Amex 'Unsigned'

Client: American Express

Whilst the music economy in the UK for established artists is thriving, macro-economic factors in recent years have left the new music scene struggling.

Music is a huge passion for Amex, its prospects and existing card members.

Amex has a long-standing mission to bring 'powerful backing' to Cardmembers and the things they love, which deepens relevance, boosts brand love and increases card applications.

We learned that our core target audience of ‘New Trend Lovers’, obsession with music is evolving. They wanted to see brands make a positive difference to the struggling industry.

Building on established credibility in music, our objective was to support emerging artists and venues, facing significant challenges in the industry.

Enter Amex ‘Unsigned’

A first of its kind programme to provide undiscovered talent their first break in the music industry, through performing on famous stages and providing the soundtrack to major TV campaigns. As well as re-energising iconic venues and giving them a chance to shine once more and host amazing experiences for undiscovered talent and our music obsessed audience. All captured in a 60-minute documentary and delivering business and brand results which far exceeded expectations.