Trailblazers is MBW’s interview series that spotlights music entrepreneurs who have the potential to become tomorrow’s global business power players. This time we talk to artist and producer Russ. Supporting the Trail Blazers are: tune core.
As the series’ name suggests, and as explained in the introduction above, MBW’s Trailblazers spotlights some of the most interesting entrepreneurs in the modern music industry.
For our final installment of 2023, we spoke to Russ, an independent artist who has been challenging the dynamics of the music business for over a decade.
Russ (Russell Vitale) is a rapper, singer, songwriter, and producer. record label owner and bestselling author After achieving great success on his own, he signed a contract with Columbia Records at the end of 2016 and released his major label debut. There really is a wolf, In May 2017.
His career has been defined by a DIY ethic of writing, producing, and engineering. There really is a wolf and released a huge amount of self-produced work before gaining mainstream attention after the release of the album.
Russ points to his “do it yourself” approach and high creative output on the track. I am here, from There really is a wolf, In it he declares: “Singing, rapping, mixing, mastering, engineering, producing/It’s every song without exception, and a catalog longer than many veterans.”
He independently released 11 mixtapes from 2011 to 2014. 1 song per week on SoundCloud It was “two and a half years in a row” before he signed with Columbia.
Russ has definitely made the transition from successful DIY musician to self-sufficient one-man hit factory on his way to making his major label debut. There really is a wolf, The song reached number 7 on the US album chart and included two US Top 100 hits. what they want and Rosin control.
These two tracks have since been streamed 530 million times and 670 million Twice each on Spotify alone.
“I was making hundreds of thousands of dollars a month from TuneCore, even while partnering with major companies.”
Russ
Russ was already making a lot of money as an independent artist before signing a record deal, and even while he was affiliated with a label, he was making “hundreds of thousands of dollars a month” from his (pre-Columbia) back catalog via TuneCore. “I was making money.”
June 2020, Russ published He posted a TuneCore income statement showing his monthly income from music from 2013 to 2017 on Instagram “for inspirational purposes.”
His income is reported in those statements as follows $48.66 For August 2013, rise quite high $100,000 On an average monthly basis from June 2016 to October 2017, his statement said his monthly income was $280,000.
He is described by TuneCore, which is owned by Believe, as one of its distribution platforms. “The greatest success story”.
When asked why he decided to sign a record deal when he was already making a healthy living from his music through DIY distribution services, Russ explains that his reasons for signing the deal were strategic. “Back then, the music business landscape was different,” he says..
“Playlists and streaming in general are all very new and didn’t get talked about very much. Apple Music didn’t come out until 2015.
“I was still focused on getting on radio, and all the radio guys were signed at the time, so I said, ‘Okay, level the playing field and partner with a major so I can get on radio.’ said.”
Russ’ partnership with Columbia Records continued for two more albums after the release of The Album. There really is a wolfand Zoo (2018) and Let’s shake the snow globe (2020) Both reached number 4 on the US album chart. In June 2020 he announced Via Instagram He is now “100% independent” again.
Russ has released multiple projects independently since his partnership with Columbia ended in 2020. chomp A 2020 EP (released via TuneCore) featuring notable guests from DJ Premier to Busta Rhymes.
of munching 2 The album followed in 2021 (released via Gamma-owned Vydia) and once again featured a variety of superstar guests, including Snoop Dogg, Big Sean, Ghostface Killah, and more.
He recently released Champ 2.5 He will release an EP on his own DIEMON Records in May 2023. launched In 2022, he will co-star with his longtime collaborator Bugs and stream it via Vydia. Russ has released his latest LP. Santiago, (DIEMON, Vydia distribution) Released in August 2023.
Russ runs day-to-day operations alongside his longtime manager Milan Ackermann, who discovered the superstar rapper’s music on SoundCloud in 2014.
“We bring in PR, digital marketing and creative agencies to assist as needed,” Russ explains of his day-to-day operations.
“Other than that, I just drop the songs and let the fans do it.”
Here, Russ talks independence, record deals, advice for aspiring artists and music entrepreneurs, and more.
Looking back at the start of your professional music career, to what do you attribute your early success as an independent artist and entrepreneur?
Believe in yourself and don’t fall into the “one size fits all” path of the music business. I believed I could do things my way.
How was your deal with Columbia structured, and what was your experience working with a major music company like?
This was a profit-sharing agreement, which was very unusual at the time, especially for new artists. It was only 3 albums, but I own the master and in a few years I’ll get all my 100% profits back. [from] now.
Because I had full creative control and was able to retain full ownership of TuneCore’s back catalogue, I was able to partner with major companies and still make hundreds of thousands of dollars a month from TuneCore.
“I’m glad we partnered [with a major label] Because when I talk about independence, I’m not speaking from a position of ignorance. ”
After my second album, I realized that the label wasn’t doing anything I couldn’t do, so I quit. Labels can’t guarantee radio play or playlist placement, so once you find out, there’s no point in staying there anymore.
But when I talk about independence, I’m not speaking from a place of ignorance, so I’m glad we partnered. I’ve worked for major labels at a very high level, so I can speak confidently about their systems based on first-hand experience.
I think my perspective on independence is valid because I actually saw it differently.
What do you think today about the value of artists of all genres signing with record companies and pursuing other options for distributing and monetizing their music?
I think artists have to be true to themselves. If you don’t have an entrepreneurial spirit and just want to appear and sing and leave the rest to someone else, you’re better off signing up to a label.
“Being independent takes a lot of effort and puts all the responsibility on your shoulders.”
Becoming independent takes a lot of effort and all the responsibilities fall on your shoulders. If that’s not for you, understand the trade-offs and label them. If you want someone to invest millions of dollars and do all the work out of your studio, chances are you won’t get a favorable contract.
What do you expect the dynamics between the established record business and the independent artist sector to look like in the coming years?
I think labels will always exist because people want a lot of money quickly but lack foresight. But I think more and more artists, like me, are using labels and then leaving. The juice isn’t worth the squeeze at some point.
In 2020, you announced that you were once again 100% independent. Can you talk about the transition from working with the majors to working independently and what that means for your artist business?
To be honest, not much has changed. I was still the driving force behind my musical success. I can now execute ideas faster because I don’t have to rely on someone to do something for me. The freedom is unparalleled.
Besides great music (and hard work), what are the most important things (from technology platforms to networking, for example) that independent artists need to focus on in order to make a living from music?
Independent artists need to focus on their craft and mentality. Things like networking are great, but if your music and spirit aren’t at the highest level, it won’t work.
Always strive to learn more about yourself so you can present the most authentic version of yourself to the world.
How do you think the streaming business can be improved?
Eliminate fake streams and make all playlists strictly based [on] real stream. Once it reaches a certain threshold, it will enter the playlist. Simple. Otherwise, it’s politics and picking favorites.
If there was one thing you could change about the music business, what would it be and why?
Fake streaming and sales. That’s dishonest and cheating. Or allow anyone to do it and be honest. In a sense, let’s legalize steroids if we’re not going to punish everyone who uses steroids…lol.
Knowing what you know now about the music business, if you could go back and give advice to yourself when you were just starting out, what would it be?
That means “stop seeking approval from the industry.” Approve yourself and accept yourself. Also, find a mentor as soon as possible.
What does success look like to you?
A combination of peace and progress.
Supporting the Trail Blazers are: tune core. TuneCore provides self-releasing artists with technology and services across distribution, publication management, and a variety of promotional services. TuneCore is part of Believe.world music business