The Myth of DIY: How 'The Russ Illusion' is Luring Aspiring Artists Into a Trap
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The Myth of DIY: How 'The Russ Illusion' is Luring Aspiring Artists Into a Trap
The success that Russ has enjoyed is undeniable, however, all is not how it seems...
Russ is a hip hop artist, producer and songwriter who has taken the music industry by storm. He has achieved massive success in a relatively short period of time, and his finely crafted story serves as an inspiration to many aspiring musicians.
Originally from Atlanta, Georgia, Russ started making beats at the age of 14 while attending high school. After graduating he moved to Los Angeles with just $500 and began building his career from scratch.
His determination paid off when he released five albums over two years that sold millions of copies worldwide and earned him numerous awards and accolades in the process.
The narrative that Russ uses to set himself apart from other artists is his DIY approach—implying that he does everything himself from writing lyrics to producing beats to marketing himself online.
This independent spirit has resonated with fans around the world who admire him for not relying on major labels or corporate backing but still amassing such great success through hard work alone.
Russ' fans are not only music lovers, but also artists themselves, who see him as a hero who has achieved a seemingly impossible rise through adopting an entirely DIY approach.
In the past several years, I've come across many artists who believe in what I like to call ‘The Russ Illusion' - an illusion, because that’s exactly what it is.
This illusion is incredibly dangerous, because if you've read my recent article:
…then you'll know there are over 8 million hungry (and often desperate) artists who have their music on Spotify.
It's dangerous because it's not actually possible to do what Russ has done and achieve the impressive results he's achieved, entirely alone.Â
The reality is, that anyone who has ever achieved anything of significant impact in whatever field, did so with incredible people around them and through the collective industry, dedication and expertise of entire teams.
In creating ‘The Russ Illusion', Russ is contributing to a situation where artists are working themselves to the ground, burning out and causing themselves mental health issues trying to follow the lead: from somebody who has sold them a complete illusion.
I write this piece not to discredit what Russ has achieved, but to outline the real truth behind his success in the hope that I can save some artists from attempting to follow this lead and persuade those who already are, to stop.
The 'Russ Illusion' - Music Production Collaboration
The 'do it yourself' narrative that Russ peddles is an illusion, because even if you do manage to write your music and produce beats without anyone else's help, there are still essential parts of the process that no one person can achieve alone.
Russ admits himself that he uses samples extensively within much of his work.
Using samples itself is a form of collaboration - leaning on the magic that other songwriters have created in their own work.
And while it might be possible to churn out vast volumes of 'beat driven' music in the hip hop genre, for many genres of music, it requires the expertise of engineers and producers as part of the creative team to not only get great results, but to also make it possible to achieve any level of sustainable output.
Unfortunately, when there are so many untruths in any one individual's story, we can't help but question everything they say.
We live in an era where ghost songwriters, producers and mix engineers are in abundance and given the volume of both music and content output that Russ enjoys, it isn't beyond the realms of possibility that he may have ghost support in areas of his musical production.
The truth is, we'll never really know unless Russ reveals the full extent of what it's taken to get him to where he is.
It may sound unfair that I'm even questioning Russ’ right to his success, but ultimately I'm doing this out of an effort to protect you and others like you from setting yourself down a path that's doomed to fail, without the kind of support and collaboration you need to succeed.
Russ has achieved great success and I'm sure this will continue into the future. What we can take away from his story however, is that it takes courage, vision and hard work - but most of all, it takes effective collaboration.
What I'm about to discuss, further highlights the fact that 'Russ Illusion' is very much the reality and that the Russ 'do it yourself' narrative he wants you to follow, is not one he's actually following himself.
Successful Entrepreneur and Investor Manager
Milan Ackerman is a name that is well-known in the entertainment industry, as he has successfully built a career as an entrepreneur and investor. He has been involved with numerous projects and companies, enabling him to gain the necessary contacts and knowledge to ensure his success.
It was in 2016 when Milan first discovered Russ, after stumbling upon his Soundcloud page. He was so impressed with Russ' music, he made it a personal mission of his to make the artist successful. Milan began managing and investing in Russ' career, helping him to achieve the success he has today.
Milan's involvement is significant, as it highlights that even someone like Russ who actively promotes himself as a 'do it yourself' artist is in fact surrounded by a team of helpers, who are integral to his success.
It's also important to note that Milan has access to an extensive network of influential people and companies, which can be tapped into when necessary. This allows him to activate connections with industry professionals both inside and outside of the music industry, providing Russ with access to resources that would otherwise be unavailable.
This is what I like to call the 'Russ Illusion' - an illusion created by Russ himself, which suggests he does everything alone without any outside help or collaboration. The truth however is that he has a team of people working together behind the scenes to make things happen and this is what has been key to his success.
