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'Smallville' star Laura Vandervoort reflects on evolving from child actor to TV and film force: 'I have found my voice'

'Smallville' star Laura Vandervoort reflects on evolving from child actor to TV and film force: 'I have found my voice'

Yahoo10-06-2025
Toronto's Laura Vandervoort started acting at age 12, from classic Canadian projects like Goosebumps and Are You Afraid of the Dark?, to shows with huge fandoms like Smallville and The Handmaid's Tale. As Vandervoort described, she was "introverted" as a child, a "tomboy" and "super nerdy," but when she saw Anna Chlumsky in My Girl, something shifted in her, and a desire to be an actor was sparked.
Expanding her film and TV career into writing, directing and producing, Vandervoort does it all. She spoke to Yahoo Canada about the evolution of her career, and some of her most notable projects to date.I've always been hungry to play roles that are nothing like myself.
Um, and I think, you know, with typecasting and being put in a box, it can be very frustrating.
You've been acting since you were 12, so obviously that's such a long period of time and starting so young.
Um, were you just the kid who, who was really interested in it right away?
How did it come up and it just kind of naturally rolled from there?
I was pretty introverted as a kid and a tomboy and just like super nerdy into school and um didn't like have a lot of friends.
And I think because I was into so many sports, um, I, I, it started, I saw the movie My Girl, uh, with Anna Chlumsky, and I was like the same age she was in that movie when I saw it, and I'd never seen someone my age kind of Emote those kind of feelings before and it kind of stirred something in me and I was like, I wanna do whatever that is, and my parents were like, absolutely no, um, child actors, bad, bad thing, um, but eventually they were like, you know what, this is probably good for her.
She's pretty shy and uh so I started doing like background work um on like Road to Avonlea, which is super Canadian, and then Eventually commercials and got an agent and then was doing Disney movies and, you know, are you afraid of the Dark goosebumps, like all the kids stuff um and that's kind of how it started, um, there was no real like Moment of this is, I've always wanted to be an actor.
It was just that moment of seeing Anna Chlumsky in the movie and wanting to understand how to share emotions like she did.
Um, and yeah, it's sort of just been, I guess 29 years now.
I mean, one show that I watched you regularly on was Instant Star, which like, I watched every episode of every week.
But when you, you book a show like that and, you know, it ran for a number of episodes, a number of seasons, what was it like to kind of get into that role and be able to take that step in your career?
I was on that show for 33 years and then I was cast in Smallville.
So I was doing both shows at the same time, Vancouver to Toronto.
Which was kind of wild.
Um, but I mean, yeah, Instant Star was great for me to get my feet wet, to play a character that I could not relate to in any way.
Like, I actually hated Sadie.
I found her so annoying.
Um, but it was great.
I mean, the cast is great.
Everyone's doing wonderful now.
Tim Rozan is busy.
Uh, he and I were just talking about doing a movie together cause I haven't worked with him in so long.
Um, and I think Alex started something online about having a reunion, which we're all in for.
Uh, I just was like, please give Sadie a storyline because she never really had one.
She was just She was an annoying brat.
I didn't realize you were doing both shows at the same time, which makes sense timeline wise, but that's a little crazy.
Was it like all in when you're like, I have to really ping pong?
Do you remember that time being particularly difficult?
I know that both shows worked there or did their best to make it work so that, you know, I wasn't a huge character on Ins the stars.
It's not like I was needed every scene.
So I think if I recall epitome Pictures who did instant star like would block shoot my scenes, which is essentially like we'll shoot all your scenes in a day.
Um, but they weren't gonna let me do Smallville when I got cast.
Contractually, they weren't gonna let it happen.
And thankfully they did because it made a huge difference for myself and my career and uh they were very kind to do so, but yeah, back and forth, um, I think it was just for like the last season or the second half of the last season, and then I was just solely on.
Smallville.
So getting to Smallville, I mean, massive show and so many people watched the whole thing.
