Live Nation Urban Invests In Breakr Marketing And Tech Platform

Live Nation Urban has announced an investment in Breakr, a creator marketing and tech platform that, with the partnership, introduces BreakrPay, a new instant pay system designed to revolutionize the creator industry.

“The creator economy has changed the way we all connect with audiences, driving innovation and economic activity at an unprecedented scale,” said Shawn Gee, founder and president of Live Nation Urban. “Breakr is a tech platform that was a core part of Live Nation Urban’s marketing mix for the better part of a year. After meeting the founders and understanding their vision, it was an easy decision for us to invest in Tony and Ameer and their trail-blazing platform. Our investment reflects our belief in the founders and in the transformative power of creators and the technology that empowers them to thrive.” Gee will also join the Board of Directors of the company.” Live Nation Urban, a division of Live Nation Entertainment, is focused on and driven by black talent and leadership, producing concerts and festivals including Roots Picnic, Broccoli City and more.

The investment is being made made through a new venture fund formed by Live Nation and Live Nation Urban, the Black Lily Capital Fund, which the announcement says will provide greater access to capital, resources, and opportunity for Black founders of companies operating in, or adjacent to, the live music ecosystem, with a focus on startups in pre-seed and seed round stages.

Founded in 2020 by brothers Anthony (Tony) and Ameer Brown, Breakr, initially focused on the music sector, has partnered with major labels such as BMG and Sony Music to help musicians “break” into the mainstream via TikTok and Instagram.

Breakr, now a community of 70,000 creators, has since embraced an interdisciplinary approach across industries, partnering with brands including Hershey, Billboard, Celsius, Samsung, and UMG.

Anthony Brown, co-founder and Co-CEO of Breakr, added, “From Breakr’s founding, projects like our #RoadtoRollingLoud competition with Rolling Loud to our extensive work with indie labels as well as the ‘Big 3,’ we’re committed to creating opportunities, discovering talent, and financially empowering creators and change-makers worldwide. Our partnership with Live Nation Urban and Shawn is the exciting beginning of a new chapter where we can expand our vision further than ever before, particularly with brands.”