The idea was simple: What would happen when the best of three worlds came together for a set of fan-inspired experiences?

So we brought the world’s biggest hip-hop artist together with one of the most captivating visual performers and amplified the night with technology.

The distinct Art Basel combination of art, music, and technology would act as our hook to capture fans attention – but that wouldn’t be our last trick. Through a series of mysterious content, we wanted to tease out an encore and surprise loyal Card Members of New York with a show in Brooklyn. For the final act, we once again planned to shock fans by announcing the show would be streamed live and available for everyone to see.

By smartly placing Kendrick in the Faena Dome for his Art Basel performance, we were able to use the walls 180 degree canvas and give Shantell a stage of her own.

Massive “3d-paintings” on the exterior of the dome projected the art to the rest of Miami. Throughout the concert, Shantell’s art was fused with the live music and brought to life through audio visualizations, evolving layers, scale and perspective.

To share this collaboration with the world, we captured the pair discussing their artist vision during an unscripted conversation. Using Kendrick’s social channels, we ultimately leveraged the footage to tease our big reveal.

We surprised New York the morning of December 16th and announced there would be a Kendrick concert, at the Music Hall of Williamsburg, that evening. For those not able to snag one of the coveted 400 tickets, we broadcasted and shared the show on Facebook Live.

Exceeding benchmarks, the effort increased Access familiarity by an impressive 25%.

The long-term partnership supported business initiatives spanning across multiple touch points, both physical and digital, and captured attention across the country – with an Amex record of 10.3MM Facebook Live streaming views, 722K (non-video) social engagements, and 1B PR impressions.

Beyond the numbers, the shows were a huge success in the eyes of the fans. The small venues connected Kendrick to his biggest fans and every card member left with a new, unforgettable memory.

American Express paired with hip-hop icon Kendrick Lamar and the rising visual artist Shantell Martin to create an unforgettable story of separate worlds coming together.

Successfully marrying the perfect mixture of music, art, and technology, the experience allowed both Kendrick and Shantell to share sides of their art that few have seen, and gave Card Members a taste of Amex Access benefits.

Since the fan’s experience was the core of our partnership, pairing with Kendrick Lamar and Shantell was natural. By bringing the artists closer to their fans and enabling them to perform without limitations, American Express was able to maximize the partnership and drive awareness of out Entertainment Access program, and both Kendrick and Shantell were able to give fans a night they will never forget.

As Kendrick geared up for a highly anticipated album release, American Express had a golden opportunity to be at the core of his next big moment. Wanting to create an experience worth talking about, we brought-in Shantell Martin to complete the trio.

Success for Kendrick meant keeping true to his authentic style and giving fans an unforgettable night. Shantell wanted to spread her message and visual expressions with the world. While merging two artist’s passions, sharing the experience with fans, and bring awareness to Card Member benefits was a win for Amex.

Together, the team was able to blend their goals into one synergetic purpose.