Your character, I think, came in with such like force when she came in in season 7.
I think like just the introduction and the way that she carried herself was really unique.
Do you remember what kind of initially drew you to to really wanting to to be part of that show and wanting to play that character?
I First of all, it was just like an actor auditioning, so I wanted any job, to be honest, um, but I've always been drawn to stronger, independent, tough women.
Um, and growing up doing martial arts.
Uh, I just felt like I could relate to trying to portray like a strong female character, uh, which you'd then later see in my career with Elena and Lisa from V, but um, I auditioned for it and didn't think anything of it.
I just put myself on tape in Canada and um sent it off and it took months and then we got a call suddenly one day, we were actually at our cottage.
And they were like, you need to be in LA tomorrow.
So we drove home, I got on a plane, you know, and I screen tested with 3 other girls, um, and it was an awkward.
Situation because they had all of us in one room, and no one was talking and like me as a Canadian, I'm like, hi, how are you guys?
Nice to meet you.
Like, what's your name?
And no one wanted to talk.
And then one by one, they took us in.
We did the screen test, and then the producer came back out and said everyone could go home but me and uh thought I was in trouble.
But it turns out I got the job and um It's, yeah, one of the best things that could have ever happened to me as a young actor, because it was such an iconic show and an iconic female superhero we hadn't seen on television like that before.
It was sort of the start of the the whole genre of like Arrowverse and all of these superhero shows that came after us, but Yeah, it, uh, it meant a lot and then meeting young fans at conventions, um, young girls who looked up to me was really cool, having come from a character like Sadie to someone who's a little more confident in her own shoes and and who little girls looked up to was very cool for me.
Kristen Kirk has talked about this because she, you know, after being on Smallville.
I said like, listen, there are some episodes that I love watching them back, there's some episodes that like, I didn't love what they did to my character.
I didn't love how they portrayed women sometimes in that show, but she didn't really at the time have the like maturity to say anything.
She's just like, I'm here, I'm an actor, this is what's in the script and, you know, I'm a young actor and I'm I'm here to kind of do my job, because you started so young and you're still doing so well now.
How do you think you've kind of developed in terms of saying like, Listen, this is great for my character, but sometimes being able to say like, this is not really like what I wanna do, or like I have an issue with something, or like, let's talk about this thing.
That's a great question because As a kid, I didn't voice any opinion.
Um, of course, I had them, but I didn't think it was my place.
I was hired to do a job, and I will do it to the best of my ability and whatever they need me to do.
And I was working with adults.
So I wanted to be an adult.
I wanted to be professional and just make everyone happy.
And like, I'm sure my therapist would tell you later in life that's not great, uh, but Since then, uh, as a grown-up, um, I have found my voice and I have used it, and the world didn't end, and people are collaborative and understanding and want to hear your side of it.
But I think that comes with, like, once you have some respect in this industry, you know, it took a long time for people to listen to me.
Maybe I was trying to voice it, but I wasn't heard until I'd done enough in my career for people to stop and listen.
And I've, I, I, I would say as a kid, I didn't enjoy the process, and now I do because I realized the world doesn't end if you forget a line.
You're, you know, you're meant to enjoy this process as an actor.
You, you just like live through it and feel it and not try to be perfect.
And so if I had advice to myself, if I would have been able to talk to her as a young actor, I would have said, just like enjoy it.
This is This is a cool job, and it's not the end of the world, like, just enjoy the process.
So I do that now and uh voice my opinion more.
With the stuff that I'm developing and directing and all of that.
For Smallville, because a lot of people watched and they were like really into the story and the cast and it ran for so many seasons.
What was it like to experience just people caring about like, why did she leave and why did this happen to her character and all those conversations that kind of come with being on a show like Smallville.
It's great to have the fandom so involved and following, you know, intently and the characters and their stories.
Um, I definitely would have changed a few things about Kara, uh, my character, and her story arc and her personality and her wardrobe, um.
