The vibrant and often extravagant house party scene of the West Coast has long been a cultural touchstone, a breeding ground for trends and social connections. For a new generation of tech-savvy entrepreneurs, this very scene has served as the fertile ground for innovation, culminating in the rise of MyPlots, a party-promotion and ticketing empire built by a 21-year-old visionary.
Jack Schwartz, the founder and CEO of MyPlots, embodies the modern entrepreneurial spirit, one that merges social media savvy with a keen understanding of market demand. His journey began not in a boardroom, but in the energetic — and sometimes chaotic — world of high school parties. Starting at the remarkably young age of 14, Schwartz began orchestrating large-scale events in Los Angeles, gradually cultivating a personal brand and a loyal following. This early foray into event management laid the foundation for what would become a significant player in the digital event promotion landscape.
From Ragers to Revenue: The Genesis of MyPlots
Schwartz’s initial party-throwing endeavors were characterized by an almost mythic quality, reminiscent of F. Scott Fitzgerald’s "The Great Gatsby." His former high school classmate and now marketing lead for MyPlots, 19-year-old Zane Harwin, described Schwartz as embodying that very persona. "That’s what we would all call him," Harwin remarked, highlighting the aspirational and larger-than-life image Schwartz projected. This cult of personality was meticulously crafted through the strategic use of social media platforms like Instagram and Snapchat, where Schwartz masterfully generated a sense of "fear of missing out" (FOMO). Post-event, he would package highlights into engaging Reels and Stories, further solidifying the allure of his gatherings.
The business model, though seemingly informal in its early stages, demonstrated a clear understanding of demand generation and community building. By teasing events and showcasing the extravagant experiences, Schwartz tapped into the innate desire for social connection and exclusivity among his peers. This strategy proved highly effective, leading to packed events that garnered significant attention within the high school circuit and beyond.
The MyPlots App: Streamlining the Party Experience
The evolution from informal gatherings to a structured business materialized with the launch of the MyPlots app in January 2025. Initially conceived to promote "after-prom" events for high school students, the app quickly expanded its reach and functionality. Today, MyPlots boasts over a million users, becoming the go-to platform for under-21s in Los Angeles and increasingly attracting older, of-age attendees.
Daniel Herring, a 30-year-old promoter who collaborates with MyPlots, noted the platform’s rapid ascendancy. He recalled that upon moving to Los Angeles three years prior, event promotion was largely dominated by platforms like Partiful. However, he observed a significant shift: "Over the last year, it’s definitely been damn near all MyPlots." This sentiment underscores the app’s disruptive impact on the established event promotion market.
The core functionality of the MyPlots app allows hosts to create events, invite attendees, and manage RSVPs and ticket sales. A key differentiator, particularly at its inception, was the integrated ticketing feature, which took a 20 percent cut of all sales. While competitors like Partiful have since introduced similar functionalities, MyPlots’ early adoption and strong user base provided a significant competitive advantage.
Navigating the Underage Market: Opportunities and Challenges
A unique aspect of MyPlots’ early success lies in its ability to cater to a market that often falls outside traditional age restrictions for events. While the app technically requires users to be 18, Schwartz acknowledges that "people find ways around that." The integration with Stripe, a payment processing platform, allows for transactions with users as young as 13, provided a parent is enrolled on the account. This feature, while enabling broader access, also introduces a layer of complexity and potential liability.
The app’s marketing strategy is a crucial element of its appeal. Beyond the technical features, it’s the association with exclusive, luxury parties and the "cool young crowd" that truly sets MyPlots apart. Scouring the app in mid-July 2026 revealed a diverse range of events: all-ages rap shows at downtown LA nightclubs, mansion parties promising celebrity appearances with disclaimers about potential risks, and 18-plus festivals featuring VIP experiences and headlining DJs like Schwartz himself.
Ticket pricing on MyPlots often employs dynamic strategies, varying based on factors such as gender, time of purchase, and VIP access. The "Euphoria Mansion Party" from the previous spring, for instance, offered "bedroom access" for $75, underscoring a willingness to explore unconventional revenue streams and experiences.
