ED SHEERAN

As long as he’s been in the rap business, Russ has been about sharing the secrets of his success with fans and other aspiring artists. While that sometimes takes the form of preachy-sounding lectures on social media or interviews that can rub his intended audience the right way, he’s been getting better at softening his delivery, making sure that the message isn’t getting lost in the tone. In addition to starting his own, artist-friendly label, he seems to have found his niche thanks to TikTok, where he can speak directly to his fans, answering their questions in videos that offer more context.

A great example recently found its way to Twitter. In the video, Russ responds to a fan’s comment in a previous video asking how and why he spent $1 million on his new single, “Are You Entertained” with Ed Sheeran. In typical Russ fashion, he goes into detail, but this time, he’s sure he’s giving the right information to the right people, sounding confident instead of condescending. Offering a disclaimer, he made sure to note that “I’ve had songs go multi-platinum that I’ve spent zero dollars on and I’ve had songs do nothing that I’ve spent hundreds of thousands on. It’s not as simple as, ‘Oh, if you just spend money, the song does well.’ If that was the case, then there would be no flops.”

But on to the nitty-gritty: “Basically, I spent about $300K on the music video,” he recalls. “We shot it in London, [so] it was a whole big production. Then, I spent a little over $700K on marketing, which is like: I did Spotify marquee campaigns, radio, social media ads, [and] billboards overseas.” So, there you have it, an explanation of how much it costs to promote a new song, and a warning: It takes a lot more than money. Russ knows this, but luckily for his fans, he wants them to know it too. Check out the video below.