Indie rappers are the undercover gems of Hip-hop. They showcase their grit and tenacity with each drop and every milestone that they achieve without the full backing of a major label. Their organically built and respected fan base and support system are very much underrated but still surprise many who sleep on the success of indie artists.

If you are not familiar an independent artist or Indie for short is an individual or group that is not signed to a major record label like Def Jam, Warner Music, or Columbia. Most understand that being an independent artist would receive the short end of the stick up against artists who can have the budget, support, and exposure because of their major deal labels.

Russ & How He Found Success As An Indie

There is no question that when an independent artist achieves similar goals of an artist backed by a major record company they are respected at a different level. Building a foundation for yourself to grow and improve as an artist while making sure you do not stray from your boundaries as an artist is equally important as being known and famous. Most artists find that out the hard way and are never to recover.

With the internet becoming a reliable place to launch a career, it is easier than ever to record and release music helping independent artists become one of the fastest-growing parts of the music industry.

Easy and instant exposure may be beneficial but if an artist is not capable of capitalizing off it but can become a struggle as far as revenue is concerned. Being able to find ways to tread until you see the results you’re wanting while getting yourself to the next level as an artist is a skill that so many are not able to grasp.

Indie Artists & Finding Success

Artists like Russ have taken the bar and expanded the idea of what an independent artist can do to become successful and achieve the goals they have for themselves. Understanding the value of being an artist and a product for music consumers and fans alike, Russ has championed creative and financial freedom from the manipulative practices of major labels other artists have gone through in the past trying to be connected to their record deals.

That’s why it’s important to highlight the achievements of independent artists that have broken the mold of traditional representation to be heard around the world without having a major record deal.  Showing upcoming artists and labels that it can be done if you understand that the road may be long and weary while you take the journey.

Russ Vitale, a New Jersey-bred artist who relocated to Atlanta, Georgia as at a kid, is a prime example of an artist staying true to and believing in themselves as an independent artist. Learning how to play guitar from his father and other instruments later in life, he was writing at the age of 9, and by the time he was of the age 14, he was producing songs with his friend, Bugus Thompson.

Being an Indie Artist Isn't Easy

Becoming an indie artist is not for the faint at heart, there are times when the actual outcome of a project isn’t going to be the expectations that you want it to be, but you still must keep it moving as if it doesn’t matter. Success as an indie artist is always a hit or miss in the mainstream world. When a seat at a table is not given to you, you make your own table.

In 2011 Russ co-founded the independent record label called DIEMON (Do It Everyday Music Or Nothing) as an in-house producer. His first release under the label Velvet introduced us to his versatility and skills as a writer, musician, and artist. Once he started dropping and releasing singles he did not let up.

Releasing his next 6 albums back-to-back from 2011-2013 Soundcloud became one of the artist’s favorite platforms to release his music for free. A successful indie artist would make sure that there is enough available content to generate profit and provide materials for concert requests and tour opportunities to help grow their fan base.

Earning a Living With Your Music Pays Little

As an indie artist, only relying on music streams, it would take over 3,000,000 just to make $12,000 annually. Russ constantly made sure that he had available material of albums and singles mixtapes and wore many different hats for himself and other up-and-coming artists.

Under the label DIEMON, he created an impressive music catalog including mixing and producing that made it clear that it may feel like it’s an overnight success, but the work put behind the scenes started long ago when he left Kennesaw University showed the grind, hustle, and aspirations of making an artist-friendly creative environment.

Russ made tough decisions along the way to make being an indie artist his priority. A lot of indie artists are afraid to take calculated risks to reach music success.

Russ Put in Work & Was Being Consistent

Over the span of the next 3 years Russ was able to release over 80 free singles and eleven more drops that were accessible to fans to enjoy. From all his efforts of consecutive music drops Losin Control and What They Want was able to reach the Billboard Top 100.

Fans and general observers may try to measure the success of an indie artist by their popularity and pop-up appearances in mainstream media. Many may not realize the connection between fans or even other artists who respect your skills, talent, and work ethic and can help you pave a blueprint for others who are following in your footsteps for success.

By 2017, all of Russ’s hard work paid off in more ways than one. He was able to create his own record label Russ My Way Records and under DIEMON signed with Columbia Records. He has continued to show his recipe for success by signing independent artists.

His collaborations with artists such as Allie Crummy. Paulina, Bugus, Davido, Bas, Jafé, Khelani, Lil Baby, Bia, and Rick Ross- Russ can grab an entertainment reach for versatile audiences.

Participating in charities, traveling, and touring to cities that are mostly overlooked by mainstream acts built a foundation and connection to fans that move major results in streams revenue and endorsements without jumping through the hoops of having a major label and why he’s considered a successful independent artist.

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