How Teen ‘After-Prom’ Kings in LA Monetized the High School Rager
The West Coast house-party scene has long been iconic. For these young, tech-savvy entrepreneurs, it was also inspiration for MyPlots, a party-promotion empire.
In the bustling city of Los Angeles, a new breed of party promoters is emerging from the ranks of high school teens. At the helm of this phenomenon is 14-year-old Schwartz, the founder and CEO of MyPlots, a party promotion and ticketing company. He began hosting legendary ragers in his teenage years, building a cult following through strategic social media tactics like Instagram and Snapchat teasers.
MyPlots launched its namesake app in January 2025, catering to under-21s in LA and boasting over 1 million users. The app charges a 20 percent cut of all ticket sales, allowing promoters to target past attendees and update guests via text messages.
Despite the app's age restriction, Schwartz acknowledges that users as young as 13 can access it with parental permission. The app's success lies in its ability to market to a cool, young demographic seeking exclusive, luxury experiences. Recent listings on MyPlots feature all-ages rap shows, mansion parties with "CELEBERTIES," and Daybreak Festival events at the W Hollywood hotel, with premium ticket tiers and VIP access.
Teen parties in LA have evolved into lucrative business ventures, with other promoters like 310 Events, Off Campus Events, and LA Social, as well as ticketing apps like Plots and Turnt, catering to young crowds. Schwartz, inspired by billionaire Mark Cuban, emphasizes that young people can make money through creative marketing and internet savvy.
His initial parties took place in a rec room at his dad's apartment complex, later moving to Hollywood Boulevard and even friends' houses. While some venues rented to minors without issue, one New Year's Eve party at a warehouse was shut down due to an expired permit. Venue operators like Matt, a twenty-something catering to brands and celebrities, have also dealt with underage parties, often renting corporate space and buying insurance, sometimes under parental names.
Despite the risks, the allure of making money and providing an exclusive experience for young crowds continues to drive the growth of teen parties in LA.
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