“It starts with shared goals and close collaboration,” Spaeth said. “We spend time understanding the artist’s 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.”
The 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.
Those numbers explain why Amex treats fandom as more than a marketing sector. It’s 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.
There is still an obvious tension in selling access. It can sound like another perk reserved for people who already have it.
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.
A long-term strategy
The goal of the strategy, Spaeth said, is to give members different ways to participate because not everyone experiences fandom the same way.
“Every artist and fandom is different, but the standard is the same for all. The experience should feel authentic to the artist, unlock benefits for our card members, and make the fan journey more memorable,” Spaeth said.
For Amex, the long-term strategy is less about collecting celebrity partnerships and more about becoming a presence in different fan communities. Styles may be the most prominent example right now, but he won’t be the last.
The brand says it wants to keep discovering artists across cultures and countries who are making waves, especially with Gen Z and younger millennials.
The only thing that remains the same is that the card is still the product. The experiences, however, unlock what makes it meaningful to fans.
