Live Nation Urban Invests in Breakr, a Leading Creator Marketing Platform

Investment Through New Fund, Black Lily Capital, 
will Focus on Early-Stage Companies with Black Founders in the Music Space

Live Nation Urban has announced its investment in Breakr, a pioneering creator marketing and tech platform. Breakr operates at the intersection of music, creators, and technology, empowering music labels, creative agencies, owned media properties, and brands to discover, select, pay, and contract with independent online content creators for promoting songs, products, and services.

As part of its transformative partnership with Live Nation Urban, Breakr is proud to unveil BreakrPay, its cutting-edge instant pay system designed to revolutionize the creator economy. By solving the persistent issue of payment delays, BreakrPay enables brands, labels, and agencies to fund campaigns instantly, ensuring influencers—the driving force of modern marketing—are paid in real time. This creator-first infrastructure empowers Live Nation Urban and its partners to seamlessly collaborate with their favorite creative agencies, scale campaigns faster, and drive cultural impact without the friction of outdated net 30-90 payment terms. Together, Breakr and Live Nation Urban are setting a new standard for how culture moves at the speed of commerce.

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Founded in 2020 by brothers Anthony (Tony) and Ameer Brown, Breakr has quickly become a leading force in the creator marketing landscape. Initially focused on the music sector, Breakr partnered with major labels such as BMG and Sony Music, to help musicians “break” into the mainstream via TikTok and Instagram. Breakr has since broadened its scope, embracing an interdisciplinary approach across industries, partnering with titans, including Hershey, Billboard, Celsius, Samsung, and UMG, among others. Today, Breakr is a thriving community of 70,000 creators, serving as a catalyst for collaboration between artists, agencies, influencers, and brands across a diverse array of online channels.

“The creator economy has changed the way we all connect with audiences, driving innovation and economic activity at an unprecedented scale. 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,” said Shawn Gee, Founder and President of Live Nation Urban. “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.

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Anthony Brown, Co-Founder and Co-CEO, 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.”

“Breakr’s proprietary technology is revolutionizing the way brands and agencies connect with creators, offering seamless campaign management, real-time analytics, and instant payments—all within a single ecosystem. 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,” added Ameer Brown, Co-Founder and Co-CEO, Breakr.

The investment will be made through a new venture fund formed by Live Nation and Live Nation Urban, the Black Lily Capital Fund. The fund 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.

Gee concluded, “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. 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.”

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Source – Businesswire