How Teen ‘After-Prom’ Kings in LA Monetized the High School Rager
The MyPlots app has become a dominant platform for Los Angeles teenagers to organize and monetize 'after-prom' parties. Despite age restrictions, the app has gained over 1 million users by leveraging social media FOMO and integrated ticketing.
Why it matters
The rise of MyPlots illustrates how niche event-promotion apps are professionalizing youth social culture and creating new digital economies.
Schwartz is the founder and CEO of MyPlots, a party promotion and ticketing company he started after throwing a series of legendary ragers in Los Angeles beginning at the precocious age of 14. He’s been building a cult of personality since high school, teasing his parties on Instagram and Snap to create FOMO and then packaging highlights in Reels and Stories afterward. “He was like The Great Gatsby,” says Zane Harwin, a 19-year-old former high school classmate of Schwartz’s who now does marketing for MyPlots. “That’s what we would all call him.” Harwin has traveled to New York with Schwartz for the party, and to try to raise money for their app. He’s wearing a $500 white Chrome Hearts T-shirt, a 424 jacket, and a claspless silver “permanent” bracelet he got at Coachella.
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