From LaRussell to J. Cole: EVEN is Reimagining Music Monetization

In a music industry dominated by streaming numbers and algorithmic playlists, EVEN has emerged as a genuine alternative for artists seeking meaningful connection and revenue. Its founder, Mag, describes it as “the infrastructure layer for superfandom,” a system that enables creators to own their audiences and monetize directly. The concept implements a premium paywall release before engaging with the broader streaming ecosystem, helping artists build sustainable careers beyond vanity metrics. This model challenges the traditional download-and-stream cycle by prioritizing real fans willing to support an artist early and energetically.

Mag shared the origins and impact of EVEN during a wide-ranging interview for The Manager’s Playbook, where he broke down everything from tech development to artist case studies and global expansion. The idea behind EVEN first took shape when he worked with a venture fund focused on artist development. He observed an industry-wide phenomenon: musicians would amass huge streaming figures but still struggle to cover rent. Inspired to take action, he drafted a white paper in 2021 arguing that “no other business in the world operates like this,” referring to music economics. The paper became the blueprint for EVEN, proposing that artists launch exclusive projects directly to fans before pushing to DSPs.

With the backing of venture partners Joe and Troy, Mag left Milwaukee and relocated to Los Angeles. There, he brought the white paper to life, dedicating seven months to building the platform from scratch. What began as a frustration-driven concept soon evolved into a platform empowering both emerging artists and established names. EVEN now stands as a testament to how intentional, fan-first economics can reshape music distribution.

From Artist Manager to Platform Builder

Mag’s path to creating EVEN was paved by years in artist management. While working with independent acts such as Ishtar in Milwaukee, he experienced firsthand the limits of streaming income. The breakthrough came in 2014 when an Empire distribution deal resulted in a $12,000 check. Though the payment felt momentous, it also exposed industry inconsistencies—artists racked up listeners, yet still lacked financial stability. “Vanity numbers confuse what’s really happening,” Mag reflects, recalling that moment as a turning point.

Transitioning into artist development, Mag joined a venture-backed accelerator that provided $20,000 no-equity grants to acts in cities such as Detroit and Cleveland. Over four years, he watched artists scale quickly—gaining traction, but never translating reach into support. Meanwhile, startups with small user bases secured million-dollar investments internally. The disparity bothered him, signaling that the music industry was failing its creators. That frustration fueled the push for a better economic model.

In 2021, frustrated by conventional financial structures in music, Mag took his white paper directly to his investors and proposed building a platform to bridge the gap. Joe and Troy saw the potential and greenlit the project. Mag then assembled a focused team, leveraging product, engineering, and artist relations expertise. From blueprint to beta test, that initial groundwork led to EVEN’s first real-world use cases and early success stories.

LaRussell and the First Breakthrough

The platform’s first real test case came through Bay Area artist LaRussell—an emerging act with a dedicated fan base. Introduced by industry veteran J.R. McKee, LaRussell confirmed he was already trying many direct-to-fan strategies. Mag’s pitch was simple: “We can streamline that process for you.” To validate EVEN’s promise, they set a challenge together—if Mag could drive 200 album sales in 24 hours, LaRussell would take the leap.

Mag went to work, emailing his network, sharing demo links, and even offering refunds in exchange for honest feedback. He hit roughly 170 purchases—short of the goal, but still significant. LaRussell saw deeper value. “You got more than 100 people to buy my album and they don’t even know who I am?” he exclaimed. That question reflected a breakthrough—EVEN had tapped into superfandom potential.

The results poured in fast. A few hours after going live, LaRussell pulled in $27,000. Within a week, he netted $70,000—and after 30 days, his total hit $100,000. That single campaign earned more than three years of streaming combined. Encouraged, LaRussell released 14 albums through EVEN—each cycle reinforcing the power of upfront revenue followed by broader DSP campaigns. For Mag and LaRussell alike, this prototype represented a repeatable, scalable model.

Emotional Milestones: A Fan’s Story

The EVEN model doesn’t just lift artists—it transforms lives. One of the most poignant stories Mag shares comes from a woman in her 50s who called after purchasing a direct-to-fan release. It was her first time supporting an artist financially in this way, she explained, and she was moved by having a tangible connection to the creator. She found pride in owning the project, watching her support translate into music that mattered.

Her experience emphasizes EVEN’s emphasis on empowerment and belonging. For many superfans, supporting early means more than downloading a track—they desire recognition and emotional investment. The fan’s phone call left Mag deeply affected, reinforcing that EVEN’s impact transcends numbers. It reminded him that music thrives strongest when backed by community—not just streams.

For artists, that community response has real consequences. They gain financial validation, but also emotional reinforcement. A fan taking the time to connect proves value beyond the algorithm. When artists witness this sort of reaction, it often influences future creative decisions and nurtures deeper audience relationships. EVEN’s model, built on these moments, leverages emotional ROI as much as financial benefit.

Data, Strategy, and the DSP Connection

EVEN employs a strategic launch formula: it starts with direct-to-fan campaigns, then follows with streaming distribution—flipping the typical release process. Mag uses the analogy of a movie premiere versus general distribution: you release to superfans first, akin to a high-stakes theater showing, before opening to a broader audience on streaming platforms. This approach builds anticipation and financial fuel before hitting DSPs hard.

He also compares it to fine dining versus fast food. Investing in superfans is like offering a curated, unforgettable meal rather than expecting mass appeal from a generic dish. That intentionality creates deeper loyalty and increases chances of repeat purchases. Once that foundation is in place, EVEN drives DSP campaigns, using the early-tuned engagement to fuel algorithmic resonance. This two-step cycle aims for long-term sustainability rather than temporary spikes.

