UNVEILS INNOVATIVE NEW MEDIA PLATFORM TO EMPOWER AND CONNECT BRANDS WITH TALENT AND CULTURE
(Live Nation Urban Creator Network Graphic - hi-res download HERE)
LOS ANGELES, July 24, 2025 /PRNewswire/ -- Today, Live Nation Urban officially unveils the Live Nation Urban Creator Network, a bold new platform redefining how culture gets activated. Built in partnership with Breakr, the creator marketing and payments platform behind some of the biggest creator-led campaigns in music and media, this national network brings together the infrastructure, creators, and cultural strategy to help brands authentically show up — whether on stage, online, or in real life.
At its core, the Creator Network is not just a campaign tool — it's a movement engine. Powered by a curated collective of thousands of top Black creators and backed by Breakr's broader database of 75,000+ creators and 55 million data points, Live Nation Urban can now offer brands a new kind of media channel: culturally-embedded, locally relevant, and instantly scalable.
"Creators have long been an integral part of how we market our tours and festivals," says Live Nation Urban President Shawn Gee. "But the demand from our brand partners pushed us to think bigger—to move beyond treating creator marketing as an internal tool and instead build a business model around it. As brands increasingly looked to us to help them connect authentically with Black audiences, even outside the context of our events, it became clear there was an opportunity to create something larger. With the Live Nation Urban Creator Network, we're building the largest network of Black creators in the industry—powered by our platform, driven by culture."
FOR BRANDS & CMOs: THIS IS A CULTURE-FIRST MEDIA STRATEGY, BUILT FOR NOW
Live Nation Urban is the steward of some of the most iconic live experiences in America — from Roots Picnic to ONE Musicfest, Broccoli City, and more. But this Creator Network is designed to move far beyond festival grounds. With Breakr's embedded tech, real-time payments, and campaign automation, Live Nation Urban now gives brands a plug-and-play creator infrastructure that can be deployed around any cultural tentpole, not just their own.
Think: a brand wants to activate around Juneteenth, or a product launch at an HBCU in Atlanta, or a digital campaign tied to the BET Awards — LNU can now curate, execute, and amplify with precision and speed. This is more than influencer marketing. It's cultural media-as-a-service, with reach, narrative control, and conversion power all under one roof.
FOR CREATORS: THIS IS YOUR SPOTLIGHT, BACKED BY THE BIGGEST NAMES IN ENTERTAINMENT
The Live Nation Urban Creator Network offers exclusive access to high-value campaigns, VIP entry to top festivals, collaboration opportunities with brands like Hulu, STARZ, and BET and — most importantly — guaranteed payment within 48 hours of campaign delivery via BreakrPay™. That means creators can stop chasing checks and start scaling their craft, backed by a platform that sees them as partners, not vendors.
"In just five years, creators have gone from supporting cast to the headliners of our growth story," says Live Nation Urban's Vice President of Marketing Malcolm Gray. "Today, we're opening the doors to an exclusive creator network—pairing brands with unrivaled cultural capital and turning influence into record-breaking results."
IMPACT THAT REACHES BEYOND THE INTERNET
This initiative sits alongside Live Nation Urban's broader mission to invest in and scale Black entrepreneurship and creativity. Through the Black Lilly Capital Investment Fund, LNU has already made strategic investments into companies like Breakr — helping seed the infrastructure to build a more equitable creator economy.
This isn't about moment marketing. It's about movement marketing — and giving creators and brands the blueprint to win together.
To learn more or apply for the 2025 Creator Class, visit: https://creators.livenationurban.com/
About Live Nation Urban
Live Nation Urban (LNU) remains North America's preeminent producer of concert experiences, festivals, and platforms headlined, curated, and owned by black talent. Operating in partnership with Live Nation Entertainment, the world's leading live entertainment company, the company sets the tone for culture with over a dozen sought-after festival brands such as The Roots Picnic, Broccoli City, Exodus Music & Arts Festival, ONE Musicfest, Strength of a Woman, and more.
Beyond their captivating live events, Live Nation Urban has established themselves as key social architects in black culture with their innovative initiatives that include Juneteenth: A Global Celebration (broadcast on CNN), Kerry Washington's THICKER THAN WATER book tour, and a special Hip-Hop 50 event at the home of Vice President Kamala Harris in addition to tours by artists such as Ari Lennox, Babyface, Kirk Franklin, Lil Wayne, Davido, Charlie Wilson, Jeezy, Jagged Edge, LL Cool J, Jill Scott, Coco Jones, Jodeci, RuPaul, and Raphael Saadiq. The LNU-produced "A Grammy Salute to 50 Years of Hip-Hop" special garnered a nomination at the NAACP Image Awards for "Outstanding Variety Show." Live Nation Urban continues to grow across hip-hop, R&B, soul, and gospel as the most trusted purveyor of live urban music. Learn more about Live Nation Urban at https://livenationurban.com/.
For more information, contact:
Live Nation Urban
Carleen Donovan
[email protected]
Drew Ingall
[email protected]
About Breakr:
Breakr is a creator marketing platform enabling music labels, agencies, owned media properties, and brands to search for, select, and contract with independent online content creators to promote songs, products, and services. Founded in 2020 by brothers Anthony and Ameer Brown, Breakr initially targeted the music industry, collaborating with major labels to help artists "break" into the mainstream via TikTok and Instagram. Since then, Breakr has expanded across industries, providing agencies and media companies with white-label tools and receivables underwriting, empowering them to manage branded campaigns while ensuring immediate payment to creators. Their BreakrPay™ instant pay system solves the industry-wide problem of payment delays for agencies, brands, labels, and most importantly, the backbone of the creator economy, influencers.
SOURCE Live Nation Urban
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