Dallas Mavericks All-Star point guard Kyrie Irving made headlines again by paying $11,001 for a copy of California rapper LaRussell’s independently released album Something’s in the Water, part of the artist’s unconventional “pay-what-you-want” pricing strategy that has gone viral online. Irving’s purchase was confirmed during a livestream where LaRussell revealed the high-profile sale, identifying the buyer as the Mavericks’ No. 11 and noting the exact amount he paid for the record. During the live call, Irving told the rapper, “You earned it,” acknowledging LaRussell’s hard work and dedication to his craft. The moment quickly spread across social media, drawing attention to the project’s grassroots appeal.

LaRussell’s approach allows fans to support his music at virtually any price, a model inspired by the late Nipsey Hussle’s independent sales tactics. Following Irving’s endorsement, other notable figures like Snoop Dogg also purchased copies, with Snoop reportedly paying $2,500. Within a day of launching pre-sales, LaRussell said he moved around 1,000 copies, including fans paying several thousand dollars each, illustrating significant traction for the self-released album.

Irving’s involvement shines a spotlight on LaRussell’s ambitions to sell 100,000 albums independently, tapping into a direct-to-fan platform called EVEN that lets buyers choose their own price point. The NBA star’s purchase adds to Irving’s growing list of off-court engagements that capture public interest, following reports of his three-year contract extension with the Mavericks worth approximately $119 million as he recuperates from injury and continues to plan his return to play.