How Teen ‘After-Prom’ Kings in LA Monetized the High School Rager

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.

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 .

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.”