American Express has joined forces with leading figures from the worlds of music and food to launch ‘Backed By’ – a nationwide initiative offering two members of the public the chance to be backed by Rock and Roll Hall of Fame inductee and music legend Nile Rodgers and culinary innovator Gizzi Erskine.
Launched as a continuation of its new brand campaign: Powerful Backing: Don’t Do Business / Don’t Live Life Without It, ‘Backed By’ celebrates the backing American Express has been giving customers throughout its 168-year history.
In addition to advice and practical support – be that words of encouragement, industry introductions or constructive criticism to help further their musical dreams or foodie business idea – the two winners will have access to a ‘life enriching’ experience provided by American Express.
From spending time in the world-famous Abbey Road Studios alongside Nile Rodgers and joining him on the road, to cooking in the vibrant Mare Street Market kitchens in Hackney alongside Gizzi Erskine, the successful applicants will be given the inspiration and support they need to propel their passion forward.
The PR content-led campaign will be supported through a media partnership with the Huffington Post on a newly created ‘Backed By’ channel on their website.
To be backed by one of these inspirational ambassadors, applicants are invited to submit a portfolio of their work at backedby.co.uk from 12 June 2018.
Caroline Bouvet, vice president of brand and marketing UK, American Express adds: “At American Express we recognise the importance of powerful backing and have a rich heritage championing both new and established talent in the worlds of music and food through our Amex Invites entertainment programme. We are thrilled to be working with Nile Rodgers and Gizzi Erskine on ‘Backed By’ and giving one budding musician and one passionate foodie this once in a lifetime opportunity to learn from the best.”
Nile Rodgers said: “It’s my honour and privilege to be able to back talented people and I enjoy mentoring everyone who works with me. I’ve produced for some of the greatest artists in the world and now I want to offer my support to you!”
Gizzi Erskine said: “The backing I received was invaluable and I am so excited to be paying it forward. As the UK food scene is ever-changing, having a backer is vital and I’m looking forward to having someone else’s back!”
In addition to Backed By, as part of its new brand campaign in the UK, American Express has also created an immersive experience that will be bringing the message of powerful backing to life in London’s EC1.
Popping up in in Exchange Square, beside Liverpool Street Station, the experience runs between Tuesday 12 – Thursday 14 June and is open to the public between 11am – 8pm.
Sound-tracked by DJ and Broadcaster Maya Jama, there are three zones to explore. On your way to work, between meetings or after a long day, enter and take a deep breath to feel restored in the Japanese Forest. Then be energised as you dance your way through the Neon Jungle before getting a power boost in the Inspiration Zone and leave ready to own the day. #AmexLife