LaRussell is trying to sell 100,000 copies of his new album in 30 days with a unique approach, empowering independent artists to take control of their releases too.

A pay-what-you-want album

Independent rapper LaRussell is taking a unique approach to release his new album Something’s In The Water. Instead of setting a fixed price, he’s letting fans choose what they pay for the album, with a minimum price of just $1. The goal? Sell 100,000 copies in 30 days. 

Announcing the campaign on X, La Russell made his intentions clear. This isn’t just about selling records. It’s about proving what’s possible for independent artists.

The album is being sold via EVEN, a platform designed for artists who want to sell directly to their audience. And so far, it’s working.

The numbers so far

Within the first 24 hours of pre-sales, LaRussell sold 1,000 copies, racking up $57,000 in sales. The album has since sold almost 13,400 copies. While the floor price is $1, MusicAlly notes that the average fan payment sits at around $22. That’s remarkable, not only considering the $1 minimum, but also because it’s much higher than what most artists would even charge for an album in the first place. 

Support has been immense from celebrities too, with NBA basketball star Kyrie Irving paying $11,001 for his copy of the album, Snoop Dogg paying $2,500, and Cedric The Entertainer paying $1,000. But it’s more than just those high-profile supporters, as 97% of fans have chosen to pay more than the minimum. 

In short, this isn’t just about wealthy celebrities backing a campaign. It’s about everyday fans actively choosing to support an artist they believe in.

What this means for independent artists

LaRussell’s direct-to-fan strategy isn’t something new, it’s just one that’s rarely ever utilized. Artists like Nipsey Hussle previously used it to sell his mixtape for $100-a-copy in 2013. This time, LaRussell’s approach stands out because of how accessible it is. A $1 entry point removes barriers for fans, while still allowing supporters to contribute more if they can.

The campaign also serves as a reminder that artist independence comes in many forms. From Bandcamp Fridays (where artists keep 100% of profits on music sold on those Fridays) to direct-to-consumer platforms like EVEN, artists are increasingly experimenting with ways to earn more while remaining independent. Meanwhile, it bypasses the growing frustration around streaming royalty payouts, especially from smaller independent artists.

Eight Bandcamp Fridays confirmed for 2026

Of course, artists can still release their music to streaming platforms too, either alongside a direct-to-fan campaign or later down the line. But, the takeaway is that independent artists now have more options than ever to make money from their music. 

EVEN’s CEO, Mag Rodriquez, put it best:

“What LaRussell just proved is that streaming can come second… This isn’t anti-streaming; it’s about timing, ownership, and community.”

Final thoughts

LaRussell’s pay-what-you-want album isn’t just a clever marketing move. It’s a statement. One that hopes to empower independent artists that they too can stay in control and earn more from their music.

Just like LaRussell’s approach, RouteNote exists to empower independent artists to release their music to streaming platforms worldwide, all while keeping full ownership of their music. 

Start distributing your music to streaming platforms everywhere for free with RouteNote today!