How Teen ‘After-Prom’ Kings in LA Monetized the High School Rager

The rise of "after-prom" parties in Los Angeles has turned teen social gatherings into lucrative enterprises, according to MyPlots CEO Ryan Schwartz. Starting at the age of 14, Schwartz threw legendary parties in the city, building a cult of personality. Today, MyPlots is the leading app for underage party-goers in LA, boasting over 1 million users. The app enables promoters to target past party attendees and send text updates, taking a 20% cut of all sales.

While the app technically requires users to be 18, Schwartz admits that many find ways around this restriction. For instance, Stripe integration allows users as young as 13 with parental consent. MyPlots hosts exclusive events with tiered pricing, occasionally varying based on gender, timing, or VIP access. A typical event, like an all-ages rap show or an 18-plus Daybreak Festival, can expect hundreds of guests and incorporate elements like VIP cabanas and celebrity appearances.

For teens, these parties are no longer just social events or opportunities to gain social capital at school but full-time money-making opportunities. Promoters like Schwartz leverage the internet and creative marketing tactics to generate income. In the early days, Schwartz's parties were held in his dad's rec room or Hollywood Boulevard spaces rented for $2,000. His ventures faced challenges, such as a police shutdown of a warehouse party for lack of permits.

Venue operators in LA confirm that underage parties are common and often occur in less conventional spaces. Some venue owners might overlook the legal issues, especially if the parties generate business. Regardless, underage promoters and guests face potential liabilities, from venue collapses to alcohol-related incidents. Despite these challenges, the after-prom party scene in LA continues to thrive, fueled by the entrepreneurial spirit of young party hosts and the insatiable demand for exclusive, immersive experiences among the younger crowd.