MyPlots Scales the 'After-Prom' Economy via Tech-Driven Hype

MyPlots is transforming the high school and under-21 party circuit into a scalable business model by combining exclusive event promotion with a proprietary tech stack, as Wired first reported. Founded by 21-year-old Jack Schwartz, the company launched its namesake app in January 2025 to facilitate ticketing and promotion, specifically targeting "after-prom" events for high schoolers, according to Wired.

While the app's technical capabilities are described by Wired as amateur compared to competitors like Partiful, MyPlots has successfully captured the Los Angeles market. The platform allows hosts to create events, invite guests, and target previous attendees via text without sharing phone numbers with third parties. MyPlots generates revenue by taking a 20 percent cut of all ticket sales processed through the app. The company has grown to over 1 million users and is currently expanding to include older, of-age attendees.

Schwartz, who began throwing parties at age 14 while attending Palisades Charter High School, utilizes a "cult of personality" marketing strategy. By teasing events on Snapchat and Instagram to generate FOMO and sharing highlights through Reels, he has positioned the brand around luxury and exclusivity. This approach is evident in events like the Daybreak Festival at the W Hollywood and mansion parties in Encino, which often feature tiered pricing based on VIP access, timing, or gender.

Working with CTO Clark Holden and marketer Zane Harwin, Schwartz has moved the business beyond local ragers into a professional enterprise. Despite the app's 18-plus age requirement, Schwartz admits users find ways around this, noting that integrated payment processor Stripe allows users as young as 13 if a parent is enrolled on the account.