Breakaway

About Breakaway

Breakaway Music Festival, operated by Prime Social Group, has established itself as a significant player in North America's live entertainment sector. The company operates as the largest independent touring music festival, targeting a core demographic of Gen-Z and Millennial consumers in underserved markets across the United States. Its business model centers on producing two-day, multi-stage music festivals featuring a mix of electronic dance music (EDM) and pop artists. Revenue is generated primarily through ticket sales, sponsorships, and brand partnerships.

The festival was founded by Adam Lynn and Zach Ruben, who launched the parent company, Prime Social Group, in Columbus, Ohio, in 2010. Lynn, an avid music fan, identified an opportunity in the nascent U.S. EDM scene after observing its popularity in Europe. Starting with a personal loan, the duo focused on the Midwest, a market with less competition and lower operational costs, which proved crucial to their initial survival and subsequent growth. This strategy of starting small and scaling methodically allowed them to avoid the pitfalls that caused other promoters to fail. Their eye for emerging talent was a key factor, booking artists like Avicii, Steve Aoki, and Post Malone early in their careers for modest fees.

The inaugural Breakaway Music Festival took place in 2013, with events at MLS stadiums in Columbus and Dallas. The festival concept was to create an accessible, high-quality experience, blending globally recognized headliners with local and emerging acts to foster a sense of community. Over the years, the festival has expanded its footprint from its Ohio roots to cities including Charlotte, Kansas City, Grand Rapids, and into California, attracting over 100,000 attendees in 2022. The company has secured multiple rounds of funding, including a Series A led by RSE Ventures, to fuel its national expansion, with a stated goal of reaching 12 cities in 2025. This capital is also being used to strengthen the core team in areas like marketing, operations, and talent buying. Prime Social Group has also diversified its operations, establishing an artist management division and exploring digital content.