Live Nation Urban has acquired an equity stake in the Broccoli City Festival while elevating founders Marcus Allen and Brandon McEachern to executive roles.

Allen and McEachern plan to scale the Broccoli City brand to provide premium live experiences and festivals in collaboration with LNU President Shawn Gee, who said, "When we formed Live Nation Urban in 2018, one of the first deals we did was the original co-promotion with the Broccoli City team. I promised the guys that the success of our partnership would lead to greater things, and it was important to me to keep my word. We are not simply investing in a festival; we are investing in these amazing founders."

Based in Washington D.C., the festival was established in 2010 and is now billed as "the largest event in the U.S. for Black people under 30.” It's hosted a slew of talent, including Lil Wayne, Cardi B, Childish Gambino and Lil Baby.

Added Allen, “We're going to focus on untapped niche markets, bigger partnerships and international expansion, reimagining the future of live cultural experiences. Our big-picture goal is to create a $100 million community at the apex of live entertainment, social impact and digital media.”

Meanwhile, we're still trying to figure out how to use TikTok.