Ty Myers Hid the Tracklist

By the numbers

• Every title hidden behind a blank when the pre-order opened.

• A $7.99 pre-order with a countdown running on the page.

• Songs revealed one at a time, starting with “Always On My Mind” with Carter Faith.

• Album, shop, content, tour and chat built within days, with chat opening alongside the record.

What else was happening

Ty Myers's tribute to Willie Nelson runs deeper than music. The 19-year-old already has an armadillo tattoo, a nod to Armadillo World Headquarters, the Austin venue tied to Nelson's second act, and he told the LA Times he plans to add a red bandanna and Nelson's signature braids. So when it came time to release Two Braids & The Truth: My Tribute To Willie, Myers and his team used tysociety.live, his personal website powered by EVEN Studios, to turn the album's tracklist into a guessing game for fans.

The two first met when Myers opened for Nelson in 2024, and Nelson appears on the album itself, trading lines with him on "Write Your Own Songs." That real connection gave fans every reason to wonder which songs Myers had chosen and who else might show up, and his website let them find out one reveal at a time.

The story

When the $7.99 pre-order opened in August on tysociety.live , fans found a countdown and a tracklist made entirely of blanks. The album was available to buy, but the songs were still a mystery.

As release day approached, the blanks began to fill in, starting with "Always On My Mind" with Carter Faith, and fans kept coming back to the site as each answer appeared. EVEN scheduled every reveal on the pre-order page, while Myers's team chose the order and timing.

Each visit offered more than the next title. Fans could also find merch, behind-the-scenes clips, tour dates and tickets, and when the album arrived, a fan chat opened so the site stayed active once the guessing was over.

What worked

Give the pre-order window something to follow

Fans could pre-order on EVEN, then watch the song titles appear as the countdown ran. The page had something new to show them before release day.

Hold something back on purpose

The missing titles were relevant to the record itself. On a Willie Nelson tribute, choosing which songs to record is part of the story, so those choices could become announcements.

Decide the schedule before it starts

The team chose the order and timing up front. The scheduled reveals kept the page changing as release day approached.

How to make it work with EVEN

The idea: The weeks before a record comes out usually go to waste. They don't have to.

How to apply it: Pick something to hold back and decide when each piece comes out. Tracklist, artwork, credits, features, a lyric a week. It doesn't have to be expensive, it has to be paced.

With EVEN: The tracklist reveal runs on a schedule you set on the pre-order page, so it happens on its own instead of becoming somebody's job every Tuesday.

The idea: Don't make fans go to four places.

How to apply it: Album, merch, content, tour, and chat should live at one address behind one login, so a fan who came for one finds the rest.

With EVEN: The full Studio build covers all five, and it goes up in days, not months.

Beyond release week

The reveal schedule turned a standard pre-order into something fans could follow. Instead of announcing everything at once, Myers held back the details fans cared about most and let his personal website, powered by EVEN Studios, reveal them at a pace that built all the way to release day. Once the album arrived, merch, tour dates and the fan chat kept the site active long after the last title was revealed.

For any artist, the idea is simple to borrow: give fans something to wonder about, and make your own website the place they come back to for the answers.

Follow along at tysociety.live.