Live Nation Urban has officially introduced the Live Nation Urban Creator Network, a groundbreaking initiative designed to elevate the role of Black creators in brand marketing and cultural strategy. The announcement marks a bold expansion into creator-driven media, in collaboration with Breakr, a platform known for powering major creator-led campaigns across music and entertainment.
This new national network brings together top-tier creators, cultural insight, and a scalable framework that allows brands to tap directly into authentic, community-rooted storytelling. With access to Breakr’s vast ecosystem of more than 75,000 creators and over 55 million data points, the Creator Network is poised to become a major force in marketing, both online and in person.
“Creators have long been an integral part of how we market our tours and festivals,” said Live Nation Urban President Shawn Gee. “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.”
He continued, “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.”
Vice President of Marketing Malcolm Gray added, “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.”
Through this new initiative, Live Nation Urban is not only spotlighting the power of Black creators but also reshaping how brands engage with culture. By building a dedicated, data-backed platform that connects creators with purpose-driven campaigns, the company is laying the foundation for what could become one of the most influential creator ecosystems in the industry.