#United States #Los Angeles #Breakr #Live Nation Urban #Creator Network

Live Nation Urban Launches Creator Network

On July 24, 2025, Live Nation Urban announced the launch of their new platform, the Live Nation Urban Creator Network, poised to transform the landscape of cultural marketing. Designed in collaboration with Breakr, this innovative initiative aims to redefine brand-creator relationships by delivering a more integrated approach to engaging with diverse audiences.

A New Era of Cultural Activation

With the Creator Network, Live Nation Urban is setting a fresh standard in a world where cultural representation is crucial. The platform is structured not merely as a marketing tool, but as a movement engine. It connects brands with a curated selection of thousands of Black creators while leveraging Breakr's expansive database comprising over 75,000 content creators and 55 million data points. This gives brands the ability to authentically interact across various stages, whether in digital spaces or live events.

Shawn Gee, President of Live Nation Urban, emphasizes the importance of this initiative: “Creators are integral to our marketing strategies. We're evolving from utilizing creator marketing internally to developing a comprehensive business model that establishes a connection with Black communities, extending beyond our events.” This sentiment underlines the shift toward fostering a community that thrives on cultural resonance, opening doors for brands to engage meaningfully.

Tailored Strategies for Modern Brands

The Creator Network transcends traditional influencer marketing, presenting what they've termed cultural media-as-a-service. This service allows brands to seamlessly plug into a creator infrastructure that's agile enough to cater to major cultural events—whether it’s commemorating Juneteenth, launching products at an HBCU, or aligning campaigns with the BET Awards. The scalability, local relevance, and cultural embedding of this model position it as a game-changer in marketing strategies today.

With Breakr’s real-time payment capabilities and automation features, Live Nation Urban believes brands can execute and amplify their campaigns with precision, ensuring that every activation resonates with authenticity and immediacy.

Empowering the Creative Community

For creators, the Live Nation Urban Creator Network is about gaining visibility and opportunities that have previously been hard to secure. The platform promises exclusive access to high-profile campaigns, VIP access to prominent festivals, and collaborations with major brands like Hulu, STARZ, and BET. Most importantly, creators can expect guaranteed payment within 48 hours of completing their campaign tasks via BreakrPay™, alleviating the traditionally arduous task of waiting for payments.

Malcolm Gray, Vice President of Marketing at Live Nation Urban, shared insights into the evolution of creators’ roles: “In five short years, creators have transitioned from supportive roles to becoming pivotal figures in our growth narrative. We’re excited to launch this exclusive network that connects cultural capital with brand influence.”

A Broader Vision for Change

This initiative aligns with Live Nation Urban’s broader mission of supporting Black entrepreneurship and creativity. Their Black Lilly Capital Investment Fund already makes strides by investing in enterprises like Breakr, facilitating the formation of an equitable creator economy.

By steering focus towards movement marketing rather than mere moment marketing, Live Nation Urban is setting a precedent for how creators and brands can collaborate for mutual success. It’s not just about the next campaign; it’s about shaping a landscape where authentic connections thrive.

Learn More

To discover more about this initiative or to apply for the 2025 Creator Class, visit creators.livenationurban.com.

About Live Nation Urban

Live Nation Urban is North America’s leading producer of concert experiences, festivals, and platforms crafted, curated, and owned by Black talent. Their events, including renowned festivals like Roots Picnic and Broccoli City, continue to define cultural moments in live entertainment. Through their initiatives, they consistently shape the conversation around Black culture in America. Explore more at livenationurban.com.