The data supports this layered strategy: even small early releases can trigger DSP boosts, thanks to fan engagement and listening velocity. Mag frames it as rewiring streaming algorithms via superfandom inputs. With upfront revenue in the bank, artists gain resources for DSP campaigns without sinking their own funds. It’s not just a marketing hack—it’s a financial system that reinforces itself through data-driven planning and fan-first economics.

Catalog Control and Long-Term Value

A central theme underscored by Mag is catalog ownership as the ultimate financial lever for artists. His white paper and interviews both highlight that catalogs are where real sustained revenue lies. Through EVEN, artists can guard early sales while strategically deploying DSP exposure afterward—without sacrificing rights or revenue. It’s a deliberate alternative to irreversible catalog-buyout deals commonly offered by labels and private equity entities.

Mag argues that lost catalog ownership means lost future wealth. Those early sales provide upfront cash, but holding onto catalog rights ensures long-term income from syncs, licensing, and continuous streaming. This perspective echoes industry insiders who urge emerging artists not to trade away their long-term value for short-term gains. Even established acts can benefit from this guardrail—EVEN simply creates an actionable path to preserving control from day one.

The model also educates about alignment. When artists own catalogs, they can make decisions uninfluenced by external backers. Mag points out that artists are better than anyone at marketing their own catalog—but only if they retain ownership. EVEN aims to wrap that idea into its core mission: financial autonomy meets direct-to-fan infrastructure.

Expanding Globally: Inclusivity and Accessibility

Not content with U.S.-centric focus, EVEN has quickly scaled beyond domestic borders. Mag highlights rollout into communities in Nigeria, Mexico, Colombia, and beyond, supporting payout in local currencies. That functionality is crucial: unbanked artists can earn and access revenue without relying on U.S. payment systems. It reflects EVEN’s mission of democratizing music economies globally.

The platform’s global reach extends opportunities for artists who otherwise might be overlooked in Western-centric streaming pipelines. With EVEN, they can bank on their local and diaspora communities, monetizing from day one. Mag emphasizes the value of scale when you include regions traditionally sidelined by industry gatekeepers. And this is more than technical—it’s a cultural mission.

It’s also strategically important during global touring pauses or public health disruptions. Artists may not be able to physically tour in markets like Mexico City or Lagos, but EVEN enables commerce digitally. That compensates for lost ticket revenue and preserves fan relationships consistently. In an increasingly digital-first world, EVEN’s global capabilities are a lifeline for artists everywhere.

AI, Authenticity, and the Future

Looking ahead, EVEN sees AI as a key tool—not for replacing human creators, but for boosting authenticity. Mag frames it this way: while mainstream platforms risk homogenizing output, AI can help indie creators stand out by doing more with less. From building virtual merch experiences to automating communications, EVEN aims to leverage AI behind the scenes so artists can stay creative and human-facing.

He also cautions about cultural representation. With global expansion and diverse payments come the responsibility of designing AI that respects Black and brown creators. Mag stresses that the tech itself isn’t neutral; it must be built through inclusive teams and value systems. EVEN has consciously built its engineering team with global representation to embed cultural nuance into product decisions.

Ultimately, EVEN’s approach to AI is pragmatic and artist-aligned. It’s not about flashy features—it’s about utility, automation, and amplification. By using AI to remove friction, EVEN helps creators focus on art while building sustainable business. As the platform evolves, Mag expects AI-enhanced operations to unlock more release types, fan experiences, and monetization streams—lean, ethical, and empowered.

The J. Cole Moment: A Business Case Study

EVEN’s credibility recently received a high-profile boost through a collaboration with J. Cole on the 10-year anniversary of 2014 Forest Hills Drive. Rather than release the well-known album through standard label channels, J. Cole’s team partnered with EVEN to offer a paywalled audio series and exclusive merch via Shopify. The result: millions of dollars of earned revenue and valuable first-party fan data.

At Madison Square Garden, Cole and his team demonstrated this integration live during a concert, streaming fan mechanics tied to Shopify purchases. The transparency of using EVEN behind the scenes created a fan-first moment that emphasized value and exclusivity. Mag notes that this model—focused on ownership, relationship, and revenue—resonated deeply with seasoned artists and their teams.

While still ironing out the postmortem, EVEN tracked significant data-driven boosts in mailing list sign-ups, direct sales, and merch engagement. The project shifted conversations in the industry. Mag believes it proved that major-label resources and direct-to-fan infrastructure can coexist. For EVEN, the collaboration validated the platform’s potential as an indispensable tool—even for global superstars.

Building a Sustainable Music Economy

EVEN is staking a claim in a shifting musical economy. It’s not just a tool—it’s a mission to restore monetary balance in a notoriously inequitable industry. By prioritizing superfandom, protecting catalog ownership, global payments, and thoughtful AI, EVEN promises a path to autonomy and longevity for creators.

For artists like LaRussell and fans like the woman in her 50s, EVEN represents both financial possibility and emotional connection. It flips outdated release strategies upside-down, reframes success beyond streams, and centers culture—not just commerce.

EVEN is still early-stage, but its case studies are compelling. Mag plans to launch features like tiered subscriptions, AI-powered studio experiences, and expanded live integrations. If EVEN continues on this trajectory, it could reshape music’s financial blueprint. For the broader culture, that means power in the hands of artists—and authenticity in the hands of fans.