Independent rapper LaRussell has made millions by allowing his fans to set the prices

Packed into a gritty, bare-bones music venue on the edge of Williamsburg in Brooklyn, New York, on a Sunday in July, about 500 fans of Bay Area rapper LaRussell were taken to church.

Packed into a gritty, bare-bones music venue on the edge of Williamsburg in Brooklyn, New York, on a Sunday in July, about 500 fans of Bay Area rapper LaRussell were taken to church. Except there was no pastor or choir and no pews. Instead it was a 2 p.m. show for independent artist LaRussell, spreading his own gospel through catchy dance music and clever wordplay.

“Brooklyn, I’m ho-ome,” LaRussell exclaimed with his distinctive West Coast flare.

And while a midday hip-hop show may seem unusual, it reflects LaRussell’s approach — doing things his way and allowing others to adapt.

“You cultivate a completely different experience,” LaRussell said ahead of the performance. “I have every age there from 1 to 100. Granny not coming out at 10 p.m., and you don’t want the little homies out at 10 p.m. ”

The “Give Me a Beat” artist’s playful, community-centered approach to his art — and business — has fans coming to shows again and again, paying for his music, and even bidding for his time. And the millions upon millions of streams on music platforms come without the backing of a record label.