But I know that people liked what they did with her at the time of the show was existing in the world.
Moving on to the, I think that's one of those shows that again, so many people love and so many people wanted so much more of that they didn't get.
How did you feel when your kind of time came to the end on V?
I was upset.
I mean, that was an incredible show, uh, ABC great ratings, incredible cast who have all gone on to do huge things.
Um, and we were just getting into the flow of it.
We never found out why it was canceled.
Um, I think within a day we got 3 different answers as to like, oh, it's gonna be a miniseries now, we're gonna do one more episode, and then suddenly we were just done.
So we don't really know what happened.
It was unfortunate.
Um, I was having a great time, especially towards the end, I would have been playing two characters, my evil twin and myself.
It was a wild show.
I got to do some crazy stuff.
Um, I remember the most challenging part of shooting it was that my character couldn't share emotions.
So you'd think that'd be the easiest job in the world, you just, but it it was so hard for me because you want to express through your eyes and like I grew up expressing and uh that was an interesting surprise, um, surprising challenge for me.
But it was a great show, and I'm sad it ended.
Did you, when that ended, or, or even now kind of have like a wish list of things that you like wanted for your character?
I know I was looking forward to, sounds like a soap opera, killing my evil twin and um taking over the mantle from my mother.
That would have been really fun to see.
And to play.
But I, I, you know, once it was over, you just kind of, you're an actor, you move on, you find another job and hope you do, you know.
What was the process for you like, um, being Canadian and having to move to the US to like further your career and, and do all that stuff?
What was that transition like for you?
Um, so, I mean, times have changed, but, you know, at the time it was important to go to Los Angeles and do pilot season.
Um, and be there and, and, and go to the meetings and audition in in person.
So I did move and, uh, you know, Didn't love it there.
It wasn't my thing.
Um, still pretty like still pretty introverted, didn't go out, didn't party, didn't do the whole LA thing, which is probably how I never got into trouble as a kid actor.
But um, it just, you know, it's not necessary anymore.
You, especially since COVID, actors can audition anywhere by self tape.
There's pros and cons to that, and like that's a whole other discussion.
Um, but you can be anywhere now.
Uh, I did find though, the minute I moved to LA, all of my jobs were in Canada.
So it was almost like Canada was like, oh, she left, we want her more, and I think that's kind of how it was back then, but that's definitely changed.
When you were on Supergirl because I watched Smallville, to be honest, I was kind of like, Oh, but like Laura's my super girl like watching that.
I was like, oh, like, OK, cool, like new character, but I was kind of like, oh, but like I have a supergirl.
So I that came about because I met one of the producers at uh an award show in Los Angeles and uh he was like, hey, we have this new show, like we'd love for you to kind of give the nod of approval and come on and of course I was like, would love to.
I always wanted to see that character have her own show.
Um, and I said, can I be a villain and just look nothing like myself.
So they came up with Indigo, um, so it's like full prosthetics blue character, which was so fun.
And yeah, I, I think it was great.
Melissa was lovely.
It was the first season for her, so I made sure to just be respectful and I'm just here for this job, um, but it's always fun to be a villain.
It's more fun than being a Superhero because villains have this sort of like.
You're not, you're not set into a box like I was with Kara, um, because there were certain expectations for that character, but with like Indigo, which was a made up character, I could just be very sneaky, and it was, it was a lot of fun.
I know in terms of the shows that you've kind of been on and then laughter like been on for a period.
period of time.
I know Handmaid's Tale is one that you've kind of highlighted just like that was a particularly great experience for you to, I mean, you had a great arc when you were on that show.
But, but also, I mean, the acting is so great and you know, the story is so great.
Um, what was it like to step onto to that set?
Being on a show that dealt with those topics that I was already a fan of.
I mean, politically, I loved what they were doing.
And Elizabeth Moss is just like, An idol for me.
