Access that feels real<\/strong><\/h4>\nFor several years, Amex has been building a music portfolio around artists attractive to Gen Z and younger millennials, including Olivia Rodrigo, Gracie Abrams, Billie Eilish, Kacey Musgraves, and Tate McRae. The format changes depending on the fandom, whether that be an intimate performance, a tour-bus activation, or an album pop-up, but the offer stays consistent: Amex gives fans ways to get closer to an artist they love.<\/p>\n
The mission statement makes access feel less like a vague brand promise and more like an actual product. <\/p>\n
\u201cI believe in the power of fandom to connect Amex to our members,\u201d said Bess Spaeth, executive vice president of global brand management and experiences at American Express. \u201cWe understand what they are most passionate about, whether that is music, sports, travel or dining, and we work hard to make those experiences more meaningful for them.\u201d<\/p>\n
For Amex, access is how that idea becomes tangible. It can mean getting a ticket before the general public, buying merchandise made for card members, or stepping inside an experience built around the release of a new album. <\/p>\n
\u201cWe unlock access for members that only Amex can provide at the moments we know our members are most passionate about,\u201d Spaeth said. \u201cWe meet fans where they are and create moments that feel more special.\u201d<\/p>\n
Styles gives Amex a useful canvas because his fan base is global, deeply engaged in pop culture, and likely even more committed after following him from his One Direction days until now. According to Amex, 92% of music fans want to feel a deeper connection to their favorite artist. <\/p>\n
Fans don\u2019t just want the concert; they want the merch, the feeling of getting something exclusive, and the chance to be there early. <\/p>\n
Amex can naturally fit into those spaces, but the partnership still has to feel like it belongs. That means working closely with the artist\u2019s team instead of simply placing a logo on an experience.<\/p>\n
<\/p>\n
\u201cIt starts with shared goals and close collaboration,\u201d Spaeth said. \u201cWe spend time understanding the artist\u2019s creative vision, their audience, and what makes the fandom distinctive, then identify where Amex can naturally add value to make the experiences that matter most even more memorable.\u201d<\/p>\nOlivia Rodrigo at her Unraveled pop-up with Amex in Los Angeles<\/span>American Express<\/cite><\/figcaption><\/figure>\nThe company said more than 70% of onsite engagement at its music-artist activations comes from Gen Z and millennials. Additional research conducted by Morning Consult among 2,002 U.S. adults with household incomes of at least $50,000 found that 62% consider their music preferences an important part of their identity, while 58% said music gives them a sense of belonging. More than half said presale access would make them more likely to attend a concert or sporting event.<\/p>\n
Those numbers explain why Amex treats fandom as more than a marketing sector. It\u2019s a way to connect with how people see themselves and relate to others. If the company can make those moments easier to reach or more memorable, the card becomes tied to something more emotional than a transaction. <\/p>\n
There is still an obvious tension in selling access. It can sound like another perk reserved for people who already have it. <\/p>\n
To answer this, Amex has tried to widen the entry points through public pop-ups, different card member benefits, and a sweepstakes to see Styles on tour, which gave eligible fans across 26 countries a chance to win tickets and a trip to experience the tour with a loved one.<\/p>\n
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