Direct-to-fan platform EVEN has struck a deal with digital distributor Too Lost that will give the latter company’s 400,000 artists and labels immediate access to D2C storefronts and daily payouts.
The partnership, announced today (September 24), integrates EVEN’s commerce infrastructure directly into Too Lost’s dashboard, allowing artists to sell music, content, merchandise, tickets, and exclusive experiences directly to superfans.
For Too Lost, which was recognized on the 2025 Inc. 5000 list of fastest-growing private companies in America, the partnership follows a year (2024) in which the company reports to have paid out over $50 million in royalties and distributed more than 2 million new songs, which it claims, “represent[s] 5% of all global releases”.
The partnership announced with Too Lost today extends EVEN’s reach significantly.
The New York-headquartered platform, which launched in April last year, says that over 500,000 artists across 3,000+ labels and distributors in more than 110 countries now have access to its platform, supporting over 30 payment methods and 140 currencies. EVEN also asserts it’s the only ‘superfan platform’ to report sales to Luminate for Billboard chart eligibility.
The integration arrives as independent artists increasingly seek alternatives to streaming-only revenue models. EVEN reports that artists on its platform earn an average of $20 per album sale, with daily payouts and full ownership of fan data.
Notable artists to have used EVEN’s platform include J. Cole, 6LACK, Chance the Rapper, Mt. Joy, and LaRussell, among others.
As part of the partnership announced today (September 24), select Too Lost artists will also receive dedicated creative and marketing support to amplify their campaigns.
“Streaming remains vital for discovery, but superfans are proving to be the true revenue drivers, outperforming passive listeners by orders of magnitude,” said EVEN in a statement.
Early results from Too Lost artists using EVEN highlight the platform’s potential.
The companies cite a DIY artist with just 2,000 followers who earned $700 from 23 superfans, which, they point out, is equivalent to approximately “200,000 streams on a major DSP”. Another artist with 160 monthly listeners generated $200 within 24 hours of launching their storefront.
Other Too Lost acts cited as having used EVEN’s tools so far include Congolese-Canadian artist Jev. who has sold autographed vinyl to fans, while La Reezy bundled his album with a documentary and handwritten lyrics. Indie act Felly, meanwhile, offered exclusive unreleased tracks and one-on-one meet and greets.
“Direct-to-fan isn’t a side hustle, it’s becoming the primary income driver for emerging and established acts.”
Mag Rodriguez, EVEN
“Direct-to-fan isn’t a side hustle, it’s becoming the primary income driver for emerging and established acts,” said Mag Rodriguez, EVEN’s CEO & Founder. “Together with Too Lost, we’re proving that a few dozen committed fans can outperform hundreds of thousands of passive listeners.”
“With EVEN, thousands of our creators can wake up tomorrow with a fully built storefront, ready to convert superfans into revenue on day one.”
Bjarki Larusson, Too Lost
Bjarki Larusson, Too Lost Co-Founder, added: “Our artists want a clear path to new revenue streams. With EVEN, thousands of our creators can wake up tomorrow with a fully built storefront, ready to convert superfans into revenue on day one.”
EVEN’s partnership with Too Lost arrives just two months after the D2C specialist teamed up with Secretly Distribution (SD), the independent distribution/services arm of Secretly Group.
Secretly Distribution works with a range of independent artists and labels including Rhymesayers, Captured Tracks, A24 Music, Chrysalis, and DFA, plus Secretly’s own labels such as Dead Oceans, Ghostly International, Jagjaguwar, Secretly Canadian, and the Numero Group.
As part of the partnership, all SD’s distributed labels now have ‘seamless access’ to EVEN’s direct-to-fan monetization tools, with all artists across SD’s labels receiving EVEN profiles without any setup required.Music Business Worldwide