The Gangster Chronicles: LaRussell say’s this to Kendrick & J. Cole 😳

Summary

Episode Summary: The Breakfast Club - "The Gangster Chronicles: LaRussell Says This to Kendrick & J. Cole 😳"

Release Date: November 21, 2024
Host/Author: iHeartPodcasts
Description: The World's Most Dangerous Morning Show, The Breakfast Club, With DJ Envy And Charlamagne Tha God!
Episode: The Gangster Chronicles: LaRussell Says This to Kendrick & J. Cole 😳

---

Introduction

In this compelling episode of The Breakfast Club, hosted by DJ Envy and Charlamagne Tha God, listeners are treated to an in-depth conversation with LaRussell, Colleen Witt, and Richie Rich from the Gangsta Chronicles Podcast. The trio delves into their personal journeys in the music industry, the dynamics between independent artistry and major labels, and the profound impact they've had on their communities.

Personal Journeys in Music

Colleen Witt opens up about her unconventional path to success. Having worked various labor-intensive jobs before fully committing to her music career, Colleen shares how these experiences shaped her work ethic and business acumen.

[54:31] Colleen Witt: "Man, I worked for UPS. I worked for FedEx. I worked at a winery in Napa... It was labor. But those experiences taught me resilience and the value of hard work."

Richie Rich echoes similar sentiments, reflecting on his early days selling records and the challenges of transitioning from street hustling to a legitimate music career.

[09:42] Richie Rich: "Our foundation was colors. It wasn't musical shit. We were all gang banging, trying to make our point with whatever we had."

Independent vs. Major Labels

A significant portion of the conversation centers around the friction between maintaining artistic independence and the allure of major label support. LaRussell and Colleen discuss the pitfalls major labels present, such as unfavorable contracts and loss of creative control.

[15:04] Colleen Witt: "I do a range. You let people witness and experience something great for a dollar sometimes. They get in that show and it changed their life because there's no other show they can go to and see a LaRussell and a Richie Rich for a dollar."

Richie Rich highlights the long-term implications of early label agreements, emphasizing the importance of understanding contractual obligations.

[25:18] Richie Rich: "We would sign contracts not knowing shit. Motherfuckers would own shit for 30, 40 years... without that machine, you wouldn't be successful as an artist back then."

Business Models and Innovation

Colleen Witt introduces her innovative business model, which draws inspiration from street trading practices but is modernized for a global audience. By leveraging the internet and independent distribution, she has created a sustainable platform for her music and community initiatives.

[13:08] Colleen Witt: "I put business around what we was already doing. We just brought it to a space where everybody can do it. That's how it's been the whole time."

LaRussell adds to this by discussing the evolution of hip-hop over the years and how age is no longer a barrier to success within the genre.

[07:26] LaRussell: "Hip hop is 50 years old now... You have cats like yourself thriving at 30, 40, 45, 50. There's no age limit on hip hop."

Influences and Inspirations

The trio reflects on their musical influences, drawing from both street-level experiences and iconic artists. Richie Rich reminisces about his early exposure to rap and how it fueled his passion for music.

[09:46] Richie Rich: "My introduction to rap was Tati T... rapping about the street realities we faced. That was what got us influenced to make records."

Colleen Witt discusses how meeting industry legends like Snoop Dogg solidified her commitment to her music career.

[41:13] Colleen Witt: "Snoop was a major one... It was just like, wow, we really walking in that path."

Impact on the Community

A recurring theme is the importance of giving back and uplifting their communities. Colleen shares stories of how their success has inspired younger generations and provided tangible support through programs and mentorship.

[58:27] Colleen Witt: "We changed lives by just being a presence... bringing them to the crib and encouraging them to pursue their passions."

Richie Rich underscores the transformative power of being connected to one's roots and how it fosters a sense of responsibility.

[47:12] Richie Rich: "Some of my friends may still be serving or in prison. We made sure our kids had opportunities because they saw us succeed."

Advice for Upcoming Artists

Towards the end of the episode, Richie Rich and Colleen Witt offer valuable advice to aspiring artists navigating the music industry. They stress the importance of perseverance, community support, and maintaining artistic integrity.

[64:03] Colleen Witt: "Be relentless. If you aren't willing to do what it takes, you might as well just go ahead and sit back and ride."

[65:26] Richie Rich: "Gotta be willing. If you ain't willing, then shit, you might as well just go ahead and ride. Let it go."

Conclusion

The episode wraps up with reflections on the evolution of the music industry and the enduring importance of staying true to one's passion and community. LaRussell emphasizes the continuous journey of growth and adaptation.

[59:41] Colleen Witt: "I'm living a version of my life that I never thought was possible... I just wake up every day and do the work, and whatever comes from that, I'll be good."

Richie Rich reinforces the message of focusing on present efforts rather than anxiously anticipating the future.

[66:10] Colleen Witt: "I have a lot of faith in my action. I know if I plant an apple seed today, someday I'll be able to eat some apples."

---

Notable Quotes with Timestamps

• Colleen Witt [54:31]: "Man, I worked for UPS. I worked for FedEx. I worked at a winery in Napa... It was labor. But those experiences taught me resilience and the value of hard work."

• Richie Rich [09:42]: "Our foundation was colors. It wasn't musical shit. We were all gang banging, trying to make our point with whatever we had."

• LaRussell [07:26]: "Hip hop is 50 years old now... You have cats like yourself thriving at 30, 40, 45, 50. There's no age limit on hip hop."

• Colleen Witt [13:08]: "I put business around what we was already doing. We just brought it to a space where everybody can do it. That's how it's been the whole time."

• Richie Rich [25:18]: "We would sign contracts not knowing shit. Motherfuckers would own shit for 30, 40 years... without that machine, you wouldn't be successful as an artist back then."

• Colleen Witt [58:27]: "We changed lives by just being a presence... bringing them to the crib and encouraging them to pursue their passions."

• Richie Rich [65:26]: "Gotta be willing. If you ain't willing, then shit, you might as well just go ahead and ride. Let it go."

Final Thoughts

This episode of The Breakfast Club provides a raw and insightful look into the multifaceted challenges and triumphs within the music industry. LaRussell, Colleen Witt, and Richie Rich offer a blend of personal anecdotes, industry critique, and motivational guidance, making it a must-listen for both music enthusiasts and aspiring artists alike.

---

Note: Advertisements, intros, outros, and non-content sections have been excluded to maintain the focus on key discussions and insights.

Transcript

[Narrator]

The holidays are about spending time with your loved ones and creating magical memories that will last a lifetime. So whether it's family and friends you haven't seen in a while or those who you see all the time, share holiday magic this season with an Ice cold Coca Cola Copyright 2024 the Coca Cola Company.

[Amazon Representative]

The holidays are here. It's that time of year to think about, yes, gifts, but not only gifts. It's the guests, the party planning and the true meaning of the season. Spending time with family and friends. We know it's a lot, but we're here to ease your mind and share some tips so we'll make it through together. With the season getting underway, now is the time to shop for amazing holiday deals at Amazon. Amazon has a wide selection for all your holiday needs. I don't care if you want to get your people's laptops, gaming screens, whatever it is they need, Amazon got it. Amazon Last Minute Deals are here. Shop Last Minute Deals now on Amazon and visit Amazon.com blackeffectpodcast of my favorite.

[Pandora Representative]

Picks Be merry, be bright, be loved this holiday season with sparkling holiday gifts from Pandora Jewelry. Bring the sparkle to Black Friday with Pandora jewelry. From November 16th through December 3rd, receive 30% off. Store wide, handpicked and ready to wrap, wear and love. Select from a wide range of possibilities for personalization. From festive charms with vibrant pops of color, shimmering rings and earrings designed to dazzle to radiant bracelets and and necklaces shining in a mix of luminous metals, Pandora has something special for everyone on your holiday list. Shop Pandora Jewelry today and save 30% off. Some exclusions apply.

[Colleen Witt]

You could sit there and listen to ads or you could take a moment to have a Diet Coke break.

[Narrator]

First, grab a chilled Diet Coke cause.

[Colleen Witt]

If you want it to be perfect, it needs to be crispy.

[Narrator]

Next, get a big cup of ice.

[Colleen Witt]

Cause everyone knows Diet Coke is best served swimming in ice. Then sip it slowly, feel that burn and enjoy your break for as long as possible. When you need a break, don't forget to grab an ice cold Diet Coke and take a Diet Coke break.

[Pandora Representative]

What's good?

[Colleen Witt]

It's Colleen Witt and Eating While Broke is back for Season three, brought to you by the Black Effect podcast network and iHeartRadio.