Um, so I was petrified to do, uh, my scenes with her and, uh, just kept quiet and watched her and watched how she handled the set and like, she was just a boss, and I was so impressed and it really inspired me to want to get more behind the camera.
Um, And we did our scenes together and I, I was like, oh my God, I got through it and, you know, she was lovely and sent me a DM and how it was nice to work with me, like she reached out.
You don't have to do that.
So that, that made it a very special.
Moment for me.
I kept that message.
Before I go back to your acting role, I just want to talk about, um, my soul to take a little bit because, um, you jumped into kind of the director's chair, you kind of ran that project.
Um, it's so brilliant.
I love watching it.
So, um, it's such an interesting style, such an interesting story, but can you tell me a little bit about, you know, what made you want to go in that direction for the story?
What kind of inspired you to start that?
So I wrote my soul to take during COVID, uh, I was working more than ever, which is odd, um, flying and shooting like Christmas movies or whatever it was, and so I was quarantining when it was what you had to do for 14 days in between each show.
So I was alone a lot and um I had trouble sleeping.
And so I downloaded a sleep app.
That sort of just like walks you through a story and helps you fall asleep, and I just thought how disturbing it was for whatever reason.
Um, I've always been into kind of darker M. Night Shyamalan, like, uh.
Yeah, Hitchcock, um, and Tim Burton, but I think I was just Inspired and uh Yeah, I sent it off to a producer friend and I was like, do we have something here?
And She said yes, and we got the team together.
Um, I did an Indiegogo platform to raise all the funds for it and sold all of my Smallville merchandise, uh, to fund it and cast some incredible friends in the show, and then somehow got Col Fior to say yes.
Um.
So yeah, we shot it in 3 days and it was terrifying.
But like million dollar question always is like funding these things and being able to actually have the resources to execute.
What was it like just trying to navigate that element of it.
It was scary, but I was determined and so was my team and like the fans again showed up.
Um, you know, they, they made it happen, and once I had the team together and um I had my DP Kim Durko kind of walk me through cause I didn't think I could direct.
I've been around it.
I've watched it, but She helped me through it the whole time, um, helped me with my shot lists and, you know, I, I maybe couldn't tell her the lens that I wanted, but I could tell her visually what I saw in my head, and she, so she was the technical side of it, you know.
So it was, there was the whole team, but yeah, it was a challenge and it was stressful and it was during COVID and Um, I think like if you look at any of the stills from shooting that and you see me, my eyes are just, I'm just wide-eyed with a mask because I was like my brain felt like it was on fire cause I couldn't believe what I'd written was happening with these actors.
And then we submitted to a bunch of film festivals and uh luckily it did did quite well.
When you were um writing it, was there something in particular about just like how we kind of present ourselves to the world that you were particularly inspired by?
Social media is like, it's a double-edged sword.
I use it, I'm guilty of it, you know, I play the game.
But at that time and even now I.
Really didn't love what it was doing to.
My self-esteem and the thoughts I had about myself and my career, you know, you'd see other actors posting their announcements.
They've been cast in this and like.
You know, I think like anyone, you, you want to take a break from feeling like a failure or like comparing yourself to someone else.
And so I think at that time, I was just, I was 14 days in an apartment, I couldn't leave.
I was on social media and it was just making me miserable.
So I think it stemmed from that.
I'd also met an actor who made a living from social media, and I found that frustrating and it's just like this whole other world, and that's where like the Alice in Wonderland aspect of My Soul to Take came in.
Um, with this fake worlds where it seems like.
Everyone's doing well and happy when in reality people just aren't posting when they're in the fetal position crying in the shower, you know, like, life isn't cultivated, it's lived and why are we watching people live a fake version of it or like a highlight reel.
So there was a lot going on in my my head at the time.
For sure.
There's always gonna be things that people know you for, um, but is there anything in your career, um, it can be something we spoken about, but that you say like, oh this is actually like a really great experience.
