Certified Fresh: Meet Russ, Your Next Favorite Rapper

Russ’ physical address may be in Atlanta, but musically speaking, he is all over the map.

One of the main complaints that you hear about the state of Hip-Hop music today is that there is just too much of it. People who grew up buying albums every other Tuesday don’t quite get how one could keep up with mixtapes dropping daily. To paraphrase Lyor Cohen, many artists these days make tons of music and just put them out there “like little orphans.” Well, it’s probably time that we all get with the program, because Russ isn’t slowing down for you to catch up.

Since 2011, Russ has made 11 albums and he has a damn near infinite timeline of songs on his SoundCloud page. That may sound like over-saturation to you, but in Russ’ world it’s simply giving the world a big plate to choose from.

To date, the music on his Soundcloud page has garnered over 36 million listens, and it’s only been active since 2014. He has performed throughout the country and sold out shows in Europe. You may not have heard of him yet, but trust, a handful of the right people have.

Who: Russ, born Russ Vitale, is 23-years old and was born in New Jersey but grew up living in North Carolina [twice], Kentucky and then finally Georgia in his teens. Now living and working between Georgia and California, he doesn’t claim anywhere as his hometown or origin. Since he spent his high school and early adult years living right outside of Atlanta, he tells people that he’s from the A just for the sake of conversation. “It makes it easier for people to grasp,” he says.

Credentials: Russ has performed in the United States in cities ranging from Denver to Chicago. He’s also performed in Paris and had a sold out show in Belgium. He has opened for the likes of Wiz Khalifa, Waka Flocka Flame, Vince Staples, Dizzy Wright and Kat Dahlia.

Fun fact: His company and crew name DIEMON (pronounced like “diamond”) is an acronym for Do It Everyday, Music Or Nothing

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Photo: Russ/DIEMON

HipHopWired.com: You’ve moved around a lot in your life, especially as a youngster. Were you an army brat?

Russ: No. My dad was just following work or where the money was at. He was working for advertising agencies and banks. We came to Georgia when I was 12-years old and have been here since.

HHW: What kind of impact do you think moving around so much had on you growing up, and even now in your music?

Russ: See, I think people have it f*cked up. No place has to rub off on you. People say I don’t sound like I’m from “Atlanta.” But that’s because I don’t give a f*ck about anything that’s going on there. I don’t f*ck with the “sound” of Atlanta, so it doesn’t influence me. I don’t know what a North Carolina or Kentucky sound is either. With technology, there is no regional music, it’s all blurred. I mean, look at A$AP Rocky. You can see people from California making trap sh*t. But I don’t think there is any such thing as “this kind of rap.” You have people from different countries getting on trap beats. Everybody is from everywhere now, it’s the internet country. You are from wherever you listen to music at. The mall and restaurants I go to have nothing to do with my music. That kind of thinking is outdated, that’s where I’m at with it. That’s why my music is resonating, you can’t pinpoint my sound so it reaches everywhere. I have a huge fanbase in Saudi Arabia because it’s easy for them to digest because it’s just good music. Technology has made all of us neighbors.

HHW: That’s what we were saying, it seems like you moving around so much has allowed you sound naturally universal, instead of trying to latch on to a regional sound, which seems to be difficult coming from a place like Atlanta with such a dominant influence lurking.

Russ: Right. But I just never found the “Atlanta sound” impressive. It’s not my cup of tea. I just go to the studio and make what I want to make. I’ve been using the same home studio since I was 17, making my own beats, so I don’t have people in my ear to really influence me. Before that I was just in the basement making music for 10 years, I’ve never really had anyone around to influence me. So yes, it was more natural for me more so than me purposely saying “f*ck Atlanta, I’m over here.” I just think it’s great to be different. Everybody is using the same beat and flow. No one is trying to be the best anymore, except for a few like Kendrick, Drake and J. Cole. A lot of these guys just sound like they are happy to be here, I’m trying to be the best. I’m going down with the best because that’s what I want to be. They’re cool with making party songs and getting a check. Thats cool, but are you trying to be Matt Harping or are you trying to be Kobe?

