Selling direct-to-fan and making money even when you're an emerging artist: Mag Rodriguez of D2C platform Even talks about the future of artist commerce
Mag Rodriguez, CEO of D2C platform Even, shares insights on how emerging artists can thrive in the direct-to-consumer landscape. He discusses the benefits of selling directly to fans, often yielding more revenue than streaming services. The importance of leveraging fan data and treating superfans fairly is emphasized, ensuring artists maximize income without exploiting loyalty. They also explore how Gen Z's preferences for experiences over products shape artist commerce and the transformative potential of platforms like Even in the music industry.
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volunteer_activism ADVICE
Leverage Existing Assets
Build your Even campaign around existing assets like videos, tours, and merch to complement, not complicate, your strategy.
Offer fans early access and exclusive items to keep them engaged beyond just the music.
insights INSIGHT
Fan Segments Misunderstood
The music industry misunderstands fan segments beyond just superfans and passive listeners.
Even's biggest consumers are conscious consumers and impulsive buyers, not only superfans.
volunteer_activism ADVICE
Keep Fan Experiences Simple
Limit direct-to-fan experiences to four or five to avoid overwhelming fans.
Treat Even as a funnel for new revenue, not a replacement for merch or other existing businesses.
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Ep. 161: Direct to Consumer is a model that most artists, of all sizes, are now prioritising. But which type of artist does this approach work – and not work – for? Mag Rodriguez, CEO/founder of D2C platform Even – which has the tagline "Buy The Art From The Artist" – talks to Music Ally's Editor Joe Sparrow about how artists can use this business model to generate money.
He says that artists can make more money from a new release this way than on a streaming platform, sometimes even before that release reaches the DSP.
Joe and Mag also talk about artists using fan data, how emerging artists with small fanbases can make D2C work, and how to treat superfans in a way that feels fair, while maximising income for artists and the experience for fans?
Music Ally Focus 