I did a short film called Age of Dysphoria.
And it's a short film, like it, no budget, um, but it was one of the best experiences for many reasons, but the top one being Gordon Pinson, who's who was an iconic Canadian actor, and so he's a relative of mine and um I was a relative of mine, and he was my mentor since I was a kid.
So he came to my first real set on goosebumps, came into my trailer, gave me the spiel about how to behave, how to be respectful.
And like, we, he would just mentor me for years after that, we wrote to one another, but I got to a point where I was like, I, I haven't worked with him yet.
And so I came up with the story for Age of Dysphoria.
Um, my good friend Jessica Patel produced and directed it, and uh Zoe Robin, who's blowing up right now as a, as a writer, wrote Age of Dysphoria, and we got Gordon to say yes.
So, um, I again was in awe the whole time we were filming that just watching him and like it was surreal cause it had been how many years and we'd never been on camera together.
And it meant so much to me.
I don't know if you realized how much it meant to me, but I had trouble like keeping, you know, the tears from falling, just doing scenes with him.
Um, and, you know, the full circle part of it is Age of Dysphoria was his last project, and he was on my first project, so.
For whatever reason, it felt very serendipitous.
When you kind of look at where you stand in your career now, what are the things that you look for in a role that makes you say like, yeah, you know what I'm really excited about this when you're taking something on as an actor specifically.
I've always been hungry to play roles that are nothing like myself.
Um, and I think, you know, with typecasting and being put in a box, it can be very frustrating.
So if I'm giving an opportunity to.
Look and just completely change who I am, um, just not just visually, uh, but Mentally, like if I can delve into a character, I hate to say like a serial killer or like someone who has psychological problems.
Um, I find that so juicy and exciting.
And, you know, It's hard to find roles like that right now, um, and so, you know, you, you find you're either creating them or you're trying to collaborate with other artists to create a project that doesn't exist for all of you to do.
And to just change people's, you want to always change people's opinions about who you are and what you're capable of and challenge yourself, so.
You know, a a prime example would be like Elizabeth Moss's character in Handmaid's Tale.
She gets the the the array of things that she gets to do on that show and the types of scenes and and the heaviness.
Like I really gravitate more to heavy, um, although I just did my first comedy movie, which was interesting, but Uh, that's usually what I try to look for, something that will start conversation, like my soul to take, get you thinking, like stay heavy with you when you're done watching.
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  • CNET

'Sullivan's Crossing' Is Dominating My Netflix Feed. Why Have I Never Heard of It?

Each week, Netflix releases a list of the Top 10 films and TV shows dominating the platform, and for the week of July 14, we noticed that not one, but two seasons of a TV show called Sullivan's Crossing are sitting among the most-watched titles. The poster for the series features two actors I'm pretty well-acquainted with: Scott Patterson and Chad Michael Murray. They both co-starred in Gilmore Girls, although Murray's stint was just for a few episodes early in the series before he got his real break on One Tree Hill. Patterson was, obviously, Luke Danes, the grumpy diner owner with a heart of gold. Still, it seemed weird that these two actors -- who are instantly recognizable to me -- are in a show that people seem to be devouring on the platform, but that I've literally never heard of. Turns out, I can blame Canada. Sullivan's Crossing, which debuted in 2023, originally aired on CTV in Canada, so it wasn't even available to US audiences until it made its way to the CW last year. So far, three seasons of the show have aired on both CTV and the CW, though only seasons 1 and 2 are available on Netflix. Like Schitt's Creek before it, Sullivan's Crossing seems to have had a small and devoted fan base in Canada that has multiplied quickly thanks to Netflix's wider global audience. (A fourth season has also been greenlit.) So what is Sullivan's Crossing, exactly? The first thing to know is that it's based on the novels by author Robyn Carr, who also gave us another Netflix phenomenon, Virgin River, which I have seen (I'm still shocked by the fact that it's Netflix's longest-running