American Express, in partnership with VEVO and YouTube, has announced Kings of Leon as the latest band involved in the ‘American Express Unstaged’ live stream event, the 13th in the branded content series.
Aiming to blur the line between an at-home and in-concert live, Amex’s live event brings together musicians with renowned film directors, and streams the performance via the VEVO and YouTube platforms. This year, Fred Armisen will direct Kings of Leon from the Shepherd’s Bush gig.
Fans can watch via YouTube’s iOS and Android apps as well as its mobile website, VEVO’s apps for iPhone, iPad and Xbox 360, and on the American Express Channel, available through the app on LG connected TVs.
From these platforms viewers can choose and change the camera they wish to experience the show though, while a 360 degree camera also gives them a view from the stage.
“I was really impressed with the creative opportunities that a program like ‘American Express Unstaged’ offered,” said Armisen. “I am excited to work with Kings of Leon to put together a really incredible show for fans worldwide.”
Amex is further supporting the event through social media activity. If enough fans Tweet using the hashtag #AmexUNSTAGED leading up to and during the live stream they will unlock a special piece of digital ‘Backstaged’ content.
Previous duos have included Vampire Weekend and Steve Buscemi, The Killers and Werner Herzog, Kenny Chesney and Jonathan Demme, and Jack White and Gary Oldman.
This performance will be live streamed from Shepherd's Bush in London at 4PM ET / 1PM PT on Friday, 9 August.