Live Nation Urban Launches Creator Network

Live Nation Urban has partnered with creator marketing and payments platform Breakr to launch Live Nation Urban Creator Network, a new media platform to connect brands with talent and culture.

The details:

• As per its media release, the Creator Network is 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 access to this network, which is culturally embedded, locally relevant and instantly scalable.

• The idea stems from what Live Nation Urban President Shawn Gee says was demand from their brand partners to “move beyond treating creator marketing as an internal tool and instead build a business model around it.”

• He says the Creator Network will be “the largest network of Black creators in the industry.”

• The company claims Live Nation Urban “now gives brands a plug-and-play creator infrastructure that can be deployed around any cultural tentpole, not just their own.”

• Live Nation Urban is behind events such as Roots Picnic, ONE Musicfest and Broccoli City.

Broader mission:

• 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, Live Nation Urban has already made strategic investments into companies like Breakr, helping seed the infrastructure to build a more equitable creator economy.

What they said:

• Malcolm Gray, Live Nation Urban's Vice President of Marketing: “In just five years, creators have gone from supporting cast to the headliners of our growth story. Today, we're opening the doors to an exclusive creator network – pairing brands with unrivaled cultural capital and turning influence into record-breaking results.”