scripted drama). The two shows share plenty of the same DNA: A medical professional relocating from a city to a rustic town, loads of romantic entanglements, a dash of small-town crime... the two shows are definitely of the same genre. Sullivan's Crossing follows neurosurgeon Maggie Sullivan (played by Morgan Kohan) as she relocates from Boston back to her hometown in Nova Scotia to escape legal trouble and reconnect with her father, Sully (Patterson), a recovering alcoholic. While she's back home, Maggie develops feelings for Cal (Murray), a handsome local, which is complicated because she still has a boyfriend back in Boston. Netflix seems to have cornered the market on these cozy romantic dramas with small-town vibes and non-threatening complications: Sullivan's Crossing seems to be filling a void left by Virgin River and Sweet Magnolias, which are both between seasons at the moment and are similarly in that "Hallmark Channel but make it a little more PG-13" category. If you're like me and you had never heard of Sullivan's Crossing before it showed up on your homepage, and you love a show based on a twisty, dramatic novel, you'll probably love it. And you'll want to start binge-watching so you're all caught up before season 3 arrives -- Netflix has just confirmed that 10 more episodes are dropping on Aug. 11.

Live Nation Urban Just Launched The Largest Black Creator Network In The Industry
Live Nation Urban Just Launched The Largest Black Creator Network In The Industry

Forbes

time5 minutes ago

  • Forbes

Live Nation Urban Just Launched The Largest Black Creator Network In The Industry

Festival-goers gather at Broccoli City 2024 in Washington, D.C., celebrating Black culture, music, ... More and community. Exclusive: This new platform helps brands move authentically through Black culture while uplifting the creators who shape it daily. Everyone wants to be a content creator. And there's no shortage of Black creators in the digital space. But is the field guaranteed to be lucrative? Not quite. One major barrier is the lack of access to high-impact, brand-backed campaigns. Live Nation Urban is stepping in with a strategic solution. Exclusively reported here on Forbes, the live-event production powerhouse has officially launched the Live Nation Urban Creator Network—a bold new partnership with Breakr, the creator marketing platform fueling some of the biggest campaigns in music and media. 'Creators have long been an integral part of how we market our tours and festivals' said Live Nation Urban President Shawn Gee in a press statement. 'But the demand from our brand partners pushed us to think bigger—to move beyond treating creator marketing as an internal tool and instead build a business model around it. As brands increasingly looked to us to help them connect authentically with Black audiences, even outside the context of our events, it became clear there was an opportunity to create something larger." At its core, the Live Nation Urban Creator Network isn't about popularity. It's about potency. The platform isn't looking for creators who simply rack up vanity metrics. It's looking for cultural movers. As Malcolm Gray, the VP, Marketing and Partnerships at Live Nation Urban explained in our exclusive interview, 'We're kind of building these platforms and especially in the past few years, the macro creators are cool for awareness, but the micro to mid creators drive culture.' That means creators with smaller, deeply engaged followings often hold more value than those with millions of passive followers. Rather than rely on a one-size-fits-all vetting process, Live Nation Urban leans into nuance. Every creator brings something different to the table, whether it's high-volume reach or niche influence. According to Malcolm, 'It's not somebody that has maybe even 50,000 followers—it might be somebody with 5,000 followers, but those 5,000 followers are very influential or they're also really tapped into everything that that person does.' This rather bespoke approach gives the platform its edge. It touches on the actuality of who is actually listening to the voices of content creators. Fans gather at Roots Picnic 2025 in Philadelphia, celebrating music, culture, and community at one ... More of Live Nation Urban's flagship festivals. Richard Gay, COO at Live Nation Urban, further touched on the power of customization. 'Sometimes it's who's the one that can move a 24-year-old female and who's the one that can move a 60-year-old female that loves gospel and is going to our gospel festival for Franklin down in Dallas, right?' In other words, the Creator Network isn't just an engine for buzz, but rather a strategy-driven vehicle designed to meet audiences where they are, both geographically and culturally. What makes this platform visionary isn't just its embrace of creators, it's its embrace of strategy. 