Maneskin to Launch American Express Shop Small and SiriusXM Small Stage Series Five-City Tour
Two of the most reputable names in music team up. American Express and SiriusXM have both established themselves as one of the best brands for working with artists and putting on intimate and unique shows, from artists like Lizzo and Harry Styles on the Am Ex side to Def Leppard, Pearl Jam and The Go. -Go’s side SiriusXM side.
Now the two have joined forces for a natural couple. American Express’ Shop Small, in support of independent businesses, and SiriusXM’s Small Stage Series, will present a five-city tour, “The SiriusXM Small Stage Series Presented By American Express.”
The five intimate shows will kick off in New York on July 28 with rising Italian rock stars Maneskin. The other four concerts as part of the coast-to-coast tour will be announced in the coming weeks.
One of the main objectives of the partnership is to attract consumers to local businesses. “Before each performance, the companies curate shopping and dining guides that include recommendations in concert hall neighborhoods,” according to a press release.
I spoke with Marianne Rausch, Vice President, Small Business Saturday & Shop Small, American Express and John Trimble, Director of Advertising Revenue, SXM Media to get both companies’ views on the pairing.
Steve Baltin: What are the commercial objectives of the two brands for this type of partnership?
Marianne Rausch: American Express created Small Business Saturday in 2010 to encourage consumers to buy small after the financial crisis. Since then, the day has turned into a global Shop Small movement throughout the year as we realize that business owners need more regular support. With the increase in summer travel and the continued return of live events, we seek to shine a light on small businesses and encourage consumers – locals and tourists – to shop small while enjoying big artists in small venues. this summer.
John Trimble: Today’s announcement exemplifies the power of uniting the power of music through our SiriusXM Small Stage Series and building support in our local communities. This collaboration with American Express recognizes that small businesses and local communities need support more than ever to help them navigate the many economic challenges they face, and it gives us another way to help unleash the power of live music.
Baltin: What do you both hope this type of activation brings to local businesses?
Rausch: We have seen that consumers are eager for meaningful experiences and that small businesses are ready to welcome shoppers and tourists. We recently conducted our 2022 Small Shops Summer Survey, which found that 85% of small business owners say they expect local businesses to be successful in their community this summer thanks to the return of live events and activities. With that in mind, our goal is to educate consumers about the positive impact they can have when they buy small and encourage them to support local communities on this five-concert tour.
Trimble: As in-person events began to pick up in 2021, we launched SiriusXM’s Small Stage Series to reconnect with our struggling live music partners and give our listeners a chance to reconnect with their favorite artists in intimate venues. We’ve hosted over 22 shows in the past year, and now with American Express on our side, we hope to shine even more of a spotlight on local businesses in every market, including smaller venues, and encourage fans at #shopsmall. In each city where our Small Stage Series show takes place, Am Ex will be offering exclusive cardholder discounts at select local businesses on the day of the show. At each event, fans will receive exclusive freebies and perks directing them to nearby American Express Shop merchants.
Baltin: What does this type of partnership bring to the live music industry that is new, important or has never been done before?
Rausch: This is the first time American Express has taken Shop Small on tour like this with our partners at SiriusXM. Together, we are encouraging consumers at every concert stop, and across the country, to buy small not only at concert venues, but also from other local businesses in the area. With the continued return of live events, we want to increase consumer awareness of all the ways consumers can immerse themselves in the culture of local communities, as we know that 73% of consumers hope to learn about a new small business while attending to an event in a new city. So, in addition to showcasing these iconic venues, we’re also partnering with nearby small businesses to offer eligible cardholders a $30 gift card to local small businesses on the days of each show to help them find this local gem.
Trimble: Consumers feel energized and excited about having meaningful experiences that support their local communities, so the moment when forces come together made perfect sense. Live music is such a passionate touchpoint. We’ve worked with American Express to support these key communities surrounding the venues where our Small Stage Series events take place, encouraging consumers to explore local merchants before and after the show. Small businesses (including small, iconic music venues) are what define the cultural fabric of a community and we want to encourage exploration of all that makes each of these neighborhoods so special.
Baltin: Both brands are very strategic on musical partnerships, so are there hopes for a long-term partnership between the companies?
Rausch: By partnering with SiriusXM, we’re able to expand our reach to new audiences and encourage as many people to get out and shop small in local communities this summer.
Trimble: Fortunately, we have partnered with American Express on strategic advertising for several years. SiriusXM’s Small Stage series is the perfect extension and fits our relationship. Of course, we’re always looking for ways to deepen our partnerships with brands like American Express, where there’s so much shared DNA. This first-to-market program lays the foundation for how we can work together in the future and we are excited to see where we can take it next.