In a bold move shaking up the entertainment and marketing worlds, Live Nation Urban officially launched the Live Nation Urban Creator Network — a groundbreaking national platform built in partnership with Breakr, the powerhouse creator marketing and payments platform behind some of the biggest music and media campaigns today.
A Creator Network Like No Other
This new network connects thousands of top Black creators with brands hungry for authentic, culturally relevant connections. Powered by Breakr’s vast ecosystem boasting over 75,000 creators and 55 million data points, Live Nation Urban now offers brands a media channel that’s:
- Culturally embedded
- Locally relevant
- Instantly scalable
This isn’t just another influencer platform — it’s a strategic business model designed to elevate Black creators from supporting roles to headliners of brand growth.
From Internal Tool to Industry Powerhouse
“Creators have long been an integral part of how we market our tours and festivals,” says Shawn Gee, President of Live Nation Urban.
“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.”
Gee highlights a seismic shift in the industry’s need:
“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.”
Creators Now the Real Headliners
For Malcolm Gray, Live Nation Urban’s Vice President of Marketing, the rise of creators is undeniable:
“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.”
This network is poised to reshape how brands and creators collaborate, delivering campaigns that resonate deeply with audiences through cultural authenticity.
Why This Matters for Brands and Creators
- Brands: Access to a deeply rooted network of Black creators to authentically amplify messaging.
- Creators: New opportunities to monetize and scale their influence through live events, digital content, and real-world activations.
- Culture: A platform that respects and centers Black voices in marketing and entertainment spaces.
Ready to Join the 2025 Creator Class?
Live Nation Urban invites creators eager to join this powerful network to apply and become part of the 2025 class. This opportunity is designed for those ready to elevate their careers alongside industry leaders.
Apply now at: creators.livenationurban.com
Stay tuned to The Pop Radar (TPR) for exclusive updates on this revolutionary creator movement and more cultural marketing news.
What are your thoughts on Live Nation Urban’s Creator Network? Drop your comments below and share your favorite Black creators!
