Launching DIEMON is Russ' effort to see if he can help other artists achieve a comparable level of commercial success on an independent path.
The timing couldn’t be better for Russ, who announced the launch of his own independent label, DIEMON , on Wednesday. He hopes to help more artists like Ktlyn win. “What’s going on with ‘Handsomer’ right now is proof of concept,” Russ tells. “This [song] was up against millions and millions of dollars of major label campaigns and rollouts, and it was still Number One across all genres on iTunes.
It’s one of the paradoxes of the modern music industry: While it has never been easier or cheaper to reach millions of listeners on your own, the vast majority of artists still hand a large percentage of their earnings to a major label to help them achieve that goal. Bugus Thompson, Russ’ longtime collaborator and a partner in DIEMON, thinks that’s because “you grow up and you’re programmed to think artistic success happens a certain way.
Not that Russ and company don’t understand the urge to put their name on a major-label contract. “There was a time when we wanted to grow up and sign to a label super early on before we knew anything,” Russ acknowledges. And he even went so far as to partner with Columbia Records in the summer of 2016 — though he was careful to craft a short-term deal where he maintained ownership of his masters and split profits with the label — because he was worried he’d maximized his reach.
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