Backyard Business: LaRussell Breaks Down the Pergola, Proud to Pay, and His Path to 100 Albums

On a recent episode of SiriusXM’s Effective Immediately, LaRussell sat down with DJ Hed and Gina Views for a conversation that dug deep into his creative process, business mindset and independent journey. The Vallejo artist, known for disrupting traditional music industry models, shared a reflective, candid and often humorous look into the philosophy that has propelled him to cult-favorite status without relying on mainstream validation.

The New LaRussell: From Hungry to Visionary

As the conversation kicked off, LaRussell touched on what’s changed since he started making music — and what hasn’t. “I’m hungrier,” he said. “At first I just wanted to make it. Now I want to change how it looks for the rest of life.” The shift in intention, from success to impact, is emblematic of LaRussell’s path: community-driven, creator-first and unapologetically independent.

DJ Hed and Gina Views, longtime observers of the culture, noted how often LaRussell appears in critical spaces — from Revolt panels to major showcases — despite not having taken the traditional label route. His response? “We created a lot of the infrastructure for this lane to even exist.”

Learning From Life, Not Regret

Asked whether he’d do anything differently, LaRussell avoided the typical “no regrets” cliché but made it clear that every moment — even arrogance or missed opportunities — led him to greater understanding. “Life chisels away at you,” he said. “Until you’re in a form you can live with.”

That self-awareness extended to his views on record deals, where he’s famously turned down offers as high as $1 million. “Don’t ask me what I want and then give me what I didn’t ask for,” he said. “That’s disrespectful.”

LaRussell’s philosophy is clear: he’s not negotiating just to be heard; he’s building something that doesn’t need compromise.

Proud to Pay: The Blueprint Evolves

LaRussell’s name often comes up in conversations about artist independence, particularly when it comes to monetizing directly through fans. Borrowing from Nipsey Hussle’s “Proud to Pay” model, LaRussell took it a step further — not just asking fans to name their price, but giving them equity and building a business around transparency.

He’s candid about seeing others adopt his methods. “We created a lot of the infrastructure. I see the blueprint every day when I log online.” But he’s also quick to remind people that his path isn’t easily duplicated. “This worked for me. It might not work for you.”

The Pergola: Building His Own Stage

A major chapter in LaRussell’s story has been the backyard shows he hosts at his home — affectionately referred to as “The Pergola.” Initially built as a workaround to avoid unreliable venues, it has now become an essential part of his brand and legacy. “I wanted to plant a money tree,” he said. “And the Pergola became that.”

These shows are community-first, proud-to-pay, and carefully curated, often featuring surprise guests like Juvenile and — this year — Snoop Dogg. The shows take place one Sunday a month, and neighbors not only support the effort, they participate. “They kids get merch. They in the videos,” LaRussell said.

Early Shows, Real Energy

In a genre known for late-night performances, LaRussell flips the script with matinee shows. “I feel best around 2 or 3 p.m.,” he explained. “Plus, my demo is five to 65. Granny don’t want to be out at 10 p.m., and neither do your kids.”

He also avoids expensive jewelry or luxury flexes, preferring to reinvest in advertising and infrastructure. “If I came home with chains, my people would laugh at me,” he said, chuckling.

From Deals to Ownership

LaRussell explained that most of his past deals, including those with Empire, are non-exclusive. “I can still release music elsewhere, still build,” he said. After years of not working with Empire, he mended fences with its leadership and now collaborates with them through open communication. “We both realized we were just hurt. We finally had the adult convo.”

Tour Lessons and Artist Development

When asked about touring with T-Pain, LaRussell praised the veteran artist’s grace, work ethic and humility. “His team loves him. That tells you everything,” he said. Watching T-Pain perform helped LaRussell retool his own show. “The first couple shows, I was like, ‘This ain’t it.’ I had to level up.”

LaRussell also credits Russ as one of the first artists to invest in him, giving him $75,000 after discovering him on TikTok. “He didn’t ask for anything in return — just believed.”

The Road to 100 Albums

As the interview wrapped, LaRussell dropped a staggering stat: he’s released 35 albums and is aiming for 100. “If I can get to 100, no one I know will ever have to work again,” he said. “That’s the goal.” He estimates he already has 10 albums ready and hundreds of unreleased songs in the vault.

And when he hits that milestone? “You might not hear from me again,” he joked. No one in the room believed him.

Final Word: The Community Is the Machine

LaRussell’s journey is built on belief — in himself, in his community, and in an alternative way to thrive as an artist. “The community was my machine,” he said. “It’s what kept the merch selling, the albums moving, the music bumping.”

In a space where labels and clout still dominate, LaRussell’s commitment to authenticity offers a necessary counterpoint. Whether it’s performing in his backyard or breaking down negotiation tables with calm precision, he’s not just navigating the game — he’s rewriting its rules.

LaRussell’s story is one that can’t be easily replicated, but it’s one that needs to be told. Not because it’s perfect, but because it’s proof that doing it your way — and doing the work — can still pay off.