[Pandora Representative]

We're serving up some real stories and.

[Colleen Witt]

Life lessons from people like Van Lathan, D.C. young, fly phone Thugs and Harmony and many more.

[Amazon Representative]

They're sharing the dishes that got them.

[Colleen Witt]

Through their struggles and the wisdom they gained along the way.

[Amazon Representative]

We're cooking up something special, so tune.

[Colleen Witt]

In every Thursday, listen to Eating While Broke on the Black Effect Podcast Network, iHeartRadio app, Apple Podcasts, or wherever you.

[Narrator]

Get your podcast presented by State Farm. Like a good neighbor. State Farm is there.

[Colleen Witt]

How y'all doing tonight?

[LaRussell]

We good. How y'all feeling? Yeah, we good. I've been trying to get this man, we've been trying to get this man down here for a minute, man. I told Nicole, I said, man, you gotta give me the Russell, man.

[Colleen Witt]

Hilarious.

[LaRussell]

This man is changing the game up, you know? You know what I like about you, man, is you remind me a lot of my homeboy Glass.

[Richie Rich]

Start the show.

[LaRussell]

I'm starting it. That's what we doing.

[Richie Rich]

You ain't said no Gangster Chronicle.

[LaRussell]

We are going to do that. Hold on. We going to do that. We going to do that in a minute.

[Richie Rich]

Yeah, but you getting important interview.

[LaRussell]

Let me run the format. I got it. We going to do that. I'm doing something.

[Richie Rich]

Oh, it must be new then.

[LaRussell]

We've been doing it for the past few weeks. You just ain't noticed.

[Richie Rich]

Oh, this is new format. Oh, so you done changed it up on me. And I don't know about just a.

[LaRussell]

Little bit, but we've been doing it though. You just ain't noticed it.

[Richie Rich]

Yeah, I ain't noticed what's happening.

[LaRussell]

Homeboys and home girls, evidently 8 don't got no clue on what's going on. But I will tell you what's popping. We got the homie LaRussell up here this week dropping an independent game for y'all. It's the Gangsta Chronicles Chronicles.

[Colleen Witt]

This is not your average show.

[Amazon Representative]

You're now tuned into the real mca. Big stale.

[Richie Rich]

Strictly from the streets. Hello.

[Colleen Witt]

We represent the J.

[LaRussell]

Welcome to the Gangster Chronicles Podcast, the production of iHeartRadio and Black Effect podcast network. Make sure you download the iHeart app and subscribe to the Gangsta Chronicles. For my Apple users, hit the purple mic on your front screen, subscribe to the Gangsta Chronicles and leave a five star rating and comment. You remind me of the homie Glasses, man, because you got like a. A weird train of thought. It ain't weird, but it's refreshing. Like, what, you doing the shows in your backyard and stuff? Yeah. I'm gonna tell you some Glasses told me he wanted to do that in 2007. I said, man, you out your mind, man. He said, man, the whole future is doing your own. What they call them your own, like. Like in Vegas. What is that? They do residence residency. Yeah, he said, the whole future doing your residencies.

[Colleen Witt]

Wow.

[LaRussell]

Doing Your own residencies and stuff. What you're doing is incredible, man. I with it.

[Colleen Witt]

Wow. Shout out glasses, you know what I'm saying?

[LaRussell]

And. And this is the Gangsta Chronicles podcast. My boy eight just.

[Colleen Witt]

You see how he brought him in?

[LaRussell]

Just up my little thing right now.

[Richie Rich]

Yeah. I'm new to the format. I'm lost, you know, and I may.

[LaRussell]

Hear what, you know. He don't like when I call him a legend. And I'm here with the legendary.

[Richie Rich]

I ain't no legend. I'm just a. On the microphone, talking about neighborhood. That's it. Be wanting that legend. I leave that to y'all.

[LaRussell]

They can't get the jail even.

[Richie Rich]

Is it in the new format? Okay. Yeah, it's all good.

[LaRussell]

This work out even better tonight.

[Colleen Witt]

Yeah.

[LaRussell]

This work out even better. Yeah. So everybody seemed to have this idea, man, that just come. Just happened overnight. Like, you just automatically just came. You was on. How long you been running the race, man?

[Colleen Witt]

A long time. I started dropping my first material in, like, late middle school, early high school, and then took, like, a break to just make music. I wasn't releasing no music. 30.

[Richie Rich]

Okay, let's get the people on that.

[Colleen Witt]

Yep, yep.

[Richie Rich]

People here. You know, we got a lot of dudes right now, a lot of artists, got a lot of youngsters, a lot of kids. So, you know, we like to give them the basis of what that timeframe and age is, man.

[Colleen Witt]

You know what's crazy? I never thought it would take me till 30 to make it. You know, when you coming up, you always think. Cause you see, like, younger people on. I thought I was gonna be on coming out of high school, you know, like my first projects. So to, like, get to this point and I just turned 30 is just like a crazy realization. And it made me think of, like, Nip and some other people. You know, it's like the league to me. Like, if you see somebody coming to the league at 28, you know, they either highly seasoned or they journey was just different for them to get there. You feel me? And, like, hip hop has been. I mean, rap has been like a young man's game, but it's like, I'm 30, and I'm just now getting to the point where it's like, oh, I'm successful and thriving in here.

[LaRussell]

Yeah, well, it's different now, man. You gotta remember, hip hop is 50 years old. It's not like it was like. Cause me and him from the same era, right? It's not like it was when we came in. Cause it was so new. It was definitely a young man's game. If you was over 26, 27, you wasn't gonna get no. Cause everybody was looking for a deal back then. He was 27. You was too old at that time. Now, you know, hip hop is 50 years old and you have cats like yourself, man, who thriving now at 30. You got some cats who thriving at 40, 45, 50. I think it's dope, man. I don't think there's no age limit on hip hop. I think as long as you tight, you know. Now if you garbage, probably go sit down.

[Colleen Witt]

You know what's crazy though is still. That age still exists within the league of it, you know, like that's the beautiful thing is you could be indie and make it because like in terms of the system, they're not trying to sign no 32 year old, 35 year old, you feel me? Like, the longevity of the product doesn't look the same to them, you feel me? So being that we could do it independently, it opens the door to that. But it's still tough even if you 35, 36 in this game.

[LaRussell]

Yeah, but you know what though? I agree with you, but I think it's for different reasons. I just think they can't pull the. They can't pull the wool over this man's eyes because he seen it before. They can't pull the wool over Richie. Richie's eyes.

[Colleen Witt]

Yeah.

[LaRussell]

Because they don't already live through all that right now. So they just like, he just ain't gonna take anything that you just put in front of his face and sign it. Because they kind of like, really, man. You know, it was the fuck them over days back then, right? You know, give up the publishing, you was gonna have a whole bunch of shit. Because they come at cats when they 17 and 18.

[Colleen Witt]

Yeah.

[LaRussell]

Happy to get a record deal.

[Richie Rich]

A lot of us was from in the streets. We didn't have influences to follow behind. You know, a lot of youth, a lot of artists behind us. You know, you have a little. You have a little model to follow. You know, whether you can follow somebody's career to see if they got fucked or they made any money or got the right promotion or whatever. We didn't have shit to follow. A lot of us came from the streets. We wasn't knowledgeable about independency and contracts and publishing and all of that. I was in the neighborhood selling crack, you get me? My influences was big time niggas from our neighborhoods or who you heard about in the streets, who was selling the most Dope, Those were our influences. I didn't have a Tupac. I didn't have a motherfucking jay Z or MC8 or ice cube or Snoop Dogg. I didn't have that role model. So.

[Colleen Witt]

What was your introduction to rap that made you decide, oh, I could do that?

