#USA #Los Angeles #Live Nation #Creator Marketing #Breakr

Live Nation Urban Joins Forces with Breakr in a Pioneering Investment

In a transformative move for the music industry, Live Nation Urban has recently announced its investment in Breakr, an innovative creator marketing technology platform. This exciting partnership is set to redefine how music labels, creative agencies, and brands collaborate with independent online content creators. Breakr operates at the cutting edge of the intersection between music and technology, providing solutions that allow influencers to promote songs, products, and services effectively.

A New Standard in Creator Marketing

With the unveiling of BreakrPay™️, the platform introduces a revolutionary instant payment system aimed at eliminating payment delays—a common issue in the creator economy. This advancement empowers brands and agencies to fund marketing campaigns instantly, ensuring that content creators are compensated in real-time, thus fostering smoother collaborations between creators and brands.

The significance of this innovation cannot be overstated. It enables Live Nation Urban and associated entities to work closely with their preferred creative agencies, honing in on cultural influence without the traditional complications associated with delayed payments. As a result, Breakr and Live Nation Urban are establishing a new benchmark for the pace at which culture can thrive in a commercialized environment.

The Visionary Founders Behind Breakr

Founded in 2020 by brothers Anthony (Tony) and Ameer Brown, Breakr has quickly emerged as a reinforcement in creator marketing strategies. Initially focusing on the music sector, their platform has facilitated partnerships with major labels like BMG and Sony Music, enabling artists to secure a mainstream presence via social media giants TikTok and Instagram. Today, Breakr embraces a comprehensive approach, collaborating with industry leaders including Hershey, Billboard, and Samsung, while fostering a robust community of over 70,000 creators across various digital platforms.

Shawn Gee, Founder and President of Live Nation Urban, highlighted the transformative nature of creator-driven platforms: “The creator economy has changed how we connect with audiences, fueling significant innovation and economic growth. Investing in Breakr was a straightforward decision after engaging with its visionary founders and grasping their future approach.” Gee will additionally join Breakr's Board of Directors, bringing invaluable insights to guide its future endeavors.

Breakr's Commitment to Empowering Creators

Anthony Brown emphasized Breakr's dedication to empowering creators and promoting diverse talent. The platform’s involvement in various music competitions—like the #RoadtoRollingLoud with Rolling Loud—exemplifies their commitment to creating pathways for independent artists and even established acts. “This partnership with Live Nation Urban is just the beginning. We're excited to expand our vision, especially when it comes to collaborating with brands and brands that echo our values,” Brown stated.

Breakr's proprietary technology framework makes it simpler for agencies and brands to manage campaigns, offering tools for seamless operations, real-time analytics, and instant payments consolidated within a single platform. This collaboration with Live Nation Urban is set to broaden Breakr's influence while continuing to develop exceptional solutions to engage the creator economy meaningfully.

The Launch of Black Lily Capital

The investment through a new venture fund named Black Lily Capital aims to boost early-stage companies led by black founders within the music sector. This fund specifically seeks to provide vital capital and resources to innovative startups in the live music ecosystem, focusing on those in their pre-seed and seed round stages.

Shawn Gee elaborated, stating, “At Black Lily Capital, we’re identifying the next wave of creativity in the music industry—whether it’s technology vendors, live venue proprietors, or innovative platforms. Our initiative with Breakr marks the start of a collaborative vision for a revitalized music and digital landscape.”

About Live Nation Urban and Breakr

Live Nation Urban stands as North America's leading producer of concert experiences and platforms featuring black talent, with signature events like Roots Picnic and Broccoli City Festival. They are also known for their socially impactful events and collaborations with leading artists spanning various genres.

Breakr, on the other hand, is pushing the boundaries of creator marketing across not just music but a wide array of domains, empowered by its adaptable tools and infrastructure.

As both organizations unite their expertise and shared vision, the future holds promising advancements for creators, artists, and brands in reshaping the cultural landscape.