Live Nation Urban is betting big on the future of youth culture. The company has announced a six-figure strategic investment in Cxmmunity Media, a Black-owned gaming and entertainment brand that’s redefining the intersection of gaming, anime, music, and the creator economy.
Founded by Ryan Johnson and Chris Peay, Cxmmunity has quickly become an award-winning platform for authentic storytelling and live cultural experiences, while also pushing for greater access and representation in gaming and digital media.
The partnership with Live Nation Urban is set to accelerate those efforts, fueling Cxmmunity’s expanding content pipeline and its large-scale events like The Kickback (Dec. 10) and Atlanime (Oct. 18), both taking place in Atlanta.
The investment comes through Live Nation Urban’s Black Lily Capital Investment Fund, which was created to support Black entrepreneurs in entertainment. For Shawn Gee, president of Live Nation Urban, the move is about both growth and cultural impact.
“Our partnership with Cxmmunity represents a commitment to the future of next-generation media,” Gee said to Variety. “The leadership team has created a scalable business model at the crossroads of gaming, technology, and culture, led by visionary founders who are pushing the industry forward.”
Cxmmunity’s mission has always gone beyond content. Its philanthropic arm, The Cxmmunity Foundation, is dedicated to increasing access and long-term opportunities for underrepresented talent in gaming, esports, and digital media. The partnership with Live Nation Urban will strengthen those initiatives, making space for creators who are often overlooked by the traditional entertainment industry.
“A new era of culture-building begins here,” said Cxmmunity co-founder Chris Peay. “We set out to shift the media landscape—and we did. Now, with Live Nation Urban, we’re not just pushing our culture forward, we’re changing what Black entertainment looks like today. It’s not just about being the biggest. It’s about being the most impactful.”
Together, we’re unlocking new possibilities to scale our live events, deepen access to world-class talent, and leverage first-party data to shape more meaningful cultural experiences,” Johnson said. “This partnership is about empowering creators, giving them greater platforms, resources, and opportunities to thrive. It’s about impact.”
With gaming now one of the most dominant forces in global entertainment, the partnership shows how Live Nation Urban and Cxmmunity plan to anchor the culture, merging live experiences, data, and creator-led storytelling into one of the largest entertainment ecosystems for Gen Z.
Photo Credit: Cxmmunity Media Co