The Business of Teen Parties: A Lucrative Frontier
The landscape of teen entertainment has transformed significantly. What was once a rite of passage or a way to gain social capital has evolved into a full-fledged moneymaking enterprise for entrepreneurial individuals adept at leveraging digital tools. Beyond MyPlots, the market is populated by other promoters like 310 Events and Off Campus Events, alongside ticketing apps such as Plots and Turnt, all vying for the attention and wallets of young consumers.
Schwartz’s business philosophy is rooted in the belief that creativity and internet proficiency can unlock significant earning potential, even from the comfort of one’s home. He openly cites billionaire Mark Cuban as a role model, emphasizing the ubiquitous nature of digital connectivity among young people. "So many young people are just on their phones all day," he stated, a reality that MyPlots effectively capitalizes on.
A Glimpse into the Party Scene: Authenticity and Risk
Schwartz, with his slicked-back blond hair and confident demeanor, projects the image of a seasoned tech founder, albeit one still punctuated by youthful colloquialisms. His entrepreneurial journey began at 14 with Loonar Clothing, a streetwear brand. His early marketing tactics involved waiting outside celebrity hotspots for hours, seeking endorsements from figures like Addison Rae, which garnered media attention. The Covid-19 pandemic temporarily paused his event endeavors, but as lockdowns lifted, the demand for in-person experiences surged, providing a prime opportunity for Schwartz to re-establish his presence.
His initial parties were held in various venues, including his father’s apartment complex (with his father providing security and collecting payments) and rented spaces on Hollywood Boulevard. Schwartz claims that securing venues willing to host events for minors was not difficult, attributing it to the venues’ "desperation for business." These events sometimes took place in unconventional locations like warehouses and friends’ houses, with parental consent varying from active supervision to passive allowance.
However, these gatherings were not without their challenges. One New Year’s Eve party at a warehouse was shut down by police due to a lack of proper permits, highlighting the precarious nature of operating events without full compliance.
Navigating Liability: The Insurance Quandary
The question of liability for events involving minors and alcohol is a significant concern. Matt, a venue operator in his twenties who requested anonymity, shared his experiences as a teen promoter. He recalled renting corporate spaces and obtaining single-night insurance through platforms like Eventhelper.com and Eventsured. He admitted to potentially using his father’s name or finding other workarounds to secure insurance as a minor, underscoring the lengths to which young promoters might go to circumvent regulations. "Some people are desperate for money," he explained, suggesting that this desperation drives adults to work with minors and assume the associated risks.
A notable incident involving Schwartz occurred in 2024 when he was featured in FX’s documentary series "Social Studies," which explored the impact of teen social media use. The series depicted a birthday party, purportedly organized by Schwartz, that devolved into debauchery, including excessive drinking, fighting, and a guest requiring medical attention. The incident raised questions about safety protocols and the potential repercussions for party organizers. While Schwartz has since claimed misrepresentation by the filmmakers and denied responsibility for the event, the documentary cast a spotlight on the inherent risks associated with large teen gatherings.
The MyPlots Solution: Creating Order from Chaos
The chaotic nature of pre-app party promotion, with manual payment collection and security issues, spurred Schwartz to seek a more organized and secure solution. "There had to be a better way to facilitate these events, make them safer, and provide people with more security," he reasoned, leading to the creation of the MyPlots app.
To bolster his business, Schwartz leveraged his social media presence, growing his TikTok following to 1.6 million by creating engaging content about fashion and lifestyle. He also secured a lucrative deal with Snap’s Spotlight monetization program, further expanding his reach. By 2023, during his senior year, Schwartz was able to purchase a $50,000 BMW M340i, funded by the proceeds from his events.
Zane Harwin, who joined MyPlots as a freshman when Schwartz was a junior, plays a crucial role in the company’s marketing and operations. His background as captain of the school’s surf team and his charismatic personality complement Schwartz’s strategic vision. Together, they form a dynamic duo, with Schwartz as the mastermind and Harwin as the affable front-person.
