AmEx's Digital Push Teams Pharrell Williams With Spike Lee

UGC effort may drive millennials to concert livestream


American Express is bolstering its digital efforts leading up to its Unstaged series featuring Pharrell Williams, which culminates in a YouTube and Vevo-streamed concert on June 3.

While it has run these digital concerts for some time (it's the 14th Unstaged for the financial giant), the growth in Twitter and user-generated content the past couple of years is sparking new investments from the brand. AmEx has teamed the "Happy" star with director Spike Lee, who will lead production on the project from the concert at New York's Apollo Theater.

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