• by Tanya Gazdik , March 15, 2011

American Express is launching its second year of its "Unstaged" music series with an unusual pairing: Pop music group Duran Duran and filmmaker David Lynch.

This is the fourth installment of "Unstaged," which launched in summer 2010 and has featured Arcade Fire, John Legend & The Roots, and Sugarland. American Express, in conjunction with VEVO and YouTube, tracked more than 30 million total streams for all three performances combined. Arcade Fire was directed by Terry Gilliam, John Legend and the Roots by Spike Lee and Sugarland by Kenny Ortega.

The 2011 series will continue to use a variety of digital and social media to connect the online audience to the live shows in unexpected ways, says Jessica Igoe, vice president global sponsorship marketing, American Express.

"'Unstaged' is truly helping to shape a new distribution and marketing model within the music industry by while allowing them to remain authentic," Igoe tells Marketing Daily. American Express cardmembers and music enthusiasts can digitally connect to these live music experiences in a variety of ways. With "Choose Your Cam," the audience can control their viewing experience throughout the show by switching between the director's mainstream and alternate "Lynchian" artistic lenses on the night.

"The Now Pulse" crowd visualizer helps unite the audiences at the show and at home via social chatter online. When the social buzz reaches a climax, a special Duran Duran memento will be unlocked for fans everywhere.

Audiences worldwide will collaborate with Lynch in an onstage and online art installation, "All of Us Now," by submitting photos and videos at www.YouTube.com/DuranDuranVEVO. The photos will be showcased on surreal displays throughout the night.

Leading up to the performance, fans will be able to receive insider updates by connecting with American Express at www.twitter.com/AmericanExpress or www.Facebook.com/AmericanExpress. Fans can visit YouTube for a special "Unstaged" trailer video, including highlights from previous performances.

Fans can Tweet questions to #amexduranduran for a chance to have them answered by the band in a series of pre-show vignettes. During an online pre-show, viewers who tune in early to the live-stream will catch an exclusive segment directed by Lynch.

A special screening party will be held in New York City, featuring the live-stream performance, including industry insiders, select media and fan club members.

Many factors go into which artists are chosen, including the goal of offering an eclectic mix of genres that are relevant, diverse and exciting, Igoe says. "We also like to work with artists who see "Unstaged" as a new model for distributing music, especially as they are getting ready to release new recordings," she says. "As we look to partner with a director, we are really looking for a director who themselves are a fan of the band and have a unique perspective on their music."

The "Unstaged" platform allows music enthusiasts worldwide to digitally connect to the show online and further blur the line between the at-home and in-concert experience, she adds.

"We continuously look for new ways to engage with our cardmembers and to provide them with special access to unique lifestyle experiences," Igoe says. "Music and film are two areas that we know our cardmembers have a particular interest in, and with 'Unstaged,' we are able to provide them -- and all music and film fans -- with an innovative and exciting experience."