Live Nation Urban invests in marketing platform

Live Nation Urban has announced it has invested in creator marketing and tech platform Breakr.

Launched in 2020 by brothers Anthony and Ameer Brown, Breakr boasts a community of 70,000 creators, serving as a “catalyst for collaboration” between artists, agencies, influencers and brands across online channels.

The investment will be made through the Black Lily Capital Fund, a new venture fund formed by Live Nation and Live Nation Urban, which will focus on early-stage companies with Black founders.

The fund promises to 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.

“At Black Lily Capital, we are looking for the next generation of music equipment and technology vendors, innovative tech platform owners, live venue owners and operators, or anyone else cooking up innovation that can help fuel the growth of this industry,” says Live Nation Urban founder and president Shawn Gee. “Our partnership with Breakr is the start of a forward-thinking approach to what the music industry and digital landscape can be in the near future.”

Breakr is designed to enable brands to discover, select, pay, and contract with independent online content creators for promoting songs, products and services. It has been credited with helping break artists via TikTok and Instagram through link-ups with major labels and other companies.

“The creator economy has changed the way we all connect with audiences, driving innovation and economic activity at an unprecedented scale,” adds Gee. “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 trailblazing platform.”

“This partnership with Live Nation Urban will allow us to expand our reach and continue developing industry-leading solutions”

As part of the “transformative” partnership, Breakr has unveiled instant pay system BreakrPay, ensuring influencers are paid in real time.

“Breakr’s proprietary technology is revolutionising the way brands and agencies connect with creators, offering seamless campaign management, real-time analytics, and instant payments – all within a single ecosystem,” says Ameer Brown, Breakr co-founder and co-CEO. “Our white-label infrastructure empowers partners to scale their operations effortlessly while maintaining full control over their campaigns and finances.

“This partnership with Live Nation Urban will allow us to expand our reach and continue developing industry-leading solutions that drive measurable impact in the creator economy.”

Gee will also join Breakr’s board of directors as part of the arrangement.

“We’re committed to creating opportunities, discovering talent, and financially empowering creators and change-makers worldwide,” adds Breakr co-founder and co-CEO Anthony Brown. “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.”

Meanwhile, Live Nation Urban and The Roots have unveiled the 2025 edition of two-day festival Roots Picnic, which returns to The Mann in Fairmount Park, Philadelphia, on 31 May to 1 June. D’Angelo will headline the event alongside The Roots, with Lenny Kravitz and Meek Mill also receiving top billing.

Other acts will include GloRilla, Tems, Latto, Kaytranada, Jeezy, Pusha T, 2 Chainz, Musiq Soulchild, Kur, Elmiene, Jagged Edge, Backyard Band featuring CeeLo Green, Crystal Waters, Lay Banks and Laila.

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