CASE STUDY
Jessie Reyez
A LITTLE VENGEANCE
Jessie Reyez: More Sales, No Streams
The streaming numbers barely moved. The sales numbers moved a lot. The story is in what she gave fans to buy at alittlevengeance.com.
Jessie Reyez / A LITTLE VENGEANCE
AT A GLANCE
ARTIST
Jessie Reyez
RELEASE
A LITTLE VENGEANCE
RELEASE DATE
June 12, 2026, same day as streaming
EVEN EXPERIENCE
alittlevengeance.com. Digital album from $7.99 with eight buyer-only bonus tracks, physical pre-order, limited merch, community chat, a flyaway contest, tour presale with hotels
PRIMARY STRATEGY
Give fans who already stream it for free a reason to buy it too
KEY RESULT
Her highest-selling album to date, mostly from direct sales
By the numbers
Digital sales up 384 percent, according to campaign reporting.
Physical sales up 99 percent in the same comparison.
The physical pre-order sold out, followed by a seven-piece merch run.
A 17-track album from $7.99, with eight additional tracks for buyers.
What else was happening
On June 12, 2026, her 35th birthday, Jessie Reyez released A LITTLE VENGEANCE and performed at the World Cup opening ceremony in Toronto. While the world was watching, fans could go deeper at alittlevengeance.com, her personal website powered by EVEN Studios, where the album came with eight extra tracks.
In August, she announced a 13-date tour with Live Nation, including stops at the Kia Forum and Barclays Center, some of the biggest rooms she had ever played. Once again, her website was where fans went to get in first.
The story
According to campaign figures, digital sales rose 384 percent and physical sales rose 99 percent, without taking anything away from streaming. The difference came from her personal website, powered by EVEN Studios, which gave fans more music to buy without asking them to change how they listened.
The campaign started five weeks before release. On May 5, 2026, the album announcement and pre-order went live together on alittlevengeance.com. In the weeks before release, fans could preview unreleased songs on the site and vote for their favorites, giving them a hand in the album's rollout before the full record arrived.
On release day, the album was available for $7.99 on her site, and buyers received eight bonus tracks they couldn't get on any streaming platform. Fans could still listen to the standard album wherever they liked, then come to Reyez's own store for more.
Beyond the music, the site kept fans engaged with a fan chat and Fly a Fan, a contest offering a trip to see Reyez perform live. The physical pre-order sold out, and when a seven-piece merch collection dropped on July 23, it sold out too, giving fans a reason to return weeks after release.
By the time the tour was announced in August, fans already knew where to go. They could sign up for the presale and receive their code instantly, with nearby hotels listed alongside ticket details for anyone traveling to a show. From the first preview to the final tour date, carried the entire campaign.
What worked
Give fans something to do before release
Reyez used EVEN to play fans' pieces of the record and ask what they thought. That gave them something to do while they waited for the album.
Make the paid version worth considering
The answer was eight more songs. Fans could stream A LITTLE VENGEANCE, or buy it on EVEN and hear the additional tracks too.
Give each offer its own moment
The physical pre-order sold out before the seven-piece merch run arrived. Keeping those offers apart gave fans time to pay attention to each one.
Put the hotel next to the ticket
For fans travelling to a show, accommodation was part of the same decision. Showing hotels alongside tickets made that information easier to find.
How to make it work with EVEN
The idea: Give people who already stream your music a reason to buy.
How to apply it: Build an offer around something they cannot get from the standard album. Additional tracks made that distinction clear here; your offer should be just as easy to describe.
With EVEN: The paid album can arrive alongside the streaming release, with additional tracks for buyers and checkout handled on the site.
The idea: Let fans take part before the album arrives.
How to apply it: Share a preview and ask for a specific response, such as choosing between versions, covers or singles. Be clear about what their vote will decide.
With EVEN: Previews, voting, pre-orders, merch and presale signup use the same fan accounts, so the team can reach participants when the next part of the campaign is ready.
Beyond release week
Streaming was still there, but her website offered more: bonus songs at release, merch in the weeks that followed, then tour access and hotel options once the dates were announced.
Reyez used her personal website, powered by EVEN Studios, to give fans who were already listening a reason to buy more of the music, and kept it useful as each new chapter of the campaign arrived.
BEYOND RELEASE WEEK
The takeaway
Streaming reach or direct sales isn't the choice most artists think it is. Her listeners kept streaming at exactly the rate they always had. What changed is that enough of them were given something worth buying, and enough of them bought it that this became the best-selling record of her career. Healthy streaming isn't a reason to skip the direct campaign. Those listeners are who the direct campaign is for.