Client: American Express
The live music scene is on its knees. Amex, which has long-standing associations with music through festival sponsorship and rewarding their Gold Card Members with exclusive access to music events. Our core target audience of ‘New Trend Lovers’, obsession with music is evolving. We learned that 77% love discovering new music and are more than 5 times more likely than their peers to be in the know about new artists. Digging deeper, we also learned they wanted to see brands make a positive difference to the struggling industry. Our goal was to increase relevance, brand love and encourage Gold card applications, by living Amex’s brand mission of ‘powerful backing for communities and enterprise’. The Amex Gold 'Unsigned' initiative was born. 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 the new Gold TV campaign. 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, depicting the emotional journey of the eventual winner, Jazzie Martian, from never having performed his own music live in public before to a series of life- and career- changing moments. The film was structured to provide knowledge-hungry emerging musicians with essential insights and inspiration to keep striving for that all important deal, against the backdrop of a powerful story of personal transformation.
