MyPlots Scales LA Party Scene into Ticketing Empire

Jack Schwartz, a 21-year-old entrepreneur, has transformed the Los Angeles house-party circuit into a scalable business with the launch of MyPlots, as Wired first reported. According to Wired, Schwartz began hosting large-scale events at age 14 while attending Palisades Charter High School, utilizing Instagram and Snapchat to build a "cult of personality" and drive demand through social exclusivity.

Launched in January 2025, MyPlots is a party promotion and ticketing app that specifically targeted "after-prom" events for high schoolers. The platform allows hosts to create events and target previous attendees via text, while the company collects a 20 percent commission on all ticket sales. Wired reports that the app has grown to more than 1 million users and is now expanding to include attendees of legal drinking age. Daniel Herring, a 30-year-old promoter, told Wired that while Partiful previously dominated the LA market, MyPlots has largely taken over in the last year.

While the app's technical capabilities are described by Wired as amateur compared to rivals, its growth is driven by high-profile, luxury events. Examples include the Daybreak Festival at the W Hollywood on July 24, 2026, and various mansion parties in Encino. Schwartz, who works with CTO Clark Holden and marketer Zane Harwin, views his business through the lens of digital marketing, citing billionaire Mark Cuban as a role model.

Despite the app's focus on youth, Wired notes that users technically need to be 18, though Schwartz admits users find workarounds. The app integrates Stripe, which permits users as young as 13 if a parent is enrolled on the account.