American Express and Billboard this week announced a content partnership for Amex Entertainment, a new channel for Facebook that will provide American Express fans and cardmembers with exclusive ticket offers, updates and interviews from across the music industry. Billbaord's Facebook page will host the new channel as well.
Coldplay will kick off the new initiative on Oct. 26 with the premiere of American Express' "Unstaged Live," an ongoing concert series distributed in partnership with Vevo. Billboard will moderate a "Press Pass Challenge," in which fans can submit questions to Billboard.com editor M. Tye Comer to ask Coldplay during an interview. Amex Entertainment members can then vote for their favorite questions, selecting one winner to receive two tickets and backstage passes to an upcoming Coldplay concert.
"The Amex Entertainment channel on Facebook brings to life the access, offers and experiences American Express Cardmembers have come to expect, and it provides a destination for all of our fans to interact with each other and their favorite musical artists," Pepper Evans, American Express' VP - digital brand and social media development, said in a statement. "Adding Billboard's credibility and creativity to the site makes it a true destination on Facebook to find the best in music information and access."
Billboard publisher Lisa Ryan Howard added, "This partnership showcases the power and unique entertainment access of both brands, and offers fans new exciting and engaging social opportunities via Facebook and Facebook Like button embeds on Billboard.com."
In addition to Press Pass Challenge, the Amex Entertainment channel will also feature a Cardmember Box Office, where cardmembers will get first crack at last-minute and preferred-seating tickets. Paul Simon's So Beautiful or So What tour recently used the feature for an Oct. 11 concert in Las Vegas, while other recent tours to use the feature include Chickenfoot and John Fogerty, 3 Doors Down and the Airborne Toxic Event.
Another feature, Amex Entertainment Status Feed, is a real-time stream of updates for upcoming offers from American Express and exclusive content from Billboard. And Call and Response will allow fans to participate in a Billboard-moderated conversation about their favorite music, artists and shows.