American Express Turns Fandom into a Card Advantage
Amex has covered Harry Styles' tour in 16 cities with a partnership: pop-ups, merch, presales and a sweepstakes across 26 countries. 92% of fans want to get closer to the artist — and the card sells exactly that.
American Express has embedded itself in virtually every element of Harry Styles' «Together, Together» tour and his album «Kiss All The Time. Disco, Occasionally». The partnership covers release events, exclusive merch, ticket presales and a global sweepstakes. Album-release pop-ups alone will take place in 16 cities.
In New York, a pop-up in the East Village will run in parallel with Styles' 30-show residency at Madison Square Garden through November 1.
The scale is new; the strategy is not.
Access as a Product
For several years, Amex has been building a music portfolio around artists appealing to Gen Z and young millennials: Olivia Rodrigo, Gracie Abrams, Billie Eilish, Kacey Musgraves and Tate McRae. The format varies depending on the fandom — an intimate performance, a tour-bus activation, an album pop-up. The offer is constant: the card gives fans a way to get closer to their favorite artist.
According to Amex, 92% of music fans want a deeper connection with their favorite performer. A fan wants more than a concert — they want merch, a sense of exclusivity and a chance to get in before everyone else.
«I believe in the power of fandom as a way to connect Amex with our customers,» said Bess Spaeth, Executive Vice President of Global Brand Management and Experiences at American Express. «We understand what they are passionate about — music, sports, travel or food — and we work to make those experiences more meaningful for them.»
Access can mean a ticket before the general sale, merch released only for cardmembers, or entry into a space built around an album release.
«We open doors for customers to access that only Amex can provide, at the moments of their greatest enthusiasm,» Spaeth says. «We meet fans where they are and create moments that feel special.»
Styles is convenient for Amex because his audience is global, deeply engaged in pop culture and likely even more loyal after his journey from One Direction to a solo career.
The Numbers
More than 70% of in-person engagement at Amex music activations comes from Gen Z and millennials. A Morning Consult study of 2,002 US adults with household incomes of $50,000 or more showed: 62% consider their music preferences an important part of their identity, and 58% say music gives them a sense of belonging. More than half said access to a presale would increase their likelihood of attending a concert or sporting event.
These figures explain why Amex treats fandom as more than a marketing segment. It is a way to connect with how people see themselves and build relationships with others. If the company makes such moments more accessible and memorable, the card becomes tied to emotion rather than transaction.
The Closed-Access Problem
The obvious contradiction: selling access sounds like yet another privilege for those who already have the card.
Amex is expanding entry points through public pop-ups, different tiers of benefits and a sweepstakes for a trip to the Styles tour. It gave fans from 26 countries a chance to win tickets and a trip to a concert with a loved one.
A Long-Term Bet
The goal of the strategy, according to Spaeth, is to give customers different ways to participate, because everyone experiences fandom in their own way.
«Every artist and fandom is different, but the standard is the same: the experience must be authentic to the artist, open up benefits for cardmembers and make the fan's journey memorable,» she says.
Amex's long-term bet is not collecting celebrities but being present in different fan communities. Styles is the most visible example, but not the last. The brand has stated its intention to keep looking for artists from different cultures and countries who are popular with Gen Z and young millennials.
One thing remains constant: the product is still the card. Experiences merely unlock what makes it meaningful to fans.
Source: Adweek
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