[Richie Rich]

Who was your rap? My introduction to rap was Tati T. When Tati was making TDK tapes, talking about the clucks come out at night and they were rapping off of old Houdini beats and big mouth and shit like that. And he was rapping about the Bataram, which shit was going on in the neighborhood. We saw the Bataram came through every day with Derrell Gates and Mayor Tom Bradley and the Raids and all of that. So that's what niggas made songs about. So that's what got us influenced to making records. And as far as being artists and that came from, you know, of course, you know, it was influenced. You know, I listen to Run DMC, I listen to Treacherous 3, Cool Mod, Sparky D, Roxanne Shantae Utfo. That was a lot of our influences as far as music is concerned. Grandmaster Flash, the Furious Five, you know, shit like that. But as far as over here, we was all gang banging. We was all trying to make our point. Our foundation was colors. It wasn't musical shit. And so with dudes like Toddy T and Mixmaster Spade and Eazy came along, they basically just was giving us the blueprint of what was going on in the neighborhoods, which was niggas was serving, N S was getting shot at, jacked, you know, so that's where a lot of our influences came from. Thus you have this west coast, you know, foundation of music, you know, that was bred here first. You know, even though we had the young emcees and shit like that, Tone Loke and, you know, we had the Humpty Dance and shit like that. A lot of our shit was influenced by movies like Colors. That shit was really going on in neighborhoods as far as I'm concerned. Me as a young 14 year old who was interested in music, you know, because I'm hearing, you know, I'm taking them summer vacations down to Mississippi and places like that to where my cousins is introducing me to Run DMC and shit like that. And I'm like, what the fuck is that? Like, niggas over here was rapping about the battle ram kicking in your front door. You know, they wasn't rapping about just sucker MCs and Adidas and shit like that. So Thus, you had to change. But yeah, and we didn't have. No, we didn't. Like, my son right now, he got all kind of influences. If he decided he wanted to go do music. Shit, nigga, I got Kendrick, I got Drake, I got J. Cole, I got my dad. I got, you know, these. You know, Eric B's and Scarfaces. He has a foundation. As far as we was concerned. We had shit, nigga, nigga. I had a crack sack and a 38 strap, and it was, get out on the corner and make some money. And within that, we listening to the boombox. Like, yeah, you hear these niggas spit. That's how our influences came.

[LaRussell]

It kind of makes sense, though, that your career, because the Bay has always been known for being the independent cats. Yeah, you, like, took the independent game and put it on steroids. You said, I'm gonna take with short and 40, and then did. But I'm just gonna take it to a whole nother level. Right. And how did you come up with that business model? I think it's dope. I think it's incredible. What made you come up with that business model, man?

[Colleen Witt]

Doing business a bunch of ways that either worked or didn't work. I really got a lot of on the job training. Like, I didn't. I didn't have. I didn't have a mentor or anyone who showed me how to do what I do. Cause it didn't. It didn't really exist in this format. Like, you know, we seen 40 and short do it out the trunk, but nobody, like, modernized out the trunk yet.

[LaRussell]

That's what I'm saying. Where I'm from, you said you modernized it.

[Colleen Witt]

So it was really just doing what works. I just took what we was already doing at the crib and made it, like, global. You know, My pops hustled his whole life, and I'd be with him, and it's like, oh, you ain't got 20, give me 10 here. Oh, you ain't got 15, give me 10 here. That's what we do with ticketing with merchandise. It's that same exchange. We just brought it to a space where everybody can do it. But that's how it's been the whole time. You feel me? I just put business around what we was already doing.

[LaRussell]

Yeah. Cause I was on your site, right? And I saw this. You want to buy a ticket? It's like, I want two, three. I want. I want to take my girl and her sister, right? I could say, okay, I'm gonna pay 175 bucks. I'm gonna pay 200 bucks. But they got the right to say, no, that ain't gonna work. Now, do you have to come back to fans sometimes and say, look, man, no, we ain't messing with that?

[Colleen Witt]

Yeah. And they understand it because I do a range. You know, I let people witness and experience something this great for a dollar sometimes. And they get in that show and it changed their life. Because there's no other show they can go to and see a LaRussell and a Richie Rich for a dollar. So those times where I don't accept a dollar because I know I'm worth far more, it's never a knock. People understand it. It's like, I can treat people when I decide to, but I can also take care of myself and all that I built because I deserve that as well. And that's why we created Offer Base just so everybody has accessibility. But we also have the option to decide whether we want to be accessible that day or not.

[Richie Rich]

We sort of took that model back in the days, nigga. Shit. Three for 20. I mean, shit.

[Colleen Witt]

I mean, that's what it is.

[Richie Rich]

A nigga don't come. You serving dub sacks, niggas. It's three or 60. But fuck it, I'm gonna give you three for 50, my nigga. Fuck it. I'm gonna work a deal with you today. Because you know what? Yeah, today I got three for 50. You get me? Now, you might come by here tomorrow or something. The homie gonna have three for. That's what it's gonna be. But I guess, you know, you want to. It depends on the relationship you want with the consumer who buying the product.

[Colleen Witt]

And that always cultivated your base. Because when people know, I ain't got it this time, but I can still go to him. Cause he rock with me. They gonna go always rock with you. And then when they up, they gonna be like, hey, I'm coming to you. You feel me? Exactly like. That's the relationship you built.

[Richie Rich]

They might not have no money and shit, but if I know he done been around here a couple of times, he good today. I done sold him a few times. What you got? Man, I got 20 today, but I'm trying to still get that three. You know something? I'm gonna work with you. Go ahead and take that three, nigga. Give me that 20. And when you come back the next time, just remember who hooked you up. Bingo. He gonna keep coming to me. He don't want no other product. He don't give a damn.

[Colleen Witt]

We just put that on the Internet and built infrastructure around it to make it palatable. That's it. It's that same play.

[LaRussell]

Yeah. I really fuck with your story, though, man. And I see why people are inspired by you. I remember hearing about you talking about when you first decided to leave your job.

[Colleen Witt]

Yeah.

[LaRussell]

And I thought about even with me, man, because dreams don't have no age limit on them. You know what I'm saying? I think your dreams just change as you get older. They kind of, you know, just change a little bit. Right. I remember I was fortunate enough to be one of the early people in podcast. And I'm like, I'm pretty sure they gonna look at me one day like the. A forefather. I ain't gonna say I'm the forefather of it, but I started hella early. It started early, right? And I remember not knowing where this stuff was gonna go. I went from seeing it to just be something that was fun to where you actually started having people. People started hitting us up like, hey, man, we fucking with what y'all doing. Right? And I remember not knowing what to actually ask for because it was so new. You feel what I'm saying? Like, when Charlamagne hit me, he was like, well, what y'all want? And I was like, well, damn, let me get back at you, dog. Yeah, that's a scary place to be. Sometimes when you the first one doing something, you don't know what it's worth because you don't know what it's worth until it's what it's worth. You feel what I'm saying?

[Colleen Witt]

And it's a scary and a beautiful place to be because you're in a position to determine what is worth to you. And that's our whole model. What's it worth to you? It may not be worth that to me, but what's it worth to you? And when you set that determination, like, I got a rule now, I've started off my first show. I got paid $100, you know? And as you grow and scale, you start to develop rules for yourself, and you determine a worth that's not worth. But you know what you're not willing to be valued at? You know? Like, now I don't go across the country to the east coast unless I'm making a certain amount of money, because it's like, I could stay home and just do this, this, this. You feel me? So you. You start to develop this evaluation of yourself based off your time and what you built. And it's a beautiful spot to be in because Nobody. No number is real. Like, no. Anybody who, like, man, it's worth 50,000. How you can never, you know, no number is real. It's all. All of it is imaginative for us. So we could really decide what we worth at any moment and start charging that right there and then.

[LaRussell]

Yeah. That's crazy, man. I know. How has it been, as far as I know, them labels been getting at you?

[Colleen Witt]

Yeah, we don't really. I don't really deal with labels much anymore. But during that early viral phase, it was like. But we were more open then and kind of like, you know, open to the wine. It was such a new process. So it was just like, man, let's see what they want to do, you know, you gotta kind of see through the smoke. Now I really only have to deal with labels at my leisure.

[LaRussell]

Yeah. And it's kind of. They disrespectful sometimes, man. Like, what they talking about sometimes. Like, you know, when they try to hit you with. Sometimes they real disrespectful.

[Colleen Witt]

It's because they don't have the same level of attachment that we have. It's just product for them, you know, it's like if he's selling crack, he not connected to the crack, you know, he not like, I can't get you this rock, you know?

[Richie Rich]

Exactly.

[Colleen Witt]

But we are connected to the art. We, like, I can give you the. You feel me? But for them, it's just products. So it's like they don't see it the same way we see it. So when they send them offers, they really saying, hey, I want 10 of them songs for this amount. But when we receive it, we like, now this my intellectual property and how I'm gonna get paid for the rest of my life. And I made this. You know, we see something completely different than they see.

