Live Nation Urban Unveils New Creator Network

Live Nation Urban (LNU) has launched a new creator network geared towards optimizing brand campaigns. The live music giant has partnered with Breakr, providing access to its creator roster and logistical infrastructure to streamline activations and other activities.

The creator network:

• According to LNU, the new network includes “thousands of top Black creators.”

• With Live Nation’s massive footprint, it also offers access to major events and collaborations with prominent brands, such as Hulu, STARZ, and BET.

Breakr:

• Breakr has a database of over 75,000 creators and 55 million data points that the network can use to produce campaigns.

• The platform also features real-time payments and campaign automation.

• BreakrPay remits payment within 48 hours of campaign delivery.

• LNU has invested in Breakr via the Black Lilly Capital Investment Fund.

What they said:

• Live Nation Urban President Shawn Gee: "Creators have long been an integral part of how we market our tours and festivals. 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."