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Live Nation Urban, helmed by its president Shawn Gee, announced on Thursday (Feb. 13) an investment partnership in the Breakr platform, which aids creators in marketing their wares. Breakr, founded by a pair of brothers, aims to empower recording labels, online content creators, and related creatives in their marketing endeavors.

Breakr, founded in 2020 by siblings Anthony and Ameer Brown, frames its company as one that “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.”

With the backing of Live Nation Urban, Breakr introduced its BreakrPay™️ system, which puts its focus on making paying creatives a seamless process and cutting down on payment delays. In short, BreakrPay™️ is designed to make sure that content creators and influencers, all of whom truly push brands to the forefront, are paid equitably and on time while doing away with the outdated net 30-90 payout structure.
Breakr has broken deals in the past with Sony Music, Interscope, and BMG among other partners in order to push through innovative musicians in the TikTok and Instagram spheres to break their records and reach larger audiences. Breakr has also worked with brands such as Celsius, Samsung, Billboard, and more.
“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 in a statement. “Our investment reflects our belief in the founders and in the transformative power of creators and the technology that empowers them to thrive.”
Anthony Brown, Co-Founder and Co-CEO of Breakr added in. the statement, “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,” shared Ameer Brown, Co-Founder and Co-CEO, of Breakr.

The Live Nation Urban investment will be under a new venture fund known as the Black Lily Capital Fund and has involvement from the larger Live Nation outfit. This fund will grant support to  Black founders who work within or are connected to the realm of live music with a special dedication given towards newer businesses.
Learn more about Breakr here.
Source: Live Nation Urban / Breakr
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Photo: Breakr/Live Urban Nation/Getty