Live Nation Urban Launches 75,000-Strong Black Creator Network

Live Nation Urban has launched the Live Nation Urban Creator Network, a new platform developed in partnership with Breakr to connect brands authentically with Black creators and audiences. The network leverages a database of over 75,000 creators and 55 million data points, emphasizing cultural impact over follower count by focusing on micro- and mid-level creators who drive culture. This initiative represents a strategic shift from traditional influencer marketing to a year-round, culture-first media strategy that empowers creators with infrastructure, real-time payments, and access to high-profile campaigns. Live Nation Urban President Shawn Gee highlighted the demand from brand partners for deeper, authentic engagement beyond events, leading to the creation of a scalable business model around creator partnerships. The platform aims to offer brands a direct pipeline to culturally embedded, locally relevant content, moving past event sponsorships to sustained cultural activation. By prioritizing creators with engaged communities rather than just large followings, the network seeks to foster long-term impact and equitable opportunities within Black creator communities.