[LaRussell]

You know what I figured out, man? Cause I was a writer, right? And I remember when I was putting out music, I went to a convention called Mid Em in France in conference, and it kind of changed my life. I had a friend owned a distributor down there, Mark Gordon. They owned Ground Level Distribution. So I kind of learned about the distribution game from the back end, right? And then I had a record store. So I did everything in reverse. So when I put out my first record, I had already had a record store already. I was already dealing with distributors. I knew. I knew it was seven or eight dollars a record wholesale, right? But then I went out to meet them and I met all these different distributors from around the world. So I was selling records to them. Like, thousand, two thousand pieces at fourteen a piece. Because what I told them was, well, I don't want the American dollar. I want what it's worth. So I want you to pay me in pounds. Like, So I had a distribution system set up, and that's how I bought my first house. And then I started distributing stuff for the dog pound. That's how I met Big A and all of them. I was distributing a lot of stuff for them. But I kind of figured that out back then. And I said, why would somebody ever want a record deal? Because I remember when Glasses, I started helping them out when they first start coming at him. And I was like, bro, this don't make no sense. You can just put this shit out yourself. You hide and just get it like this. It just didn't make no sense to me. When you get that realization, it's a powerful thing. Because then, you know, can't nobody just tell you what you worth.

[Colleen Witt]

Mm.

[LaRussell]

Cause they've been getting over on people for years, man. I'm so glad now that. And it seemed like the Youngins now, man, like, you even the NBA Youngboy, cat, man, they like, I'm just gonna do my own shit.

[Colleen Witt]

And you know what's crazy? It really be because, like, initially for me, it wasn't even about the business. And I'm sure the same for Youngboy. We just don't like the restrictions. Like, I just. I hate being. I gotta be able to drop, like, all. The first. Our very first label combo was Hiko, like, very early on. And we start talking about a project, and I'm like, I'm finna drop it on this day. And Jaha was like, but that's off cycle and we need this much time to go to this and this much. And I was already like, you know, that don't work beyond the business. Just creatively, it just felt like, you know, I'm coming. I'm at the crib in Vallejo. It ain't no reason I shouldn't be able to drop a song and gotta wait. I didn't understand none of that then. So beyond the business, it just didn't make sense creatively.

[LaRussell]

Yeah. To just sit back and wait. Like, I'll let him tell you about his experience, man, with his first deal. Like, when you hear about some of the stuff that these Ds and they sold a lot of records, man. Like, you know what y'all sell that first album, mate. Like, half a million. Probably a half million. And, you know, that led to them kind of getting going. But then he Learned stuff later on and I'll let him, you know, kind of go into that, man. But it was real manie back then, man, right? It was real manual. You know them dudes. I would say the industry owes a lot of big debt, man, to kind of like the forefathers of this stuff. Foundational, yeah, because they made a lot of money that they didn't see, you know, they kind of built these big buildings and these big infrastructures that you see. They was kind of built off of gangsta rap, man, from the streets.

[Richie Rich]

That's why you see a lot of 30 plus artists just now coming in to do of making residuals and getting payments. Because you know, we would sign contracts not knowing shit. Motherfuckers would own shit for 30, 40 years. You know, like I said, me, I was shit, I was 16, 17, like I said, I was a neighborhood kid, niggas was making records. And I just thought it would be a cool way to supplement instead of getting out selling crack and shit every day. Because everybody was going to jail or getting shot at or, you know, that route. So. But we weren't inclined of independency. And had I known that I could put my own record out, you know, definitely that would have been a route with street proceeds and shit like that. But we felt like without that machine, you wouldn't be successful as an artist back then. I mean, and it's partially true. The machine, they did everything, you get me? There wasn't really no, you know, independent record labels, which, there were a gang of them, you know what I'm saying? But as far as we were looking, you know, who was successful from selling records, you know, so it was just a hobby to get into. And then once you start seeing, you know, the materialism in hip hop and what they blind you with, with a couple of pieces and a couple of little checks or, you know, send you out of town to a fancy dinner or something like that. You know, you get blinded by, you know, mechanical royalties and publishing and owning your own masters and all of that. So a lot of us got fucked out of a lot of shit, you know, ownership of. And now you have companies, you know, you look up and you get contacted by companies you did records with 30 years ago and like, oh, we got some royalties for you, you know, so it's a catch 22, you know what I'm saying?

[Narrator]

The holidays are about spending time with your loved ones and creating magical memories that will last a lifetime. So whether it's family and friends you haven't seen in a while or those who you see all the time share holiday magic this season with an ice cold Coca Cola. Copyright 2024 the Coca Cola Company.

[Colleen Witt]

The.

[Amazon Representative]

Holidays are here and it's that time of year to think about, yes, gifts, but not only gifts. It's the guests, the party planning and the true meaning of the season. Spending time with family and friends. We know it's a lot, but we're here to ease your mind and share some tips so we'll make it through together. With the season getting underway, now is the time to shop for amazing holiday deals at Amazon. Amazon has a wide selection for all your holiday needs. The reason I love this so much is because it is the holidays and there's things that I've had family members and friends ask me for throughout the year that I simply would not give them the money to get. But I will get them the actual items. So whether it's laptops, hair steamers, dining sets, makeup, better wigs for Lauren La Rosa, whatever it is they need, Amazon got it. Amazon Last Minute deals are here. Shop Last Minute Deals now on Amazon and visit Amazon.com black effect podcast for my favorite picks.

[Pandora Representative]

Be merry, be bright, be loved this holiday season with sparkling holiday gifts from Pandora Jewelry. Bring the sparkle to Black Friday with Pandora jewelry. From November 16th through December 3rd, receive 30% off. Store wide, handpicked and ready to wrap, wear and love. Select from a wide range of possibilities for personalization. From festive charms with vibrant pops of color, shimmering rings and earrings designed to dazzle, to radiant bracelets and necklaces shining in a mix of luminous metals, Pandora has something special for everyone on your holiday list. Shop Pandora Jewelry today and save 30% off. Some exclusions apply.

[Richie Rich]

We have one more act for you this evening. I don't even need to say his name.

[Colleen Witt]

Mr. Bob Dylan.

[Narrator]

From the director of Walk the Line and Ford versus Ferrari.

[Colleen Witt]

If anyone is going to hold your attention on stage, you have to kind of be a freak.

[Narrator]

And starring Timothee Chalamet as Bob Dylan.

[LaRussell]

Are you a freak?

[Richie Rich]

Hope so.

[Narrator]

Once Upon a Time Inspired by the True story I want to know which side he's on this Christmas.

[LaRussell]

They just want me singing Blowing in.

[Colleen Witt]

The Wind for the rest of my life. Bobby, what do you want to be?

[Amazon Representative]

Whatever it is they don't want me to be.

[Narrator]

How does it feel? He defied everyone.

[Amazon Representative]

Turn it down.

[LaRussell]

Pay loud.

[Narrator]

To change everything Azar Elvis with no Direction Timothy Chalamet Edward Norton El Fanny Monica Barbaro make some noise.

[LaRussell]

BD Track some mud on a carpet.

[Narrator]

A complete Unknown Only theater's Christmas Day. Rated R. Under 17. 90 minute without parent.

[Amazon Representative]

What does it feel like to get the new iPhone 16 Pro with AT&T? Next up anytime. It's like when you first pick up those tongs and you're now the one running the grill. It's indescribable, like something you've never felt before. All the mouthwatering anticipation of new possibilities, whether that's making the perfect cheeseburger or treating your family to a grill baked potato, which you know will forever change.

[Richie Rich]

The way they look at potatoes with att.

[Amazon Representative]

Next up Anytime you can feel this way again and again. Learn how to get the new iPhone 16 Pro with Apple intelligence on ATT and the latest iPhone every year with ATT. Next up anytime. ATT connecting changes everything. Apple Intelligence coming fall 2024 with Siri and device language set to US English. Some features and languages will be coming over the next year. $0 offer may not be available on future iPhones. Next up anytime feature may be discontinued at any time, subject to change additional fees. Terms and restrictions apply. See att.com iPhone for details.

[Colleen Witt]

Do you feel like. Because even today, like, I think a lot of our legends, right, you look at a Kendrick or Cole, a hov or any of them, would they be who they are if they weren't signed to a major? Right?

[LaRussell]

Yeah.

[Colleen Witt]

So that like that role still exists. Like, everybody who, if you go have a conversation, man, who's the top guys? They're all assigned to a major, and that's probably why they're even in the conversation. Like we're just now getting to a point. Like, I still, I still be shocked at how far I've been able to get without being in the system because you don't really see it in existence. Like, even Nipsey's, like, Nipsey's biggest era was with Atlantic, right? Like, that was. He had a deal, you feel me? But even before Atlantic, he was with cinematic and epic, you know, like, it was always a machine and engine behind it. And I always think, like, man, if you pull that machine, would some of them be where they are? You know, I've been fortunate to kind of be in this next era of Kendrick and Colon, where I've really been able to utilize the Internet to my advantage. So I haven't had to use the machine, but even if I was on a machine, it would probably be 50 times bigger, you know, so sometimes I think, like, is that. Is what you lose in these deals sometimes still worth it if you gain a legacy like, so say if I signed you to an album and I took all your royalties, but 20 years later, you're still able to do shows and make money, perform and make new music, because you have a name that was given to you by this machine, is it then fair? You know?

