Russ has often bragged about his ability to find success in the music industry without having to sign a horrible contract with a label. This was a result of his DIY mentality that saw him release 11 albums and 87 songs between December 2011 to August 2014. It eventually led to him signing with Columbia Records in 2016, and the following year, he released his debut album There’s Really A Wolf. Since then, Russ has released three additional full-length projects: 2018’s Zoo, 2020’s Shake The Snow Globe, and last year’s Chomp 2. Now, for his latest endeavor, Russ is aiming to assist aspiring artists.
With help from his best friend and rapper Bugus, Russ has launched his own label called Diemon. The imprint is named after the collective that both Russ and Bugus have been a part of for the last decade. “Everyone owns their masters; everyone owns their publishing,” Russ said to Variety about the label, which he calls “artist-friendly.” “We don’t eat on your merch or your tours, and everything’s a profit split deal. We’re not looking to invest in an artist just to change their music. If we like an artist enough to sign them, it’s because we like what they’re doing.” He added, “It’s just a super artist-friendly situation, where we’re here to provide resources and mentorship to artists that we believe in.”
Russ wants potential artists on the label to understand the inner workings of the music industry as well as that they’re “no suits with no rhythm.” In addition to launching the label, Russ also revealed that its first artist is a California native named LaRussell who he discovered on TikTok.