Supporting music's next wave.

After 5 years of supporting top tier artist through UNSTAGED, Amex was hungry to do more in the music space. And since everyone (and their mother) had an "emerging artist" program, the challenge was: How do we truly make an impact on the trajectory of a rising artist? How do we offer more then just free publicity.

The answer was: Treat them much like Amex would treat a small business. Enable them with tools, expertise, and access to a valuable network of partners.

Role: Co-Creator & Program Creative Director

ORIGINAL CONTENT

We began with storytelling. A series of videos were created not only showcasing each bands story, but giving future fans a reason to stick around. Content was distributed across the Amex, VEVO and Billboard Music network.

Copy of Meet The Artists – Amex UNSTAGED Artists In Residence

Copy of Betty Who - Ch. 2 | Amex Unstaged: Artist In Residence

Copy of Mary Lambert - Ch. 2 | Amex Unstaged: Artist In Residence

Copy of Rixton - Ch. 2 | Amex Unstaged: Artist In Residence

Copy of Mary Lambert - Ch. 3 | Amex Unstaged: Artist In Residence

Copy of Betty Who - Ch. 3 | Amex Unstaged: Artist In Residence

Copy of Rixton - Ch. 3 | Amex Unstaged: Artist In Residence

Copy of Mary Lambert - Ch. 4 | Amex Unstaged: Artist In Residence

Copy of Betty Who - Ch. 4 | Amex Unstaged: Artist In Residence

Copy of Rixton - Ch. 4 | Amex Unstaged: Artist In Residence

Copy of Program Trailer | Amex Unstaged: Artist In Residence

YOUTUBE CHANNEL

Fans could find the content distributed across the web, but subscribing would take you to the channel hub where the content was aggregated. Visitors could explore the other artists and learn about how they could support simply by interacting. For every social share, the bands came closer to unlocking more additional media support from partners.

ARTIST SUMMIT

IN PARTNERSHIP WITH YOUTUBE, TWITTER & BILLBOARD MAGAZINE

To truly deliver unique value to these artists, American Express hosted a full day summit at the Wythe Hotel in Williamsburg. Along with the great folks from Amex, experts from YouTube, Twitter and Billboard magazine held work shops and presentations. Each artist got hands on consultation and access to information and stewardship usually reserved for the big brands.