By Rose Miami 
HangupsMusic.com – Vallejo, California native LaRussell has carved out an impressive niche for himself in the music industry, consistently delivering new projects and proudly representing his Bay Area roots. Since 2019, he has released an astonishing 42 albums, a testament to his prolific output and dedication to his craft. His latest offering, Something’s in the Water, sees him teaming up with the legendary crunk pioneer Lil Jon, embarking on a sonic expedition back to 2006, the zenith of the hyphy movement. This collaboration aims to capture the infectious energy and uninhibited spirit that defined the Bay Area during that era, a period characterized by its unique sound and vibrant culture.
In a recent interview with XXL’s Talk It Up podcast, powered by DistroKid, LaRussell delved into the creative process behind Something’s in the Water, his partnership with the hitmaking Lil Jon, his significant deal with Roc Nation, and his personal selection for the West Coast’s "starting five" rappers. The conversation, conducted before the release of his provocative new single "Heaven Sent," offered a comprehensive look into the artist’s mindset and his vision for his career.
Since its release on March 1st, Something’s in the Water has been met with an overwhelmingly positive reception, a fact that LaRussell expresses deep gratitude for. The West Coast MC had embarked on an ambitious independent campaign to sell 100,000 copies of the album, a goal that unexpectedly blossomed into a viral sensation. The movement gained significant traction when NBA superstar Kyrie Irving notably purchased the project for $11,000, bringing widespread attention to LaRussell’s independent hustle. "I’m truly honored and grateful to find myself in this position," LaRussell shared with XXL. "To hear people playing it loudly from their cars and to witness the reactions from young people in schools, it’s incredibly rewarding. I could never have envisioned this; it’s an experience that unfolds as you live it."
Reflecting on the creation of the album, LaRussell elaborated on the shared vision he and Lil Jon held. "As we were crafting it, Lil Jon and I felt we were creating something truly special—pieces that evoked a sense of nostalgia, reminding us of that specific time, yet also feeling remarkably fresh and contemporary," he explained. "Therefore, the enthusiastic response feels entirely justified. It’s a gratifying experience to see people connect with the very feelings we had while bringing it to life."
The artist’s career trajectory took a significant turn in February when he announced his signing to Jay-Z’s esteemed Roc Nation imprint. This move, while celebrated by many, also drew criticism from some quarters who perceived it as a compromise for an artist who had cultivated a strong reputation as an independent force. LaRussell, however, maintains that the deal allows him to retain full control over his publishing rights and master recordings. For him, the Roc Nation partnership serves as a catalyst for expanding his own label, Good Compenny.
"They recognized the foundation I had built, and Hov presented it as our ‘Green Book’—a guide to the resources and infrastructure we’ve developed for ourselves—and encouraged me to leverage them to reach my fullest potential," he articulated, describing the collaborative spirit of the agreement.
When discussing his role in representing the West Coast’s musical landscape, LaRussell professes a lack of pressure, viewing it instead as a collective endeavor akin to a basketball team. "I don’t feel any undue pressure. I simply arrive and contribute my best," he stated.
Following his basketball analogy, LaRussell was prompted to name his ideal "starting five" of West Coast rappers. His selections included Kendrick Lamar, himself, the venerable E-40 (referred to as Water), producer and artist Mustard, and the soulful singer Kehlani, acknowledging the significant talent pool currently holding down the region.
Furthermore, LaRussell highlighted emerging artists he believes are poised to make a significant impact, naming Malachi, Shante, Jane Handcock, and Misa James as the next generation of talent carrying the torch for the West Coast.
The full interview with LaRussell, where he further discusses his latest album, navigates the challenges of online criticism, contemplates the future of his unique backyard concert series, and offers advice to aspiring musicians, is available for viewing.