Project 91 has launched Playgrounds, a live experiences platform backed by an investment from Justin Kalifowitz‘s Klaf Companies.
The New York-based events company confirmed that Playgrounds will serve as an umbrella platform for concerts, branded experiences, and destination events. It will be led by Todd Mackall and Ryan Williams.
David Hua, an executive with Creator Partners, also participated in the investment.
Project 91, the flagship business within Playgrounds, has staged events in public and non-traditional spaces across New York, from Rockefeller Center and Central Park to Katz’s Delicatessen and Times Square.
Project 91, described in the announcement as one of New York’s fastest-growing live operators, has produced more than 200 events over the past year.
Since launching in 2021, the company has worked with artists including Tiësto, Galantis, Diplo, BLOND:ISH, Peggy Gou, Alesso, HUGEL, Zeds Dead, Action Bronson and Paul Wall.
Beyond concerts, Playgrounds operates a portfolio of recurring branded experiences, including Mirari, Friends in High Places, Above 10, Palma Day Club, NYC Halloween Weekend, and the New York Taco & Tequila Festival.
Playgrounds said this summer will be its most active season to date.
Planned events include shows with HUGEL and Alesso at the 10,000-capacity Brooklyn Army Terminal, a Fourth of July block party on the Brooklyn waterfront, and the launch of On the Decks, a weekly boat experience in New York Harbor.
Playgrounds is also expanding into Charleston, South Carolina, where its events will take place across non-traditional spaces, including waterfront properties, industrial venues, and aboard the USS Yorktown aircraft carrier.
“We’re growing Playgrounds by focusing on the experience first, whether that’s the artist, the setting, or the crowd,” said Todd Mackall.
“This partnership allows us to scale that approach without losing what made it work. Justin and his team bring real global operating experience and share our conviction in how we’re building the business.”
“This is an exciting moment for the whole company,” added Ryan Williams.
“We’re expanding into new markets, bringing talent buying in-house, and building a team that can operate at scale. The goal is simple: own more of the experience, take bigger swings, and do it consistently across markets.”
“I’m all in on businesses that get people out of the house and off the phone,” said Justin Kalifowitz.
“That’s exactly what Todd, Ryan and the team are doing every single day. I’m looking forward to watching them build Playgrounds all over the world.”
Kalifowitz founded the investment and advisory platform Klaf Companies in 2024, having built and sold Downtown Music Holdings, the music services business he established in 2007.
Universal Music Group‘s Virgin Music Group completed its acquisition of Downtown in February, with Kalifowitz stepping away from the company.
Downtown sold to Virgin for $775 million, having earlier sold its catalog of owned copyrights to Concord for $400 million in 2021 – a combined exit of around $1.2 billion, as previously reported by MBW.
Klaf Companies is also a strategic partner in Burwoodland, the live events company behind brands including Emo Night Brooklyn and Gimme Gimme Disco.
Entrepreneur Mark Cuban invested in Burwoodland earlier this year.Music Business Worldwide