LaRussell: Lil Jon Collab, Roc Nation Deal & West Coast Rap’s Future
Vallejo, California rapper LaRussell is experiencing a surge in momentum following the March 1 release of his collaborative album, Something’s in the Water, with Lil Jon, and a recent signing with Jay-Z’s Roc Nation. The album, a deliberate homage to the Bay Area’s mid-2000s “hyphy” movement, has garnered attention not only for its nostalgic sound but also for a viral independent sales campaign that saw NBA star Kyrie Irving purchase 100,000 copies for $11,000.
LaRussell, who has independently released 42 albums since 2019, described the collaborative process with Lil Jon as an effort to create music that felt both familiar, and innovative. “When we was cooking it, me and Lil Jon was like, ‘Man, we are making special pieces that feel nostalgic and remind us of that time but also feel so fresh and novel,’” he told XXL. The positive reception, he says, is a validation of that vision.
The independent sales push for Something’s in the Water quickly gained traction on social media, prompting the unexpected support from Irving. “I’m really honored and grateful to be in this position,” LaRussell said. “Just hearing people slap it out their cars and seeing all the kids in school react, it’s lovely. I never could have imagined it, you know? It’s just something you have to live out yourself.”
In February, LaRussell announced his partnership with Roc Nation, a move that initially drew criticism from some fans concerned about the artist compromising his independent spirit. However, LaRussell has emphasized that the deal allows him to retain ownership of his publishing rights and masters, while simultaneously leveraging Roc Nation’s resources to expand his own Good Compenny label. He described a conversation with Jay-Z, where the Roc Nation founder offered access to the company’s established infrastructure. “Hov says, ‘Here’s our Green Book and here’s all the things that we built for ourselves. I want you to utilize them to grow the best version of yourself possible,’” according to LaRussell.
Despite the success, LaRussell downplayed any pressure to single-handedly represent the West Coast rap scene. He likened the task to a team effort, citing a collaborative spirit among artists in the region. When asked to name his starting five West Coast rappers, he included himself alongside Kendrick Lamar, E-40, Mustard, and Kehlani. He also highlighted emerging artists Malachi, Shante, Jane Handcock, and Misa James as rising talents.
The signing with Roc Nation comes as LaRussell continues to build a dedicated fanbase through consistent output and direct engagement. His latest project, and the accompanying viral campaign, demonstrate a growing ability to connect with audiences both online and offline. The release of his controversial new song, “Heaven Sent,” is expected to further fuel the momentum, though details surrounding the track remain limited.