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“I’ve been at this shit nine years and now they start to call,” Russ sings on his breakout single, “What They Want.” Don’t confuse this as idle boasting from the eclectic Atlanta phenomenon; it’s a reminder that his rapid ascent was anything but accidental.
As the truism goes, there are 10 years of hard work behind every overnight success. In an industry filled with plants and manufactured hype, Russ did it all himself. No deep-pocketed managers funded his ascent. No co-signs propelled his rise.