Universal Music Group has executed a multi-year agreement with EVEN to integrate the platform’s direct-to-consumer (D2C) sales tools with UMG’s global logistics infrastructure. The partnership enables turnkey fan engagement and physical fulfillment for UMG artists, leveraging EVEN’s compatibility with 30 global payment methods and Luminate chart reporting capabilities. Pilot campaigns for artists like Wale and J. Cole have already demonstrated measurable chart impact, with Wale’s owned audience growing over 300% during his release week.
This move represents a strategic pivot from pure streaming reliance toward high-margin superfan monetization, following UMG’s recent equity stakes in Stationhead and Complex. By centralizing D2C operations, UMG aims to capture a larger share of physical revenue—which saw a 23.1% YoY increase in Q3 2025—while retaining control over valuable first-party fan data.
Curated by MusicResearch.com from Music Business Worldwide. Read the full article at: Universal Music strikes deal with superfan platform EVEN to power D2C sales for artists worldwide