[LaRussell]

Yeah, but you know what? A lot of people don't get to see that, man. There's a lot of dudes out there that's unstuck right now.

[Richie Rich]

Yeah, it's. It all depends, I guess, the position you were put in. Myself I was fortunate enough to make, you know, be a member of Compton's most wanted, and then after that, venture out on my own as a solo artist. Being able to do projects like Boyz N Da Hood, Growing up in the Hood, you know, which was the number one single in the country at one time, being able to portray AWACS and menace to society kind of solidified it a little more. And then being able to just make music, you know, I think that's a lot of difference between a lot of artists today. And back in my era, we were highly favored on trying to make songs that would last through the test of time. Because back then, you know, you had to really prove yourself when it came to lyricism. Who was producing your record, who you assigned to. You know, there were no independents around. Everything was Sony, Universal, Def Jam, you know, this, that. So we tried to pride ourselves on making songs that would stand the test of time. Thus, I'm able to still go overseas. You know, I just came from a tour overseas for what, three weeks last February in Europe. I've been to Japan three or four times on tours. I'm still doing shows. I got a show with EPMD and Ice Cube in Detroit next month. So we're able to fortunate. We're fortunate enough to still be able to stand the test. But like you said, there's a lot of cats who came from our era who weren't. Who are not, you know, able to go out and do shows or. You know, I was able to do Grand Theft Auto with San Andreas and the video game, but Rockstar Games, you know, I was able to get on Mad City with Kendrick. You know, there's certain artists who are able to withstand the test of time. You know, the cubes, the MC8s, the Snoop Doggs, you know. But there were a lot of artists who came from our era who probably got washed and a lot of that major label shit, that's real.

[LaRussell]

And you always gotta be open man to do what's next. Like, you know, it's like now, like, even with this podcast and stuff you told me, man, 15 years ago, this should be like this. I'd have been like, man, you out your mind. I was just. We was just doing it for fun, man.

[Richie Rich]

You know, because, I mean, 20 years ago. I mean, 25 years ago, if, you know, motherfuckers was, you know, download, download, download, you know, And I'm. I'm a who came from. No, I go take a photo shoot and do a promo tour, and then my record comes in a package and all of that. So motherfuckers got to talking downloading shit to me. I thought they was stupid. Like, Internet and download. Like, ain't nobody motherfuckers ain't walking around with no ipods and shit like that. N still throwing in CDs and shit. So I was skeptical about the change, you know, but it happens.

[LaRussell]

Yeah, it is. And I think you just gotta be willing, man, just to go. Just to go where it goes. And you made an interesting point, man, because radio still creates a superstar. Like, people act like the radio was just dead now. No, radio still very much. You know, when power. When, you know, Hot 97 and Power 106 had them concerts, it'd be thousands of people there be, you know, in arenas and it'd be packed. So Radio Steel, you know, radio still creates the megastar. Right? But the thing is, as an independent, they still only go let you go so far on radio. And then you got. And then the thing is, you gotta play with them. Yeah. You would mess around and spend so much money that it ain't really. I don't see homies go out and spend 50, 60. Bigger their record get, though, the more didn't. Finally, they like, I can't keep affording this shit. Yeah, I can't afford it no more. And so I think that's what it is. But I think you kind of reinvent that mode too, though. Like, it's a lot of firsts, which you would not think what you go start seeing is dudes like Kendrick start. They go start bypassing these labels in a minute. Because now it don't make no sense to be. Especially when you get to where Kendrick is at. What is the label gonna do for them?

[Colleen Witt]

But that's. They're smart because when you get to a Kendrick, Cole, Drake level, they'll give you whatever you want to stay there because they know that you feel me. Like, they ran Drake tons of M's because they know, nigga, we not finna let you leave. You gonna come Be happy here. We give half a billion. Cause we know if you leave what that does to the infrastructure. So they smart. It's like even Kendrick now, you know, like having his own imprint, his distribution is still through the majors. And it's like, of course they gonna make sure he got what he needs so he don't have to go independent and throw off the market share. You feel me?

[LaRussell]

And it's still through Interscope. Of course, like Interscope always. No matter what happens, Interscope always keep they self in the mix.

[Richie Rich]

Well, that's the smart shit. Yeah, you get me. Like, this paperwork gonna be constructed to where if we ever fall out with these motherfuckers, we still gonna have firsthands of doing whatever you wanna do by yourself. Like you're not gonna cut us out of that. So even before shit gets started, we want that down on paper. You ever decide to lead them motherfuckers, cool. But we got first dibs when you decide to leave.

[Colleen Witt]

And they gonna always win that like major artist distro war. Because if I go independent distribution and I go to video or anywhere and I major, I could get like a 95. 5, right? But if I'm Kendrick and I want a independent distro, I could go to them and they gonna give me the same 95. 5 plus some chicken. Because they don't want me to go there.

[Richie Rich]

You feel me?

[Colleen Witt]

So it's like they always gonna win there.

[Richie Rich]

They gonna give you that signing bonus. Like, fuck that shit. Here, take this sign in bonus. We gonna give you that 955. But we on top of that, we gonna get your motherfucking sign in bonus too.

[Colleen Witt]

And that's the thing. Like, Stan, Indy isn't for everybody because everybody's not willing to do the work. There's a lot of work, man. And it's like you, when you sign to a label, you get an advance money in your pocket and you get a marketing budget. So money that they gonna spend just to make sure they investment yields return. When you Indy for everything, your ad budget, your seating, but your DSP budget. If I gotta go catch a flight and tour all of that, it's on you. And it's like, yeah, you make the lion's share of the money, but it's all on you. It's not a pot you get to pull from and a team of resources that's constantly pushing you too. So you really got away the benefits. Like, I'm in a point now where like I would sign major if it made sense. We just haven't found a situation that made sense, and I'm good enough and sustained enough to, like, do whatever I want to do so I don't have to. But when it makes sense, it's. It just don't. It don't. If you. It don't make no sense any otherwise, because all the infrastructure that you would have to go through to get to where you want to get to, you're going to have to go deal with them.

[LaRussell]

And this is your whole team. I noticed you came in with all this. Your team is with you.

[Colleen Witt]

There's like a tenth of it.

[LaRussell]

So you got your whole little squad right there. The good company is just.

[Colleen Witt]

You got your own movement and everybody do something.

[LaRussell]

That's the main thing. You got to have it, man. Because when I first started doing the whole media thing, I had a team of people, too. But then the moment I started asking people to kind of start picking up their way, because everybody just wanted money, you know, Everybody, you know, wanted to just thought they was gonna follow me around and just share my money with me. You gotta bring something to the table. Do you got a cat? Do you got a camera that you know how to use or something? Do you know. You know, do you have some contacts over here? You know, you gotta work. It ain't just you just go eat off of me. And that's powerful. You got your people down here with you, man. And it looked like y'all move as a unit, too.

[Colleen Witt]

I've went through so many phases of team and infrastructure and staff. Like, I started off with all of my close friends because I'm from a neighborhood that don't have resources or infrastructure. So I didn't necessarily have the people I needed. I just had who was available to me. I was always pushing and working, and it's like, come on, help me with this. Help me with. Let's run here. Let's go here. You feel me? And it really helped me get to a certain point. But when you start getting people in that are like people, you absolutely need that change the course of. You could tell when you find certain people because your life changed fast. Yeah, for real short amounts of time. And it has. It makes you look at everyone around you and be like, man, well, what was happening here and why? What? You know? So it's like when you really.

[LaRussell]

Sometimes friendships get tested, bro.

[Colleen Witt]

For certain, for certain, for certain. And it's like, you. It ain't even like a loss of a friendship. It's just like, I had a. I have a thing that I say, like If I don't believe this person would be able to live the same life without me, then I stray away from building business like some people. Tieta's the type of person, like, she was gonna get here regardless. She worked just as hard as me. She as driven as me. Splash was gonna get here regardless. He put that work in. So it's like, easy for us to be together. Cause it's like we were all gonna end up in the same place. But I've had niggas that was like, they would have never gotten to live the life that they was living while with me because they wouldn't have worked for it. You feel me? They wasn't willing to put in the time and the effort that it took to actually get there. And that shit throw off the boat and you don't realize it until you in the middle of the sea and it's like, yeah, for real. Hey, we need everybody to dump some water off this so we don't seek.

