How Teen ‘After-Prom’ Kings in LA Monetized the High School Rager
How Teen ‘After-Prom’ Kings in LA Monetized the High School Rager
洛杉矶“毕业舞会后”派对之王：如何将高中狂欢变现
When I ask Jack Schwartz how much he’s charging for a table at his upcoming party in Manhattan, he offers to “show” me instead of answering with words. Then, the 21-year-old reaches into his black leather jacket, pulls out a white envelope containing $27,500 in cash—neatly separated into three stacks—and slides it across a countertop at WIRED’s office in New York, his right hand flashing a $10,000 diamond- and sapphire-encrusted gold ring.
当我问杰克·施瓦茨（Jack Schwartz）他在曼哈顿即将举办的派对上，一张桌子收费多少时，他没有用言语回答，而是提出要“展示”给我看。随后，这位21岁的年轻人从黑色皮夹克里掏出一个白色信封，里面装着27,500美元现金——整齐地分成了三叠——并将其推过《连线》（WIRED）纽约办公室的柜台。他的右手闪烁着一枚价值1万美元、镶嵌着钻石和蓝宝石的金戒指。
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.
施瓦茨是MyPlots的创始人兼首席执行官，这是一家派对推广和票务公司。他在14岁那年就开始在洛杉矶举办一系列传奇般的狂欢派对，随后创立了这家公司。从高中起，他就一直在打造个人崇拜，通过Instagram和Snapchat预告派对以制造“错失恐惧症”（FOMO），事后又将精彩片段包装在Reels和Stories中。“他就像《了不起的盖茨比》，”19岁的赞恩·哈温（Zane Harwin）说，他是施瓦茨的高中同学，现在负责MyPlots的营销工作。“我们都这么叫他。”哈温此次随施瓦茨前往纽约举办派对，并试图为他们的应用程序筹集资金。他穿着一件价值500美元的白色Chrome Hearts T恤、一件424夹克，手腕上戴着在科切拉音乐节（Coachella）上买的无扣银色“永久”手链。
MyPlots launched its namesake app in January 2025, in part to promote “after-prom” events for high schoolers. Today, it’s the go-to app for under-21s in LA and boasts more than 1 million users. The app is also expanding its user base to older (of-age) attendees. Daniel Herring, a 30-year-old promoter who works with MyPlots, says that when he moved to LA three years ago, most events were promoted on Partiful, but “over the last year, it’s definitely been damn near all MyPlots.”
MyPlots于2025年1月推出了同名应用程序，部分目的是为了推广高中生的“毕业舞会后”活动。如今，它是洛杉矶21岁以下人群的首选应用，拥有超过100万用户。该应用也在将其用户群扩展到年龄较大的（成年）参与者。与MyPlots合作的30岁推广人丹尼尔·赫林（Daniel Herring）表示，三年前他搬到洛杉矶时，大多数活动都在Partiful上推广，但“在过去的一年里，几乎全被MyPlots占领了。”
On MyPlots, a host will sign up, create an event, and invite people. The app allows promoters to target people who have attended their parties in the past and text guests updates, but it does not share phone numbers with promoters or third parties for off-platform use. Guests RSVP and purchase their tickets through the app, and the company takes a 20 percent cut of all sales. (When it launched last year, the ticketing feature distinguished MyPlots from competitors, but they’re catching up. In June, Partiful announced it would be offering in-app ticketing.) To use MyPlots, users technically need to be 18, but Schwartz concedes that “people find ways around that.” Stripe, which is integrated into the app, allows users as young as 13 if they have a parent enrolled on the account.
在MyPlots上，主办方可以注册、创建活动并邀请他人。该应用允许推广人锁定过去参加过他们派对的人群，并向客人发送更新短信，但不会与推广人或第三方共享电话号码用于平台外用途。客人在应用内回复邀请并购买门票，公司则从所有销售额中抽取20%的佣金。（去年推出时，票务功能使MyPlots与竞争对手区分开来，但对手们正在迎头赶上。6月，Partiful宣布将提供应用内购票功能。）使用MyPlots在技术上要求用户年满18岁，但施瓦茨承认“人们总能找到绕过的方法”。集成在应用中的Stripe允许年仅13岁的用户使用，前提是其账户中有家长注册。
It’s not really the tech that sets MyPlots apart, which feels amateur compared to competitors like Partiful. Rather, it’s the cool young crowd using it for exclusive, luxury parties—and how MyPlots markets to them. Scanning the app in mid July 2026 turned up an all-ages rap show at downtown LA nightclub The Mayan; a mansion party in Encino boasting “CELEBERTIES [sic]”—with a disclaimer that organizers aren’t liable for “anything negative that could happen” before, during, and after the event; and an 18-plus Daybreak Festival at the W Hollywood hotel featuring “VIP cabanas” and Schwartz’s bolded name as a headlining DJ. Ticket pricing is often tiered, sometimes varying based on gender, timing, or VIP access. A “Euphoria Mansion Party” from last spring, which did not specify an age restriction, boasted 500-plus expected guests and offered 30 minutes of “bedroom access” for $75.
