Universal Music Group has struck a new multi-year partnership with Even a direct-to-fan platform aimed at helping artists build stronger connections with their most dedicated supporters while boosting sales and engagement beyond traditional streaming. This deal is one of the company’s latest moves to expand how artists interact with their audiences and monetise their fanbases in the evolving digital music landscape. 

Under the agreement, UMG’s labels and artists will be able to use Even’s suite of tools to offer early access to music, exclusive content, merchandise, and community features directly to fans before and during official release campaigns. The partnership combines Even’s digital fandom infrastructure with Universal’s global direct-to-consumer (D2C), vinyl and merch operations, making it easier for artists to turn superfans into long-term supporters and measurable revenue streams. 

Even’s platform includes both a consumer-facing marketplace and a white-label option that can transform an artist’s own website into a dedicated fan hub — complete with early drops, interactive spaces and sales options that count toward chart eligibility. UMG sees this as a strategic extension of its broader superfan strategy, intended to complement streaming with more owned fan relationships and deeper engagement ahead of major releases. 

The collaboration follows earlier UMG investments in superfan-focused services and reflects the label’s belief that direct fan monetisation will be a key driver of music business growth in the years ahead.