The New Music Business with Ari Herstand LaRussell Built His Empire Brick by Brick
Dec 10, 2025
In this engaging conversation, LaRussell, a Bay Area rapper and founder of Good Compenny, shares his journey in building a community-driven empire. He reveals the origins of his backyard concerts and how offer-based ticketing has changed the game for live shows. LaRussell discusses maintaining his independence, the importance of joyful music creation, and the art of blending business with artistry. He also dives into his innovative revenue streams and community-building strategies that challenge conventional music industry norms.
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Sell Direct: Go 'Out The Trunk'
- Do book directly with fans instead of relying solely on venues or agencies.
- Accept offers so superfans can buy access and you control which offers to accept.
Backyard Shows Started At Home
- LaRussell built backyard shows at his childhood home after venue resistance.
- He chose autonomy over fighting with venue owners and scaled from that first success.
Use Offer-Based Ticketing
- Use an offer-based ticket model asking “What is this worth to you?” to raise revenue.
- Review offers and accept a mix of low and high bids to hit revenue targets.