American Express is deepening its ties to music with a pair of new initiatives, an intimate concert with Maroon 5 and a partnership with Apple’s iTunes Radio.
The Maroon 5 event will be a live-streamed concert on June 20 as part of AmEx’s Epic EveryDay GetAway, a three-day event in New York City June 18 to 21 inspired by the new AmEx Every Day credit card, which began accepting applications April 2. Additional details regarding the live-stream are still being finalized. Since 2010, AmEx has also hosted “Unstaged,” a live online concert experience that has featured the likes of Coldplay, Usher, Jack White, and most recently, St. Vincent during New York Fashion Week.
The Every Day card was first introduced during the Oscars via a series of commercials starring Tina Fey, and will continue to target multi-tasking moms through a new partnership with NBC Universal that includes “Today,” and Maroon 5. Amex says Maroon 5 was chosen independently, without bias towards frontsinger Adam Levine because of his role as a coach on NBC's “The Voice.”
“We asked a group of multi-tasking moms what some of their favorite groups and singers were, and Adam Levine and Maroon 5 came right out on top,” says Elizabeth Rutledge, executive vice president of AmEx card products and benefits. “Everything, from the name of the product itself to the experiences, has come from that audience.”
Through a social-media contest dubbed #EveryDayMoments hosted at AmexEverDayMoments.com, 50 winners and their guests will be flown to New York for the Epic Everyday Getaway, with additional experiences including a meet-and-greet with the cast of Broadway’s “Rock of Ages,” makeovers from Rent the Runway and DryBar, a SoulCycle Spin class at Grand Central Terminal and a three-night stay at the InterContinental New York Hotel in Times Square.
Separately, AmEx has started working with Apple’s iTunes Radio as the presenting sponsor of First Play, an advanced stream of new albums the week before their release. The Hold Steady’s “Teeth Dreams,” released March 25, was the first featured release the week of March 18. AmEx will continue to premiere new albums through the end of 2014.
“Streaming is important to us, as evidenced by our Unstaged platform and some new notions we may roll out this year around up-and-coming artists that will likely occur in the streaming world as well,” says Terryn Giampietro, senior manager-media sponsorship at American Express. “Apple has always been a great partner of ours over the years, including a 2011 pilot program we held with iTunes to offer free song downloads to card members. This helps us broaden our overall offering to the music industry.”
AmEx is one of several brands who’ve partnered with iTunes Radio since its September launch. Most notably, Pepsi inked a multi-year deal with the platform last fall to showcase artists both new and established across Pepsi’s global network like Beyonce, Eva Simons and Lido Lido.