EVEN Membership:
From One-Time Transactions to Recurring Fan Relationships
(Details)
(Challenge)
Connecting artist needs with platform strategy
The Market Gap: Creator economy platforms like Patreon dominate subscription-based fan relationships, but music platforms remain stuck in transactional models. Artists on EVEN had loyal fanbases but no infrastructure to convert them into recurring supporters. The two-week Release window created churn: fans engaged briefly, then disappeared until the next drop. The Strategic Opportunity: EVEN had something Patreon didn't: deep integration with music releases and distribution. By adding membership, we could offer artists both immediate launch revenue (Releases) and long-term stability (recurring subscriptions), creating a hybrid model that captures the full fan journey from discovery to patronage. My Role: I led product design and acted as product lead for both Backstage (artist tools) and Fan Marketplace (fan experience). I owned strategy, user research, product definition, and design execution. I conducted discovery research, interviewed users, analyzed insights, and prioritized the roadmap. I led a team of 2 designers and partnered with 2 tech leads, dev, operations, and artist relations.
(Goal)
Create a sustainable membership product that:
Enables artists to generate predictable, recurring revenue beyond Release windows Converts one-time buyers into long-term community members Reduces creator overwhelm through scalable, self-service tools Validates that fans value ongoing access over transactional content consumption Success meant: High artist adoption, strong fan conversion, low churn, and a product that could scale from 1 artist to hundreds without breaking.
(Next)
