The news: Issuers are using superfans and other niche demographics to drive spend by developing experiential, exclusive partnerships.

American Express VP Janan Morgul laid out at New York Advertising Week how the company’s recent partnerships with Harry Styles and Olivia Rodrigo cultivated positive brand experiences for Gen Z and millennials. Fifty-seven percent of these cohorts say they’re interested in music, per Luminate.

• The issuer sponsored Rodrigo’s “the cure” music video and later recreated the set at The Grammy Museum as an immersive walk-through experience for fans.
• Amex also created a pop-up store for Harry Styles’ Forever Forever tour in the East Village, giving cardholders early access and dedicated checkout lines.

Chase CMO Carla Hassan also noted a similar strategy for Sapphire Reserve members. Both issuers have also piloted intimate sports and music experiences, such as multi-course dinners at Madison Square Garden and exclusive events at the Grand Ole Opry. 

Why this matters: Music superfans are highly engaged, ready to spend, and open to brand presence at their events.

• 20% of US music listeners count as superfans, engaging with artists/music in more than five ways, per Luminate.
• 92% of music fans say they want a deeper connection with their favorite artists, per Amex.
• And 45% of consumers say they’d view a brand more favorably if it sponsored a music festival or concert events.

Implications for issuers: Issuers can acquire younger music-loving consumers by positioning their brands alongside prominent artists.

While giving cardholders presale access is a valuable first step, issuers can go deeper by facilitating start-to-finish experiences for concert-going members, including travel, dining, exclusive merch pop-ups, and lounges. 

Partnering with artists who are popular with women may  yield even bigger opportunities: Among women superfans, 37% flip a live music event into a multi-night travel experience, per Amex. And 94% of women who identify as live music fans are open to brands having a presence at concerts and festivals.

This content is part of EMARKETER’s subscription Briefings, where we pair daily updates with data and analysis from forecasts and research reports. Our Briefings prepare you to start your day informed, to provide critical insights in an important meeting, and to understand the context of what’s happening in your industry. Non-clients can click here to get a demo of our full platform and coverage.