让MyPlots脱颖而出的并非其技术——与Partiful等竞争对手相比，它的技术显得有些业余。相反，是那些使用它举办独家豪华派对的酷炫年轻人，以及MyPlots针对他们的营销方式。2026年7月中旬浏览该应用时，可以看到洛杉矶市中心夜店The Mayan举办的全年龄说唱演出；恩西诺（Encino）的一场豪宅派对，号称有“名人”出席——并附带免责声明，称组织者不对活动前、中、后发生的“任何负面事件”负责；以及在W好莱坞酒店举办的18岁以上“破晓音乐节”（Daybreak Festival），提供“VIP小屋”，施瓦茨的名字作为头牌DJ被加粗显示。票价通常分级，有时根据性别、时间或VIP权限而有所不同。去年春天的一场“Euphoria豪宅派对”没有指定年龄限制，预计有500多名客人参加，并以75美元的价格提供30分钟的“卧室使用权”。
No longer just a rite of passage or a chance to score clout at school, teen parties are now full-blown moneymaking enterprises for entrepreneurs savvy enough to take advantage. In addition to MyPlots, there are promoters like 310 Events, Off Campus Events, and LA Social, and ticketing apps like Plots and Turnt, all catering to young crowds.
青少年派对不再仅仅是成长仪式或在学校博取名声的机会，对于足够精明的创业者来说，它们现在已成为成熟的赚钱企业。除了MyPlots，还有310 Events、Off Campus Events和LA Social等推广方，以及Plots和Turnt等票务应用，它们都在迎合年轻群体。
“If you get real creative, there’s always a way to make money—even without even leaving your house—if you know how to market and you can use the internet,” says Schwartz, whose role model is billionaire Mark Cuban. “So many young people are just on their phones all day.”
“如果你足够有创意，总有办法赚钱——甚至足不出户——只要你知道如何营销并能利用互联网，”施瓦茨说，他的榜样是亿万富翁马克·库班（Mark Cuban）。“太多的年轻人整天都盯着手机看。”
Standing at 5’8”, Schwartz wears his dirty blond hair slicked back, and often has a pair of Oakleys perched on top of his head. He speaks with the bullish confidence of a tech founder, the occasional “like” reminding you of his age. As he tells it, he first became an entrepreneur at 14 years old. While a freshman at Palisades Charter High School—a well-known public school known as “Pali” by locals—he started a streetwear line called Loonar Clothing. His marketing strategy was to wait outside of celebrity haunts like Boa Steakhouse and the Saddle Ranch Chop House “for like 8 to 12 hours” and ask stars like Addison Rae to wear his T-shirts, sunglasses, and other swag on camera—prompting an Inside Edition story. Just before the Covid-19 pandemic hit, Schwartz threw three parties in succession, building a name for himself at school. “Everyone was like, who is this Jack Schwartz kid?” he recalls. “Every kid at Pali, even the seniors, are going.”
施瓦茨身高5英尺8英寸（约1.73米），留着一头向后梳的深金色头发，头上经常架着一副Oakley太阳镜。他说话时带着科技公司创始人那种咄咄逼人的自信，偶尔冒出的“像”（like）提醒着你他的年龄。据他讲述，他14岁时就开始创业了。在帕利塞德特许高中（Palisades Charter High School，当地人称“Pali”）读高一时，他创立了一个名为Loonar Clothing的街头服饰品牌。他的营销策略是在Boa牛排馆和Saddle Ranch Chop House等名人常去的地方外“等上8到12个小时”，请求像艾迪森·雷（Addison Rae）这样的明星在镜头前穿戴他的T恤、太阳镜和其他周边产品——这甚至引来《Inside Edition》的报道。在新冠疫情爆发前夕，施瓦茨连续举办了三场派对，在学校里打响了名声。“每个人都在问，这个叫杰克·施瓦茨的孩子是谁？”他回忆道。“Pali的每个孩子，甚至是高年级学生，都要去参加。”
The first was in a rec room at his dad’s apartment complex, with his dad working security and collecting payments; the other two were on Hollywood Boulevard, where he paid $2,000 cash to rent the space. Schwartz says it wasn’t hard to find venues willing to rent to minors. “If you go to Hollywood, some of these venues … they’ll do anything for business.”
第一场派对是在他父亲公寓大楼的娱乐室里举办的，他父亲负责安保和收款；另外两场在好莱坞大道，他支付了2000美元现金租下了场地。施瓦茨说，找到愿意租给未成年人的场地并不难。“如果你去好莱坞，有些场地……为了生意，他们什么都愿意做。”
His parties weren’t always hosted at official venues; they popped up at warehouses, offices, even friends’ houses. “A lot of the time, the parents … wouldn’t care,” Schwartz says. “They would be…”
他的派对并不总是在正式场地举办；它们会出现在仓库、办公室，甚至是朋友家里。“很多时候，家长们……根本不在乎，”施瓦茨说。“他们会……”