'Everything is custom for us,' Richard said. 'We understand that there's no one solution.' That level of intentionality positions the Creator Network not just as another influencer roster, but as a cultural infrastructure. Moreover, a living, breathing system that connects creators to campaigns with real impact, not just algorithms. When it comes to creator partnerships, compensation isn't just a detail, it's a dealbreaker. And in a field where Net 30 and Net 60 delays are still the industry standard, that waiting game can kill momentum, and at times tug at the livelihood of future relations. Live Nation Urban understood that pain point intimately. Their team had been managing creator collaborations manually, through Excel spreadsheets, endless email threads, and a patchwork of document requests. 'If you want to move at the speed of marketing, you can't do that with a process like that,' Malcolm explained. Enter Breakr, a tech-forward solution founded by two young Black brothers, Anthony and Ameer Brown, that did more than streamline logistics. The platform's creator search tool made onboarding creators seamless, trimming days of research into just hours. But it was their revolutionary tool BreakrPay™ that truly shifted the paradigm. Through BreakrPay™, creators are stationed to receive their compensation within 48 hours. As Malcolm put it, 'we use a platform to curate, negotiate, confirm offers, make sure that the talent and the creators execute, see analytics, and then we can pay them within 48 hours of them making the post, which is not normal. That's a game changer for us.' In an industry where freelancers often chase down payments like bill collectors, this frictionless payment system is more than convenient. It's equitable. BreakrPay fronts the creator's payment while consolidating the invoicing process on the back end, freeing both the talent and the brand from bureaucratic lag. 'That took so much stress and process out of it,' Malcolm shared. 'Hey, cool—you make the post, and within 48 hours, you get paid. We're on to the next one.' Lil Wayne joins Juvenile, B.G., and Turk for a Hot Boys reunion at 2023 Lil Weezyana ... More Festival—bringing the iconic Cash Money crew back together on home turf. But the brilliance of this partnership didn't end with efficiency. It aligned squarely with what Richard deems as Live Nation Urban's investment thesis. 'We always need to be the leaders in Black live events, and with the Black audience,' Richard explained. That leadership considers the creation of the infrastructure, and investing in the people building it. 'When Tony and Ameer came in, here's these two young African-American males that had this great thing, this unbelievable product… they're amazing and talented, they're going to drive lots of growth for our business and our industry, and we're going to help drive lots of growth in theirs.' That ethos is precisely what undergirds the Black Lilly Fund, Live Nation Urban's vehicle for investing in Black-led innovation across live events, tech, and cultural strategy. Whether it's through platforms like Breakr or community activations like Black on the Block, the fund reflects a broader commitment: to build, fund, and champion the next generation of Black entrepreneurs. Especially those disrupting the status quo. One concern I brought to the table was this: how does Live Nation Urban ensure the Creator Network isn't just a seasonal play tied to Black cultural moments, but a sustained, year-round ecosystem for creators? Far too often, Black creatives are spotlighted for campaigns only when it's trendy, not when it's strategic. Think Black History Month. Juneteenth. The birth of hip-hop. But as Malcolm clarified, this network was never about checking a DEI box—it's about building long-term economic and cultural value. 'We have all these people we work with that are great creators,' he said, 'But now we can pitch them to brands as part of experiences… campaigns that aren't specifically tied to one of our festivals.' Richard took it a step further, distilling the mission in no uncertain terms: 'This has nothing to do with whether DEI is in favor or not, right, it has nothing to do with that.' What they're building isn't conditional on the corporate diversity trend cycle. It's a market-tested mechanism to drive real results. Whether that means selling tickets, pushing a product, or activating a voter base, the network is equipped to 'move audiences to action,' and that's something brands need every day of the year, not just when Black culture becomes marketable. Megan Thee Stallion commands the stage at 2024 Broccoli City Festival, bringing high energy and ... More Houston heat to Washington, D.C. That year-round relevance is precisely why the Creator Network is structurally distinct from Live Nation Urban's events. With access to a scalable creator roster that can be segmented by audience, category, or campaign goal, the team can deliver measurable impressions on demand. 