American Express announced today that Grammy® award-winning, country icon Tim McGraw and award-winning director Bennett Miller have been selected as the next pairing in its popular live stream music series “American Express Unstaged,” in partnership with Vevo and YouTube. McGraw’s Sept. 16 concert from New York City’s Hammerstein Ballroom at 9:00 PM ET / 6:00 PM PT will be directed by Miller and live streamedat amexunstaged.com. The performance is timed to the release date of McGraw’s newest album, “Sundown Heaven Town,” available on First Play on iTunes Radio presented by American Express beginning September 9. First Play on iTunes Radio allows fans to listen to full-length albums a week prior to release.
“Bennett is such an incredibly talented director and I’m excited that we get to work together on the next ‘Unstaged,’” said Tim McGraw. “I have a tremendous amount of respect for him and his work. I know with his unique, creative point of view, this will be a really special experience for me and my fans on the day my album comes out.”
McGraw and Miller’s collaboration represents the 15th installment of the innovative live stream music series “American Express Unstaged.” Launched in the summer of 2010, “American Express Unstaged” showcases some of the music industry’s most breakthrough artists playing at landmark venues around the world, while tapping some of today’s most influential filmmakers to direct the live streams and using digital and social media to connect the online audience to the live shows in unexpected ways.
Award-winning director Bennett Miller (Moneyball, Capote, The Cruise and Foxcatcher), one of contemporary film’s most influential and unique storytellers, was brought together with Tim McGraw by American Express to capture the excitement and emotion of McGraw’s performance through an engaging digital viewing experience.
“This is a different kind of experience for me and I’m really looking forward to it” said Miller. “Tim is a great talent and a genuine person and I’m looking forward to shooting this show in a way that will allow his fans to get a little closer and appreciate him a bit more directly than they might ever have before.”
American Express, in partnership with Vevo and YouTube, will provide McGraw fans and music enthusiasts worldwide with several pre-show and in-concert innovative digital features, experiences and one-of-a-kind content that further blur the line between an at-home and in-concert “American Express Unstaged” experience:
Exclusive Digital Content: Leading up to the September 16 performance, fans can visit amexunstaged.com to enjoy a series of videos featuring McGraw that will tell the stories and inspiration behind the music.
Backstaged: Backstaged rewards the digital audience for Tweeting. If enough fans tweet using the hashtag #AmexUNSTAGED leading up to and during the live stream concert, they will unlock an encore performance. Additionally, fans will also have the opportunity to vote on what the encore song is.
Choose Your Cam: The audience can control their viewing experience throughout the live show by switching between the director’s main stream and alternate in-venue vantage points.
Rebroadcast: Immediately following the live performance, fans will be able to enjoy a special looped rebroadcast on amexunstaged.com. An on-demand, full-concert rebroadcast will be available for 48 hours beginning at 11:00 P.M. ET on Wednesday, September 17. Clips of the performance will also be available at amexunstaged.com and Vevo’s web, mobile/tablet and TV apps beginning at 11 P.M. ET on Friday, September 19.
In addition to AmexUnstaged.com, fans can watch the live event on YouTube’s mobile app, Vevo’s free apps for iOS, Xbox and Apple TV, and on Amex NOW, the brand’s always-on television channel through select service provider and connected TV application available across Samsung and LG connected TVs, and IP-connected devices including Roku and Amazon Fire TV. This innovative digital stream, brought to life globally by online music leaders Vevo and YouTube, will build on previous duos such as Pharrell Williams and Spike Lee, Kings of Leon and Fred Armisen, Vampire Weekend and Steve Buscemi, The Killers and Werner Herzog, Usher and Hamish Hamilton and Kenny Chesney and Jonathan Demme, and many more.