[LaRussell]

And it's like working with you and everything else too. I saw you had pops. He cooking food at the shows and stuff. Man. That's powerful, man.

[Colleen Witt]

That's cool, right?

[LaRussell]

That's cold, man. Like, what has been your moment, man, that you kind of had to sit back and be like, man, this shit really just happened. Like, who did you meet that really just fucked your head up so far?

[Colleen Witt]

Snoop. That was a major one, you know, just. Cause like, one of my early introductions to rap that I was like, I'ma be a rapper. My mama used to always watch the up and Smoke tour DVD and Snoop and Dre, and it was just like, I didn't used to think Snoop was a real person. I thought he was like a character. You feel me? Like, you don't understand it as a kid. So that was one that was just like, wow, we really walking in that path. Like, you know, I know N s go their whole life and don't meet Snoop Dogg.

[LaRussell]

Yeah, for real.

[Colleen Witt]

You know, it's not like for real. You know, people go, they. So when you get into certain rooms and meet certain people, start having certain conversations every day, I'm like, I have moments where I'm just hyper present, and I'm like, damn, this is really like my life, but it's still a dream, you know? Cause you see it all as a kid, and you don't imagine that you could be a part of it. I never met nobody, like, famous or successful, so I never thought that it was like a real tangible thing until I was an adult.

[LaRussell]

Yeah. And it's real important, man, to sit back and enjoy this stuff, man, because when you get to move, walk amongst a certain path, it's a blessing, man. And I really believe that God. I think all that stuff is a spiritual thing. I think it comes from God. I think God pretty much had a plan for this man, and said, you go be mc8. No matter what happened, man, I didn't.

[Richie Rich]

Know what the fuck I was going to do. Like I said, we didn't. I just. We just didn't know. We just didn't know. I didn't have the. You know, like I said, I didn't have no motherfucking. I guess you was all influenced by, you know, ooh, Michael Jackson. The Jackson 5 can sing and shit like that. But in reality, you like, no nigga.

[Colleen Witt]

Think he could be mine.

[Richie Rich]

I live on Johnson Street. I live on Johnson street in Compton, nigga Acorn the motherfucking place. So to be able to look up now and like, nigga got a son in college. I done been around the world three, four times. You know, every state in this motherfucker shows and videos and, you know, but you never put yourself in that position. Like you said as a kid, you always had those dreams, you know, as a kid, I was like, man, I'm gonna be a fireman. I'm be a policeman. You get me? Like, those are those kid dreams. You get me? Fuck that, you know, and then as reality starts sitting in and you seeing the fucking helicopter every night and niggas getting shot outside, you like, nigga, it is hell around here. Nigga, I ain't getting out of no. You really don't know, man, you get the cut. Like, shit, I joined the army. Like, what the fuck? What the fuck should I do?

[Amazon Representative]

Yes.

[Richie Rich]

I have no idea. Because, like, ain't no. Ain't no. Like, the niggas down the street is hustlers, nigga. They got all brand new cars and Daytons and beepers and cell phones and shit like that. And like. So where's the positivity in this shit?

[Colleen Witt]

You know what's hella crazy? That we grew up in a place to where, like, there's some people who grow up cultivated to where, like, in their situations, they be like, man, I could just apply myself. If I do this and do this, I'm gonna. We be like, n. I'm finna go to the military.

[Richie Rich]

Yeah, yeah. What's the easy answer? Real quick, nigga. I ain't trying to take no tests in school or do nothing. What's the easy answer? Nigga, RB fucking sign me up. It that for real, though?

[LaRussell]

Really?

[Richie Rich]

When you in, like poverty and you see struggle, you don't see success for yourself, man, like I said, you get to a certain point as a kid, yeah, I'm out there riding my Big Wheel and getting a little ice cream or whatever. But nigga, 1213 starts sitting in and you start realizing moms ain't giving up them $5 she used to give me as a kid. I'm out here broke and hungry. Like, what's the choice? Going to school is difficulty because I'm not dumb, but I'm not a motherfucking brainiac maniac. Square root of two and all that shit. Now this motherfucker's in school. Like, them motherfuckers is going some. That ain't me. Like that shit ain't me. Like, nigga, I'm basic with my math and English and shit like that. So, you know, you try to find that niche. Some motherfuckers be like, fuck it. And back then we didn't have seven on sevens and all these motherfucking contest kids can go play sports and get three and four stars.

[LaRussell]

And I thought that was good. It's hard because I played football, right? But I was from the hood. And it took a man to actually take me up out of Cleveland. I'm from the east side of Cleveland. He took me up them hills that I'd never been up. And he said, you know, you play football good enough to where you can really get out of here. But by the time I really realized that and started believing, it was too late and my grades wasn't right. But it still brought me out here to California, right?

[Richie Rich]

Nowhere. I saw down the street Nissan trucks with the ski racks on them big center lines and. And the homies had the VW bugs with the plush in them. I was like, one of them. I'm gonna be one of them. And it ain't gonna be no college scholarship. Ain't talking about no scholarships around here. Ain't coming around here. You better go grab you a double up 50 and hit the block.

[Colleen Witt]

And you know what's crazy? Like that the representation does everything. I see the difference in my nephews and the kids in my neighborhood and the kids at my daughter's school. When they see me and I hear the difference in how they speak and communicate when they around, like, they really see it different. Cause they see somebody successful just in the block, walking around, moving around. So they whole perception of it is different.

[Richie Rich]

Can you see the perception of all of Chris's friends who when they started as kids and you put em into youth football and shit like that, niggas going to college and shit. Niggas got bit, nigga. When I was that age, there was nobody going to no motherfucking college. And was influential.

[LaRussell]

Some of them kids, if I would. Some of them kids that's in school right now, hey, had I not been in my truck going to go pick them up, they probably might not have got there.

[Richie Rich]

Some of my friends may be still serving. Some of my friends still in prison right now. You get me? As opposed to how Khan had the difference. They going to college, got construction jobs.

[LaRussell]

I made sure my son didn't go through the refinery.

[Richie Rich]

Exactly.

[LaRussell]

I made sure my son didn't miss the like how my grades was messed up. I made sure my son went to the best school to where they had the, the, the NC two way person in the school, you know, in the athletic department to make sure his grades is right. I made sure when my son got them opportunities and all them colleges was knocking on his door, he was going to be able to go. Cause that really haunted me all my life. I was like, man, I could have really went to Ohio State or somewhere, man.

[Richie Rich]

And then, you know, you hear people say, you know, what opportunities were available, but a lot of opportunities weren't available. And like I said, for me it's a difference now because with the Internet and social media and being knowledgeable about certain like yourself, I never thought of that independency and man, put your own fucking records out. Make motherfuckers do this and do that and your value and whatever, man. I was like, man, I'm trying to get it the hell up out of Compton, man. So whatever it is, sign on the dotted line, let's go. So the influences are different today. You give me and that's great that some of us went through situations that gave them the ability to go, I ain't getting like that. Yeah, I'm not getting like that. I might as well do my own before I let a come along and take what, 90% of what I make you feel me. And then want to charge me back for the. And give me 7 cents for the that I'm making back for it.

[LaRussell]

You feel the record dealers like them checking the cash things. You know them people will go borrow money against their paycheck, but they damn, they got. That's where the record deal is, man.

[Colleen Witt]

That's exactly what it is.

[Richie Rich]

We're gonna put this record out and you don't understand. We're gonna make 30 million. But we invested 10 million. And your portion is fucking 50 cents. And you gonna pay us back. Motherfucking. You go pay us back.

[LaRussell]

50 cents.

[Richie Rich]

Now, the project that made about 100 million is great, but that's ours. You get me? That's our cut. Your business like, well, wait a minute. I wrote it, I produced it. A danced around like a clown for it. And, and after all I did, all I get is 50 cents and you get to keep like you ain't done.

[Colleen Witt]

That's all of them.

[LaRussell]

Then they still might come and tell you, oh, man, your record hasn't been profitable. But you know what? We could let you do another one. That's what they do. They always gonna let you do another one, but we'll let you do another one.

[Colleen Witt]

How that be making sense?

[LaRussell]

Yeah.

[Richie Rich]

You get to that 375 edge, we're going to let you do another one. Come on, 375, that's a little bit of change for us. So we're going to let you get another one. Now if you did about 150, you might not get another chance. But 3, 375, a lot of niggas was hitting that 300,000.

[LaRussell]

You gotta remember that 6, $7 a pop though, man.

[Richie Rich]

Come on, man. They like, come on, let's do another one.

[Narrator]

The holidays are about spending time with your loved ones and creating magical memories that will last a lifetime. So whether it's family and friends you haven't seen in a while, or those who you see all the time, share holiday magic this season with an ice cold Coca Cola. Copyright 2024 the Coca Cola Company.

[Amazon Representative]

The holidays are here and it's that time of year to think about, yes, gifts, but not only gifts. It's the guests, the party planning, and the true meaning of the season. Spending time with family and friends. We know it's a lot, but we're here to ease your mind and share some tips. So we'll make it through together. With the season getting underway, now is the time to shop for amazing holiday deals at Amazon. Amazon has a wide selection for all your holiday needs. The reason I love this so much is because it is the holidays and there's things that I've had family members and friends ask me for throughout the year that I simply would not give them the money to get. But I will get them the actual items. So whether it's laptops, hair steamers, dining sets, makeup, better wigs for Lauren La Rosa, whatever it is they need, Amazon got it. Amazon, last minute Deals are here. Shop last minute deals now on Amazon and visit Amazon.com black effect podcast for my favorite picks.

[Pandora Representative]

Be merry, be bright, be loved this holiday season with sparkling holiday gifts from Pandora Jewelry. Bring the sparkle to Black Friday with Pandora jewelry from November 16 through December. December 3 received 30% off. Storewide handpicked and ready to wrap, wear and love. Select from a wide range of possibilities for personalization. From festive charms with vibrant pops of color, shimmering rings and earrings designed to dazzle, to radiant bracelets and necklaces shining in a mix of luminous metals, Pandora has something special for everyone on your holiday list. Shop Pandora Jewelry today and save 30% off. Some exclusions apply.

[Richie Rich]

We have one more act for you this evening. I don't even you need to say his name. Mr. Bob Dylan from the director of.

[Narrator]

Walk the line and Ford vs Ferrari.

[Colleen Witt]

For anyone who's going to hold your attention on stage, you have to kind of be a freak.

[Narrator]

And starring Timothee Chalamet as Bob Dylan.

[LaRussell]

Are you a freak?

[Colleen Witt]

Hope so. Once upon a time you just so.

[Narrator]

Inspired by the true story. I want to know which side he's on this Christmas.

[LaRussell]

They just want me singing Blowing in the wind for the rest of my life. Bobby, what do you want to be? Whatever it is they don't want me to be.

[Colleen Witt]

How does it feel?

[Narrator]

He defied everyone.

[Richie Rich]

Turn it down.

[LaRussell]

Pay loud.

[Narrator]

To change everything.

[Richie Rich]

He's our Elvis with no direction.

[Narrator]

Timothy Chalamet Edward Norton Elle Fanny Monica Barbaro make some noise BD Track some mud on a carpet A complete complete unknown. Only in theaters Christmas Day rated R under 1790 minute without parent good sleep should come naturally and with the new Natural Hybrid mattress, it can. A collaboration between Leesa and West Elm, the Natural Hybrid is expertly crafted from natural latex, natural wool and certified safe foams to elevate your sleep sanctuary and support a greener tomorrow. Breathable organic cotton and moisture wicking Joma wool consistently provide cool and comfortable slumbering. Remember, every purchase helps fuel Lisa's work with shelters and those in need. Visit Lisa.com to learn more. That's L E E S A.com.

[LaRussell]

Hell yeah. So what did you do for work before you was when you first started? What was your regular job?

[Colleen Witt]

Man, I work for UPS. I worked for FedEx. I worked at a winery in Napa.

[LaRussell]

Them good jobs, dog. Them good gigs?

[Colleen Witt]

Hell nah. Now when you enter in, nigga, I was loading the truck. I was a driving helper running around dropping off packages at the winery N I had to stomp into being on grapes at a time. Moved up to like doing pump overs and production, but it was like labor. Then my last job was at aerospace. I got in there through a temp agency and I was just on the floor and packaging and laboring and shit. I start reading all their procedures and protocols and I changed some shit at the job. They used to spray paint, stencil, all of these military packages and. And it would take forever. And all I did was came in and read all the books because I was lazy. I didn't want to do all that. And I found out that it was like a military grade label that you could buy in this machine and you could just use those in lieu of the stencil and up the production like 100x. Like I really, I changed the shit out of that business to the point it was like we was doing more and getting more money in and getting more shit out than ever. And I didn't even realize. So like, like it got to a point I was asking for a raise and I'm asking for little money because I always making little money, not even thinking like, bro, you just changed the entire scope. Like they're gonna do this for the next 20, 30 years when you no longer here. They was doing this for the past 30 years before you came. So it's like I wasn't even really being compensated for what I was doing. But I learned so much. I was able to move up to like the administrative floor and work on contracts. And I was the only one up there with no degree. And you feel me? I started learning the biz there and I was making a little bit better money. But it still was like, now that I'm fucking successful and I make money and I actually run business, it was like I wasn't making no damn money there. I just thought I was making money. Cause I had more money than every nigga who I was coming up with. You feel me?

[LaRussell]

And did you ever find yourself at work thinking like, man, I should be on the road right now, I should be doing this right now, man.

[Colleen Witt]

Yeah. Cause I started releasing my albums and my first shows like a year and a half before I quit. So after every single show, I used to had to come back to work on that Monday and just be like, damn.

[LaRussell]

Did you ever have any co workers that discovered your secret identity?

[Colleen Witt]

Hell of them. I used to get CDs off at the job. Coworkers used to come to shows and hella people used to tell me, like, bro, you gonna be successful, you're a little bit Better than you know. So a lot of people knew, but a lot of people didn't know either. But I was always like. Even the people who didn't know I did music, they knew I was gonna be something because just on the floor, I was a leader. I moved and navigated a certain way. But, yeah, a few of them found out and they started coming to shows and supporting and everything. They knew what was up.

[LaRussell]

You had that anointing, bro. You had that. You know, the spirit spoke on you, man.

[Colleen Witt]

Yeah.

[LaRussell]

And knew he had something bigger for you. And that's what I think. I think that all of our. All our trials and tribulations, we going on our journey, man. Always prepares for something. Because I remember I would have something bad happen, like, and I'd be like, damn, like, that's fucked up. But then what I started noticing is that those bad things that happened kind of gave me some knowledge up here, man. It helped me in another situation. And I started thinking, like, I wonder what God got in store for me next. When one door would close, I'd be like, oh, that's cool. Cause something else about to happen. And it's always been that way. I know your kids get. Your kids got all the plug pull in school now, don't they?

[Colleen Witt]

Yeah, they do. Oh, God. My daughter is like, she's the school take care of her. Sometimes we'll go pick her up and her teacher will walk her across the street, right? But it's a beautiful thing. Like, it's real community. Like, her teachers are from the city, too, and they went to high school, like, with my sister, and they come to shows, like, it's a group of kids that go to her school that help out with the backyard shows. And like, we got like a little volunteer program that one of our members set up. So it's like, it's real community. But, yeah, she gets special treatment at school, man.

[LaRussell]

You might mess around and be inspiring the next Jimmy Iovine or something right in your backyard. You just never know, bro. Cause I look at. Even when I ran my little football program, I see kids that's out there, like, balling right now, some of them in the NFL and stuff. And I be like, damn. I remember when I picked that little dude up, he was crying. You knew he wasn't crying, and I kind of made him stay, you know what I mean? Like, certain little kids, and you can see it in them before they see it in themselves. And you like, damn, man.

[Colleen Witt]

And all it takes sometimes is one person to care. Like, we be going to My old high schools and. And we found a few kids that we really just changed their life by just being a presence and just a day and caring and bringing them to the crib and hey, hop on there. You could rap getting this out. You know, just being in the community, like you really, you really change people lives when you successful, when you in the community that you from. Cause they see you every day just like it's not a dream no more. It makes the reality feel like the only reason niggas even consider the army is cause we know so many niggas who in the army. So it's like when you see a bunch of people who like, ah, he's exactly. He made it, that starts to become your norm.

[LaRussell]

What is it, man, that you like, what's next for you? Like, what's the next level for you? What you trying to do next.

[Colleen Witt]

Man? I really, I really like, I'm living a version of my life that I never thought was possible at one point. So really I just wake up every day and do the work and whatever comes from that, I be good with, you know, I don't. I don't even shoot too far ahead. I know that if I show up and do everything I need to do, whatever is next gonna end up in front of me. That's what I'm gonna do.

[LaRussell]

I learned to really live in the present too and not really think so far.

