Every once in a while, a new artist grabs my attention.In a world where catalog artists are dominating the mainstream and there are over 100,000 new songs dropping daily on Spotify and YouTube, it’s very difficult for a new artist to cut through.Enter LaRussell.When we were a talent agency, we had a rule: if we heard the name of a new artist three times in one week, I would immediately stop what I was doing and reach out to them.We still use that methodology today in the marketing and trend work we do for brands. It’s all about creating multiple touch points with velocity across trusted input verticals. When they align, there is magic in those moments, and they deserve real attention.This month, it happened again.I first saw the buzz on social media: a splashy announcement; a catchy tune; a wave of reposts from different sources. Then, I read about LaRussell in Super Bowl PR coverage. Then, the algorithm started serving me his videos. I was hooked.LaRussell is definitely not new to this. At 31, he’s put in his 10,000 reps, releasing 41 albums independently since 2018 through his collective, Good Compenny. His latest album, Something in the Water, released earlier this month cut through with a creative pricing structure on the emerging superfans platform, EVEN. A growing group of believers are becoming collectors of his work while he continues activating his fan base with local stunts and consistent releases.Major traveling events like the Super Bowl, The Olympics, and All-Star Weekend often create breakout opportunities for local artists. As culture becomes more fragmented and localized, marketing has become more city-by-city.LaRussell had a big moment around All-Star Weekend in San Francisco last year, but this year he aimed even higher with his Super Bowl anthem, “I’m From the Bay.”And wow, did the plan ever work.He landed the official tailgate performance and secured a deal with Roc Nation’s label. Strategically, those moves likely went hand in hand, with Roc Nation leveraging its role as the NFL’s halftime show producer to elevate emerging talent connected to the moment and then running them through their distribution pipeline.From there, things accelerated. He became an in-demand Super Bowl performer, playing the Madden Bowl and a private brunch hosted by Gary Vaynerchuk. But what I really love is the videos.One of the golden rules in breaking a rapper is to lock down your block and build a real fan base. His new anthem is a perfect homage to San Francisco, full of nostalgia and pride. Every time I open YouTube, there’s a new video of him performing it at a different high school.The vids are shot in one take, reminiscent of the original Dollar Shave Club viral smash. It must be incredible for those students to be part of it.When I was in high school in the suburbs of New York, I knew a kid who appeared in the “Woo Hah” video. He instantly became a legend in our town. Then, the summer after my senior year, I was lucky enough to be in “It’s All About the Benjamins.” That moment changed everything for me. I realized how unbelievably exciting the music business was and, from then on, I became obsessed with finding ways to incorporate music into my career and the work I do.LaRussell is lighting up the Bay Area right now. He has the right hustle and one of the best new songs of the year. He’s still under the radar nationally, but he has California behind him and is building momentum quickly.For an artist to rise in 2026, they have to have a special connection with their fans. This is a real sweet spot for brands looking for exponential returns and good will. As a music lover, it’s exciting to catch on to an artist early, especially when they are building something authentic, joyful, and real like LaRussell has.
BEATS
American Eagle Taps Country Music Singer-Songwriter Ella Langley for Spring Ad CampaignAmerican Eagle has tapped multiplatinum, award-winning singer-songwriter Ella Langley for her first fashion campaign. The 26-year-old Langley will be attending Stagecoach Music Festival this year from April 24 to 26, which American Eagle is sponsoring. (WWD)
‘Music Is the Best Vehicle for Moments of Extreme Emotion’: How Shakira, Ricky Martin & More Crafted World Cup AnthemsShakira was spending the holidays at her farm in Uruguay, across a vast ocean from South Africa, host country of the 2010 FIFA World Cup, when she conceived “Waka Waka (This Time for Africa).” (Billboard)
Crocs Take Step Into Microdramas With CAATrendy footwear company Crocs is taking its first step into original entertainment — but don’t look for a new hour-long drama or half hour sitcom streaming on Netflix or Hulu. (Variety)
Harry Styles Announces Album Listening Parties In 40 Cities: “We Wanna Dance With All Our Friends”Styles’ fourth solo studio album, ‘Kiss All The Time. Disco, Occasionally’, is set to arrive on March 6. Now, he’s revealed that some fans will have a chance to hear it ahead of its release. (NME)
AI Music Enters The Olympics' Ice Dancing ContestAI-generated content, which some call slop, is everywhere. And the 2026 Winter Olympics are no exception, now that Czech ice dancers have come under fire for using AI-generated music in their routine. (Mashable)
Spotify Eyes AI ‘Derivatives’ As New Revenue Stream For Artists – Says Its Tech To Let Fans Make Remixes And Covers Is ReadyThe comments, made by Co-CEO Gustav Söderström on the company’s Q4 2025 earnings call on Tuesday (February 10), land amid an intensifying industry debate over how AI-powered derivatives of existing music should be licensed and monetized – and where fans should be allowed to create them. (Music Business Worldwide)
Amid Super Bowl and Olympic Season, Some Brands Go All In On NBA All-StarWith this year’s US vs. World format going down at Inuit Dome in LA, league sponsors are leaning into player partnerships, community activations, and social extensions during All-Star Weekend. (Marketing Brew)
BYTES
Changes are happening! Episode 664: Changes are happening! This week Jay Gilbert explains why he is stepping down from The Music Biz Weekly podcast to focus on teaching. What does this mean to the podcast? Well essentially very little… the podcast continues.
There is life after Brat, as Charli xcx proves with her second soundtrack, this time for the blockbuster Wuthering Heights. Without any pressure, this album allows the artist to calmly experiment with new sounds while returning to others closer to her first album, True Romance. (Metal Magazine)
The Apple Vision Pro is finally getting an official visionOS YouTube app on Thursday. With the visionOS YouTube app, you’ll be able to watch all videos available on YouTube, including standard videos, Shorts, 3D, 360, and VR180 videos.
J.M. Smucker coffee brand Folgers is reimagining its jingle for new generations in audio-centric creative intended to change the way consumers think about waking up in the mornings, according to information shared with Marketing Dive.
SPIN IT BACK
LAST WEEK'S BEATS + BYTES | Culture Doesn’t Happen Live AnymoreBeyond the Benito Bowl–where the shared emotion of the performance and watching it live together felt like the biggest play of the game, everything else was… kind of meh?
This week's newsletter was carefully curated by the Nue Agency staff and our editor Rachel Meisner. If you think we missed something this week or have any suggestions/comments for next week's newsletter, let us know!