The allure of MyPlots extends beyond the parties themselves, drawing from the affluent environment of West Los Angeles. Neighborhoods like Pacific Palisades, with average home prices exceeding $3 million, provide a backdrop of wealth and privilege that influences the party culture. Both Schwartz and Harwin grew up in affluent households, with parents involved in marketing, production, and hospitality. This upbringing likely provided them with insights into business, marketing, and the expectations of a discerning clientele.
The "After-Prom Tour" and Its Aftermath
Following the successful launch of MyPlots, Schwartz and Harwin embarked on an ambitious "after-prom tour" in May 2025. They advertised these events on Instagram, utilizing imagery of luxury cars and penthouse views, often incorporating stacks of cash as props. Harwin described the tour as unprecedented, highlighting their innovative approach to marketing and promotion.
However, these events were not without their controversies. Reports from attendees indicated aggressive behavior from security personnel and instances where intoxicated individuals required medical attention. Schwartz has attributed these incidents to venue security or the overwhelming number of uninvited guests attempting to enter for free, labeling the crowds as "disrespectful."
One particular incident at a backyard party in Rancho Park, advertised on MyPlots and Instagram, saw the fire department called for an intoxicated guest. The subsequent social media post from the party’s promoter, blaming "drunk ho**," sparked criticism and highlighted a perceived lack of accountability.
Legal and Insurance Complexities
The legal and insurance implications of hosting events with minors and alcohol are significant. Marley Majcher, an event planner with The Party Goddess!, expressed skepticism about the adequacy of insurance coverage for young promoters. She emphasized the need for robust contracts to mitigate risks such as accidents and drunk driving. "There’s just no way that these people have the coverage for what they need to have," Majcher stated, particularly in litigious environments like Southern California.
William Lemmon, a principal broker at Broadway Insurance Services, outlined the necessary permits and approvals for events, including special event permits, occupancy sign-offs, fire marshal approval, and alcohol sales permits. He noted that while single-night insurance might be obtainable for adult-only events, policies could be invalidated if minors are involved in selling alcohol or charging cover at events where it is prohibited. The liability, he explained, can extend to promoters, venue owners, alcohol suppliers, and potentially parents if the underage party thrower is involved. "No carrier will knowingly touch it," he concluded, referring to events involving minors, alcohol, and a high degree of risk.
Expanding Horizons: From LA to NYC and Beyond
Despite these challenges, the MyPlots enterprise continues to grow. Following their European vacation, which included throwing their own successful event in Ibiza, Schwartz and his team have set their sights on new markets. By early June 2026, Schwartz had shifted his focus to 18-plus events and expanded to the East Coast.
A significant event was the after-party for Houston rapper Don Toliver’s Madison Square Garden show in New York City, featuring a table fee of $27,500. This marked their second major event in the city, following a Playboi Carti after-party the previous November. The event at HK Hall in Manhattan demonstrated the team’s ability to execute high-profile gatherings, attracting hundreds of attendees and generating substantial revenue.
The MyPlots team is currently seeking angel investors to raise $10 million. This funding is intended to establish a permanent office, build a sales team for talent booking, and organize a large-scale festival on Santa Monica beach. Schwartz, who is currently on a hiatus from his economics degree at UCLA, articulates a vision that extends beyond the nightlife industry. He aspires to eventually sell MyPlots and venture into artificial intelligence, reflecting the evolving aspirations of a generation that values technological innovation and entrepreneurship.
Harwin concisely summarizes their long-term ambition: "Make as much money as I possibly can—as soon as I can." He further suggests that their future endeavors could potentially surpass the scale of events like Coachella, once they reach their late twenties. The MyPlots phenomenon, born from the vibrant West Coast party scene, represents a significant shift in how young entrepreneurs are leveraging technology and social dynamics to build empires, blurring the lines between social gatherings and lucrative business ventures.