The Russ Illusion - Russ and the Super Talented Creative Director Edgar Estevez
Edgar Estevez has been the key video director for Russ' videos since early on his career. Hailing from Miami, Florida, Edgar is a self-taught creative, having had no formal training in film or visual arts before he began creating music videos. He has been instrumental in creating the visual identity of Russ and his brand, helping to package him as a marketable artist.
Edgar's involvement goes far beyond just creating videos, however. He has been instrumental in the editing process of Russ' projects and creating the overall look and feel that fans now associate with his work. Edgar helps to craft each video to reflect the tone and story of the song, adding another layer of depth to the overall narrative.
In addition, Edgar works closely with Russ’ manager Milan Ackerman to ensure that none of Russ' projects are released until they meet an agreed-upon standard of quality and consistency. His involvement in this process serves as a valuable reminder that collaboration is essential for successful results.
The Biggest Rap Agent in The World
One of the most important members of the team helping to ensure Russ' success is his booking agent, who has been instrumental in helping him expand his fan base and reach new heights. His booking agent, Cara Lewis, is widely recognized as one of the biggest rap booking agents in the world. She has helped introduce Russ to countless fans around the globe, enabling him to tour and perform in some of the most prestigious venues.
Cara's expertise has been invaluable in helping Russ reach new heights both creatively and commercially. Her connections have enabled Russ to secure support slots with some of the biggest names in music, as well as his own headline shows across America, Europe and beyond. This kind of reach and exposure could not be achieved without the help of Cara and her team, who have been instrumental in building Russ' career.
The Biggest Live Promoter in the World - Live Nation
Through the help of Live Nation, the world's biggest promoters, Russ has been able to take his music to new heights and stages. Live Nation has helped promote some of his biggest tours, allowing him to reach wider audiences and establish himself as a global phenomenon.
Live Nation's influence in the music industry cannot be overstated, as it enables artists like Russ to reach new heights and make the kind of impact they could not achieve alone. Its vast network of venues, connections and extensive resources have helped Russ become the success he is today, providing him with a platform to showcase his talent on some of the biggest stages in the world.
By having access to these kinds of resources and collaborations, which his manager Milan is so adept at leveraging, Russ has been able to achieve an incredible level of success that may have taken years without their help. It's further evidence of the importance of having a strong team around you when trying to reach your goals in the entertainment industry.
Major Label Support via Sony Music owned Columbia Records
Russ has also had major label help in his success, specifically when he signed a deal with Sony Music owned Columbia Records. With the support of this record label, Russ was able to gain substantial exposure and resources that were essential in helping him reach new heights. Some of his biggest tracks streaming wise are still with Columbia Records, which speaks to the importance of the label's help in Russ' career.
The resources provided by Sony Music and Columbia Records have been invaluable to Russ and his team, allowing them access to marketing campaigns, radio playlists, and other forms of promotion which have enabled him to reach an even wider audience.
While Russ is no longer signed to Columbia, it is clear that without the help of a major label, it would be much more difficult for him to reach the same level of success, as it would be more difficult to access these resources independently. It is clear that Sony Music and Columbia Records were essential partners in Russ' success story, helping to ensure his longevity in the industry.
It's this kind of support system that has been key to Russ' rise to success, and is an example of how a strong team and the right resources can help any aspiring artist reach their full potential.
Universal Music eCommerce and Merchandising Deal
Russ has also been able to partner with the biggest music company in the world, Universal Music, for his merchandise store. This online store, operated by Universal Music, offers fans a variety of items including apparel and accessories related to Russ’ music and brand. The fact that this store is operated by Universal Music speaks volumes about the reach and influence Russ has been able to gain with the help of his team.
This partnership is further evidence of the invaluable resources and deals that help make an artist successful, as it allows them to provide their fans with access to merchandise related to their work.
Evidence that this deal is in place, can be found in the small print on his web store, here:
And in the website’s privacy policy, which is generic Universal Music privacy policy that they use for all of their stores.
It's clear that without 'The Big Machine'—which includes help from people like his manager Milan, his creative director Edgar Estevez, his agent Cara Lewis as well as the biggest corporations in the music business: Live Nation, Sony Music/Columbia Records and Universal Music—Russ would undoubtedly not have achieved the incredible level of success he has.
The story of Russ has become an inspiration to many young aspiring artists, who have been drawn to the 'Russ Illusion' narrative.
This narrative, purporting that success can be achieved by 'doing it all yourself', has been embraced by many new artists and seen as a beacon of hope for them.
To conclude, It is important to acknowledge that while Russ has been incredibly successful, he has still had major support in the form of management, agents, major record labels and other forms of corporate help.
If you truly want to be successful in building a sustainable artist business, you need to understand that the truth is - you simply cannot do it alone and if you are to have a chance of making success a reality, you must embrace collaboration and the notion that success is achieved as a team.
Kind Regards
Carl AKA ‘The Baker’
Missed my first and most important article? here’s the link to it: