AmEx and ‘Billboard’ Partner for Facebook Music Channel

Aims to draw fans with content and ticket offers

American Express announced today that it’s teaming up with Billboard to launch a new Facebook channel to connect music fans with ticket offers and interactive features.

Content on the AmEx Entertainment channel, which is being created in a partnership between American Express and Billboard, will also be available through the magazine’s Facebook page.

Coldplay—which has already joined with AmEx to perform in the “American Express Unstaged” concert series later this month—will be the first band featured on the Facebook channel. As part of the “Press Pass Challenge,” fans will be able to submit and vote on questions for editor M. Tye Comer to ask Coldplay in an upcoming interview, and the fan with the winning question will get tickets and backstage passes to a Coldplay concert.

Billboard, which is owned by Adweek parent Prometheus Global Media, will also moderate the channel’s “Call and Response” section, where users can discuss their favorite artists and music news.

The channel also hopes to attract fans by offering them access to exclusive concert tickets ahead of the public. Users who “like” the page will be able to subscribe to the “Status Feed,” featuring real-time updates on upcoming ticket offers as well as music news and content from Billboard. Through the “Cardmember Box Office,” fans will get first dibs on advance and last-minute tickets and preferred seating via American Express.