For the independent recording artist, their autonomy is just as much about systems as it is ownership. As the media landscape changes thanks to streaming, it’s forced the music industry to reconsider its current models. As an emerging artist with a genuine passion for music LaRussell’s approach builds for the long term in music, business and technology. These are the elements that make his music machine go.

With his signature directorial style, Hype Williams ushered hip-hop and R&B into the new millennium visually. His work gave credence to the industry we experience today. In times of tech evolution, like at the cusp of the new millennium on the brink of the Internet, culture needs visionaries that usher in the new frontier. In hip hop, the future belongs to the tastemakers.

Lil Wayne’s impact on the canon of modern hip hop cannot be overstated. His contributions have transformed both its model and sound. By expanding his reach to build on the natural synergies of hip hop and relevant subcultures, like skateboarding and rock & roll, Wayne cemented his global superstardom.

Behind Drake’s icon is the strategy that grew him to superstar status. This is how the perfect storm of marketing strategy broke Drake and helped sustain his boom for more than a decade.