Kyrie Irving Backs Rapper's Direct Music Sales

Bay Area artist LaRussell is forging a new path for independent musicians, enabling direct sales of music to fans. This innovative model has garnered significant celebrity endorsement. NBA superstar Kyrie Irving provided a substantial financial boost, purchasing $11,001 of LaRussell's forthcoming album, "Something's in the Water." Irving praised the rapper for his groundbreaking work and his refusal to conform to traditional streaming platforms, urging him to pay the support forward.

LaRussell has set an ambitious goal of selling 100,000 copies of his album within a 30-day period. In the initial 24 hours of its release, the album generated $57,000 from 2,600 fans. West Coast icon Snoop Dogg also contributed $2,500 for an album purchase, acknowledging LaRussell's game-changing efforts. LaRussell expressed deep gratitude for the recognition from his predecessors, highlighting Snoop Dogg's influence on his own musical aspirations.

Comedian Cedric the Entertainer and fellow artists like E-40 and Symba have also shown support. While fans can acquire albums for as little as $1, the average sale price currently stands at $22. LaRussell spoke about the courage it takes to pursue ambitious goals, emphasizing personal growth over fear of failure. He noted his prolific output, releasing seven albums in 2025, including his recent "Good Ethica" project.