LaRussell proudly represents the Bay Area and has done so on all 42 albums he has released since 2019. On his new album, Something’s in the Water, the Vallejo, Calif., rapper teams up with rock king Lil Jon to bring a nostalgic, fun musical trip to the Yay Country circa 2006, when hyphy was at its peak and everyone was goofing off. LaRussell talked about working with hitmaker Lil Jon, his Roc Nation deal, five rappers from the West Coast and more in a new interview on XXL’s Talk It Up podcast powered by DistroKid. The interview was conducted before the rapper released his controversial new song “Heaven Sent.”
LaRussell has been humbled by the positive response to “Something’s in the Water with Lil Jon” since its March 1 release. The West Coast MC is promoting the album on social media in an effort to sell 100,000 copies independently. The move turned into a viral marketing campaign, with celebrities including NBA star Kyrie Irving purchasing the item for $11,000. “I’m truly honored and grateful to be in this position,” he told XXL. “Just hearing people knocking it off their cars and seeing the reaction of all the kids in the school, it was so cute. I never imagined it would be like this, you know? It’s just something you have to live out on your own.”
“As we were cooking, Lil Jon and I said, ‘Man, we’re making something special that’s nostalgic and reminds us of that era but also feels so fresh,'” he continued. “So, you know, the reaction makes sense. It feels good to see people feel the same way we did when we made it.”
In February, Russell surprised fans by announcing he had signed with Jay-Z’s Roc Nation empire. The decision sparked criticism that the 31-year-old Rhythm was being sold out by partnering with a major entity after building a reputation as a strictly independent artist. Russell insists he still has publishing rights and owns his master. For him, the Roc Nation deal helped him expand the Good Compenny brand.
“They saw me build what I built, and Hoff said, ‘Here’s our green book, here’s everything we built for ourselves. I want you to use them to be the best version of yourself possible,'” he explained of their partnership.
When it comes to representing the West Coast, Russell doesn’t feel the pressure of being saddled with the region. However, he acknowledged it was a collective effort similar to a basketball team. “I don’t think there’s no pressure. I just show up and play,” he said.
So based on his basketball-themed answers, we asked Russell who his starting five rappers would be on the West Coast.
“Kendrick [Lamar]myself, water [E-40]Mustard, Kehlani, a lot of us are hanging on,” he told XXL.
“Malachi, Shante, Jane Handcock, Misa James,” LaRussell exclaimed as she watched new rappers bring rock music to the West Coast.
Check out LaRussell’s interview with XXL, where he discusses his new album, dealing with online trolls, the future of his backyard concert performances, his advice to budding rappers and more below.