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Photo: Instagram

HHW: When would you say your musical journey began?

Russ: When I was like six or seven, I got the Eminem and 50 Cent bug, that’s when I fell in love with Hip-Hop. I would perform the songs for my brother. When I was 13 or 14, my grandfather taught me how to play guitar, that opened the door of music to me. Then I taught myself drums and piano, then I started making beats on Garage Band, so it was a natural progression. It’s been an everything day thing since, but I don’t use Garage Band anymore, I’m on Logic now.

HHW: When did you start making music and letting people hear it?

Russ: When I was in high school, I was putting my beats on Youtube. I used to sneak into the music room in the morning with my friends and jam out. Eventually we scraped together and got some equipment to build this janky *ss bullsh*t studio in the basement, but we was astounded with it though. I would make beats for people who came by the house. That’s all I used to do, was make the beats, I wasn’t rapping. We formed a crew my senior year, we printed up t-shirts and sold them in the parking lot. I went to Valdosta State University for a semester and my friend [DIEMON co-founder] Bugus went to Morehouse. While I was away I started messing around and recording my voice on the Mac, I thought it was cool. I was always helping the crew with hooks, flows and lyrics, but never rapping myself. One day I asked everybody if I should rap and they all said sh*t yeah. After that we put out soooooo much music. I put out 11 albums through our website, before we had a Soundcloud page.

HHW: How are you putting out all of this music though?

Russ: I’m able to do that because I don’t have to pay for anything. I can do everything myself. I can engineer, mix, everything. I don’t have to call anyone to make it happen. I just do everything at my friend’s house.

HHW: We hear you, but we’re asking how are you actually creating all of this music?

Russ: My music is like an autobiography. I make music everyday just talking about my life. People ask me how do i make soooo much music. My response is always, isn’t everyday a new day? Realistically I can make a song everyday. It doesn’t seem like something so wild to me because there’s always something different or changing. There’s always a new emotion, a new situation, there’s always so much sh*t going on in life if you pay attention. I never feel like I’m running on fumes, there’s so much sh*t to talk abut bro.

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Photo: Instagram

HHW: We’ve heard some people assume that you are signed to a company that’s helping you put all of this music out. You posted a picture of yourself posing in front of a CAA sign and another with Rick Rubin.

Russ: No. I’m not signed. CAA was booking my shows. I just went there to f*ck with Cara Lewis [agent for Eminem and formerly Kanye West and Tupac Shakur], but when she left I left. She is still my booking agent, she is the best. Yeah, I met with Rick Rubin, but that’s just the domino effect. As the music spreads, people find out and want to meet you. But I’m not signed to anyone, I’m 100% independent.

HHW: Are you open to signing to anybody? You seem to be taking a Chance The Rapper type approach.

Russ: I used to be supper opposed to the idea. But I’ve talked with every label and realized that there’s artists that don’t care about getting on the radio and having #1 hits. But then there’s guys like me trying to play in the same game that Kanye is in. Guys who have hits on the radio and still have substance. You’re not doing that without a label. So yeah, I’m open to signing, we will see who has the best situation.

HHW: You’ve had a chance to perform around the country and overseas already. You recently did a show with Metro Boomin’ and Lil’ Yatcy. What has that experience been like?

Russ: It’s super epic. I see the engagement on Instagram and Soundcloud and I’m super aware so I’m like “my music is kinda popping.” But when you do shows, especially when you’re one of many on the bill, you don’t know if you’re going to have fans. You don’t know what to expect. At the Metro and Yatchy show in Chicago, I got on stage and asked the crowd “Do you know who I am?” and there was a big *ss roar. I do that at every show and there’s a roar and 150 people at the meet and greet. Even the times I’ve gotten crickets, that’s dope too. It’s actually smarter for me to perform in front of people who don’t know who I am so I can get a sh*t load of fans.