American Express - Unsigned

Project Overview

American Express approached us looking to source music for an upcoming campaign. But instead of simply licensing a track, we saw a bigger opportunity - one that would give emerging artists the platform they rarely receive.

Unsigned and independent artists often have the talent, but not the access. So we reimagined the campaign into Amex Gold Unsigned - a national talent search built to spotlight new voices and help them break through on a global stage.

Our Approach

We worked with media partners NME and Mixmag to launch a nationwide callout, attracting over 4,000 artists.
From there, we curated a final shortlist and hosted a live performance event - fronted by BBC Radio 1’s Jack Saunders - where artists were evaluated on both their sound and their artistic identity.

The winning act would not only soundtrack the American Express TV campaign - they would become the face of it.

We partnered with a label to release the track globally, secured a main stage slot at Wilderness Festival, and documented the full journey.
The result became “Unsigned” - a documentary now streaming on Amazon Prime.

What We Delivered

• Campaign concept + creative development

• National talent discovery program

• Artist selection + A&R process

• Live final showcase event

• Global record release partnership

• Social + editorial media rollout with NME & Mixmag

• Documentary production for Amazon Prime

Impact

• 4,000+ unsigned artists reached and represented

• Winner Jazzy Martian received £40,000+ in sync royalties

• National & music press coverage across major culture publishers

• Mainstage performance at Wilderness Festival

• Campaign renewed for Season 2 and Season 3 (both on Amazon Prime)

• Recognised by artists as a career-defining platform

This project didn’t just place a song in an advert - it opened the door for emerging artists to be heard, seen, and taken seriously.