[Richie Rich]

Yeah, you don't look to the future, you don't know what's promised. So right now you just try to handle business that's in your face and your presence right now. Make sure kids and family is straight, household is good, and whatever gonna come, gonna come. You know, when you know you. When you know you're doing motherfuckers, right, you don't really fear a lot of bullshit and a lot of mishaps to come. Your negativity, especially when you weed the negativity out. So from there you can try to just pace yourself. Like me, I don't like, is a nigga gonna call me next week to do a movie? I don't know. But I'm not tripping off that shit because I wait like you said, I wake up every day and I'm cool if I ain't gotta do a motherfucking thing today. But sit here and watch SportsCenter all day, I'm straight. I don't put myself in a position to go, God damn, I gotta. You know what I'm saying? I gotta this or they doing that, or maybe I should try something. You Know what I'm saying? Long as I'm comfortable, and I know, like, every. Those three aspects are good, then what else can you control? You get me? And it's either gonna happen or it ain't gonna happen. And I'm one of them type that. I hate anticipating. Shit. Don't tell me about nothing. Either it's gonna happen or it's not. You feel me?

[Colleen Witt]

And I have a lot of faith in my action, you know, I know if I plant an apple seed today at someday, I'm gonna be able to eat some apples.

[Richie Rich]

Exactly.

[Colleen Witt]

I don't know when that day gonna come, but I know the day gonna come where I'm gonna be able to eat some apples. And I'm cool with that. You know? I'm cool with just watering it every day until that day come.

[LaRussell]

And you got a roster over there, too, at Good Company, right?

[Colleen Witt]

Man, I got some monsters. I got some monsters. The whole team, not even just the artists. Like, the whole team for every position is, like, the best in their field. You know? Like, we really. Me and Tieta is both two kids from. She from Clear Lake. I'm from Vallejo, California. There's no infrastructure in either of those spots. It's not a lot of successful people from either one. And we in rooms with Snoop showing him like, hey, this some infrastructure and technology we built. You feel me? Like, I got. I got shakers all the way up the line.

[LaRussell]

That's dope, man. You know what? The next time y'all come down here, man, we want you to bring some of them. Some of those spitters down here, man. Cause you know, me and them got a radio show we gonna start doing next year, man. 20, 25, man. We want y'all to come down and bust, man.

[Colleen Witt]

Let me know. Let me know.

[LaRussell]

I might fuck around and get the. Come on, man. That's official, man. I'm really glad, man, you came down here to man a rock with us, man. When Nicole told me you was gonna do it, I said, yeah, man. This song is on and popping, man, right there now. You know it's gonna be a lot of people, man, that you inspire listening to this right now. What you gotta say to them right now, man? Give them some words, man.

[Richie Rich]

There's a lot of artists who might not know the right path to take. Cause dudes ask me all the time, up and coming artists, you know, I'm trying to, you know, get my. I'm trying to get my foot in the door, you know what type. And I always tell dudes to Try to connect where they from, you know, so, you know, that's one of the advices I give to artists coming up. Try to get the people where you from behind you in that aspect, the people who really believe in you. That's one of the things I try to say to artists. So you know, we like to ask people, you know, what's that one thing that you would. One advice that you would give to somebody, you know, starting from where you started, you know, if you see, you know, this artist, man, I remember I used to do that or I used to do that. You know, what's advice you would give them?

[Colleen Witt]

Be relentless. He who is willing is who will. I'm really, I'm independently major, you know, I get to use the same platform, same infrastructure. There's not too many. There's some major artists that you know, inside myself, they can't sell as many tickets at me and haven't cultivated what I cultivated. And it's because I was willing to do whatever it took to get to where I wanted to get. I meet a lot of artists now who was like, like, oh, but I don't want to post every day. Oh, but I don't want to shoot content like that. Oh, but I don't want to do the inter. But I rather you feel me. And it's like, well, you don't want to win, you know, and if you don't want to do those things, then you got to be willing to find something that you is that you are willing to do to get there. And if that don't exist, then you just keep complaining about the predicament and position. But me, it was like, still to this day, you know, like I'm successful when I still go out, show up here, show up here, go do that. I'm gonna still show up and do my work because I want it. You know, where I'm trying to get to is like, I know there's a certain amount of work required to get to that point and I'm willing to do every bit of it. And if the day I'm not willing to do it, I don't expect to win, you know, simple as that. I think that's what's been missing in today.

[Richie Rich]

It's like, gotta be willing.

[Colleen Witt]

Because we get to witness people make it so fast and it looks so f fast to us. We try to replicate that instead of replicating process, instead of doing everything they did to get there. We just want the result of them being instant, you feel me? And it's because we get to bear witness to it. We see people go viral one day and then they life change. And we're like, man, that's gonna happen for me. And it's like, maybe if you wanna rely on them odds, but if you don't wanna have to rely on a maybe, get your ass up every day and shoot. And then, you know, like, I don't. I don't. I don't really have a maybe in me. Like, man, I might make. That's not a thing to me. It's like, I know I'm gonna make it. Cause I do it every day.

[Richie Rich]

Yeah. Cause I'm gonna get up and go do it.

[Colleen Witt]

Like, that's.

[Richie Rich]

That's just it. There's no. Yeah, you gotta be willing. If you ain't willing, then, shit, you might as well just go ahead and sit back and ride.

[Colleen Witt]

Let it go. Let it go.

[Richie Rich]

Try something else, man.

[LaRussell]

For real. Well, y'all heard the man right there. Get up off your ass and go do it. And on that note, Jill, we out of here. Yeah, man. I appreciate you, man.

[Colleen Witt]

Mutual.

[LaRussell]

Let's go get this. Let's go get these pictures, man.

[Colleen Witt]

Let's do it. This is great.

[LaRussell]

For sure. Well, that concludes another episode of the Gangsta Chronicles podcast. Be sure to download the iHeart app and subscribe to the Gangsta Chronicles podcast. For Apple users, find a purple mic on the front of your screen. Subscribe to the show, leave a comment and rating. Executive producers for the Gangsta Chronicles podcast. Norman Steele, Aaron mca Tyler. Our visual media director is Brian Wyatt and our audio editor is Taylor Hayes. The Gangsta Chronicles is a production of iHeartMedia Network and the Black Effect Podcast Network. For more podcasts from iHeartRadio, visit the iHeartRadio app. Apple Podcast. Wherever you listen to your podcast, the.

[Narrator]

Holidays are about spending time with your loved ones and creating magical memories that will last a lifetime. So whether it's family and friends you haven't seen in a while, or those who you see all the time, share holiday magic this season with an ice cold Coca Cola. Copyright 2024 the Coca Cola Company.

[Amazon Representative]

The holidays are here. It's that time of year to think about, yes, gifts, but not only gifts. It's the guests, the party planning, and the true meaning of the season. Spending time with family and friends. We know it's a lot, but we're here to ease your mind and share some tips. So we'll make it through together. With the season getting underway, now is the time to shop for amazing holiday deals at Amazon. Amazon has a wide selection for all your holiday needs. I don't care if you want to get your people's laptops, gaming screens, whatever it is they need. Amazon got it. Amazon Last Minute Deals are here. Shop Last Minute Deals now on Amazon and visit Amazon.com black effect podcast for my favorite picks.

[Pandora Representative]

Be merry, be bright, be loved this holiday season with sparkling holiday gifts from Pandora Jewelry Bring the sparkle to Black Friday with Pandora jewelry. From November 16 through December 3, receive 30% off storewide handpicked and ready to wrap, wear and love. Select from a wide range of possibilities for personalization. From festive charms with vibrant pops of color, shimmering rings and earrings designed to dazzle to radiant bracelets and necklaces shining in a mix of luminous metals, Pandora has something special for everyone on your holiday list. Shop Pandora Jewelry today and save 30% off some exclusion supply.

[Narrator]

Game on Because ESPN content is now.

[Richie Rich]

Available on Disney for bundle subscribers, you can watch your favorites on Disney the boldest stories from Hulu and the greatest in sports from ESPN together like never before. With ESPN, unwrap a full day of NBA action streaming December 25th. Then with Hulu, watch the terrifying sci fi thriller Alien Romya, now streaming and on Disney. Follow a new adventure across the galaxy in Star Wars Skeleton Crew, now streaming terms apply.

[Narrator]

Visit disneyplus.com for details. Good sleep should come naturally, and with the new Natural Hybrid mattress, it can. A collaboration between Leesa and West Elm, the Natural Hybrid is expertly crafted from natural latex, natural wool and certified safe foams to elevate your sleep sanctuary and support a greener tomorrow. Breathable organic cotton and moisture wicking Joma wool consistently provide cool and comfortable slumber. Every purchase helps fuel Lisa's work with shelters and those in need. Visit Lisa.com to learn more. That's Leesa.com.