Case Study

AJ MCQUEEN

ST. LOUIS, MO — USA

EVERYTHING'S THAT DEEP

AJ McQueen released his third studio album Everything's That Deep on EVEN a week before streaming and generated $3,821 from 185 fans at an average of $21 each.

FANS

185

REVENUE ON EVEN

$3,821

AVERAGE PER FAN

$21

TO MATCH ON STREAMING

1.1M

ALBUM · 23 TRACKS · GOD BODY RECORDS

EVEN.BIZ/RELEASES/EVERYTHING-S-THAT-DEEP

ON EVEN

Jun 12, 2026

ON STREAMING

Jun 19, 2026

EXCLUSIVE WINDOW

7 days

ENTRY PRICE

$20

TIERS

1 · album + chat

RELEASES ON EVEN

5 since 2023

THE ARTIST & RELEASE

How AJ McQueen Made $3,821 From 185 Fans In One Week

AJ McQueen is a St. Louis-raised, Houston-based rapper, poet and author with 709K Instagram followers. For his third studio album, Everything's That Deep, he gave fans seven days of exclusive access on EVEN before streaming. It was his fifth release on EVEN, with one price and one instruction on every post: comment "ALBUM" and he sends the link.

THE ROLLOUT

Seven days between EVEN and streaming

JUN 12 → JUN 19, 2026

APR → JUN

Three singles

"Love Don't Cost a Thing", "90's Fine" and "Just Like Music" led the way.

APR → JUN

Three singles

"Love Don't Cost a Thing", "90's Fine" and "Just Like Music" led the way.

JUN 12

Album on EVEN

Everything's That Deep live at $20, with the community chat.

JUN 12

Album on EVEN

Everything's That Deep live at $20, with the community chat.

JUN 19

Streaming release

Seven days later the album reached streaming.

JUN 19

Streaming release

Seven days later the album reached streaming.

LATE JUN

Tour starts

The Everything's That Deep tour opened at City Winery in St. Louis.

LATE JUN

Tour starts

The Everything's That Deep tour opened at City Winery in St. Louis.

WHAT HE OFFERED

Tier

Price

Includes

Album + Chat

$20

Full 23-track album + Community Chat

Standout move: One price and one call to action. Every post told fans exactly how to buy.

WHAT MADE IT WORK

A habit, not a launch

Five EVEN releases since 2023 taught fans where the music lands first

Comment to buy

"Comment ALBUM and I'll DM you the link" closed every post

One price

$20 with no tiers kept the decision simple

A week ahead

Seven days of exclusive access before streaming rewarded buying early

RESULTS

$3,821 from 185 fans.

Average purchase: $21. 185 fans = the equivalent of 1.1M streams.

KEY TAKEAWAYS

Repeat the play.

Releasing on EVEN first every time turns buying direct into a habit.

Make the ask specific.

A one-word comment is easier than finding a link.

Simple offers sell.

One album at one price still earned what 1.1M streams would.

“I built my fan base by selling directly to the people.”

AJ McQueen

Forward Times, 2024

THE ARTIST

AJ McQueen

St. Louis, MO / Houston, TX · Hip-Hop · God Body Records

Starting as a soulful midwestern emcee, AJ McQueen has amalgamated his lyricism, consciousness, and his own life experiences into his music.

INSTAGRAM

709K

@ajmcqueen

SPOTIFY

33.7K

Monthly listeners

EVEN

Releases on EVEN

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Join 500K+ artists getting EVEN

On EVEN your music will earn more and help you connect deeper with your fans.

Start Earning Today

Join 500K+ artists getting EVEN

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