'That is a need where the creator network is… really, really valuable and powerful, far beyond us,' said Richard. And perhaps most powerfully, 'that's why we're opening up our Black box.' I had to ask the obvious, yet critical question: with so many platforms and collectives claiming to center Black creators, what truly sets this one apart? Because let's be clear, there's no shortage of agencies or influencer marketing tools that 'target Black audiences.' But too often, those efforts feel extractive or surface-level. What Live Nation Urban is doing through this network feels deeper and is rather, more strategic, more lived-in, and more earned. According to Richard, it comes down to infrastructure. 'We have access to 30 million plus records on folks… That's something people don't have,' he shared. That data doesn't just sit in a spreadsheet. It's sliced, indexed, and overlaid with the lived experience of 15+ years producing live events for Black audiences. This is statistics. Skewed Black. 'We can curate and match and scale that… this is the mosaic of Black culture,' he added. Malcolm finds value in Live Nation Urban rich network lexicon. Other platforms may offer software, but in addition, Live Nation Urban offers relationships. 'We do this,' he said plainly. 'We do events, we do tours, we do festivals… we live off selling tickets.' That means creators in the network are stepping into a constant flow of opportunity, not just hopeful invitations. 'We just have access,' Malcolm explained. 'So even if you only work on Live Nation Urban stuff, that's still probably four, five, six events a year you can put on your resume.' Let's be clear, this isn't some newly launched beta program. Live Nation Urban has been doing the work, consistently and deliberately, for more than four years. Long before it was fashionable to 'invest in Black creators,' they were building an ecosystem that positioned Black creatives not just as participants, but as central players in exposure. From The Roots Picnic to Mary J. Blige's Strength of a Woman Festival, from Broccoli City to the Emmy-nominated 'Sly Lives!' documentary directed by Questlove, the Creator Network has already activated some of the most defining cultural events in Black America. WEST HOLLYWOOD, CALIFORNIA - JUNE 08: Zoe Spencer attends BET Awards 2025 Media House at Quixote ... More Studios West Hollywood on June 08, 2025 in West Hollywood, California. (Photo by Robinfor BET) And the creators tapped for these campaigns aren't just your standard viral influencers. They're community connectors who bring their own loyal audiences along for the ride. We're talking about creators like Zoe Spencer (3.9M+ followers), Big Homie Blocks (2.27M+), Fats Da Barber (696K+), Reggie Couz (4.6M+), and FunnyMan Gaitlin (6.3M+). This isn't about moment marketing. Such as of 2025 is effortless. And modern marketing in entertainment extends beyond effortless creator behavior. It's about movement marketing. That phrase, used by the Live Nation Urban team, doesn't just sound good, it's the truth of what they've built. The Creator Network is more than an influencer roster. It's a platform with data-backed muscle, culturally grounded strategy, and a blueprint for what equitable creator ecosystems should look like. Live Nation Urban is fixated on long-term impact. Their team's approach, "movement marketing," reflects the substance of what they've developed. The Creator Network is a platform that uses data, smart strategy, and a plan for fair creator partnerships. There are currently 75,000 creators listed supported by 55 million data points, and successful collaborations with brands like BET, STARZ, and Hulu. Live Nation Urban Creator Network For Black creators, this network offers more than just opportunity, providing a direct path to success. Whether you have 5,000 or 5 million followers, the LNU Creator Network values quality and result driven Black content creators. Applications for the Live Nation Urban Creator Network are now live. Prospective Black creators can apply to the 2025 Creator Class here.

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