For anyone to win in music culture, they have to have a voice. This is, of course, true for artists, but equally for brands whose unique voices can authentically accelerate the ways in which they build fandom, much like the biggest artists today.

American Express have had a long legacy in music culture. With their multi-year Music Backers programme, they expressed the Powerful Backing of their brand ethos to support the music industry at a time they needed it most. Now in a post-COVID world, they have re-imagined their voice for a changing cultural landscape.

We look at how the brand has grown their Cultural Capital through meaningful partnerships with artists, like with multiple ARIA-winning Boy and Bear, who will join us on stage to unpack their recent unique collaboration.

Can brands have an authentic voice in music, and how can it evolve to match the ever-changing needs of music fans? Alongside an artist, we'll find out.