American Express is making a serious effort to connect to GenXers and GenYers. This week AmEx announced it is sponsoring VH1’s Hard Rock Live for the second year. Tonight AmEx will sponsor a free rock concert in New York City’s Central Park to promote the launching of its new Blue card.
Beth Hart will headline this year’s Hard Rock Live. The ten-city nationwide tour, sponsored by JBL, kicks off October 19th at Hard Rock Cafe Los Angeles. All net proceeds will be donated to VH1 Save The Music, a charitable foundation dedicated to rebuilding music programs in public schools. Tour sponsor JBL and promotional partner Gibson U.S.A. will also donate instruments and equipment to elementary schools. The tour will stop at Hard Rock Cafes in the following markets Oct. 19th – Los Angeles, Oct. 21st – Phoenix, Oct. 24th – Dallas, Oct. 28th – Chicago, Nov. 1st – Boston, Nov. 2nd – New York City, Nov. 3rd – Philadelphia, Nov. 4th – Washington D.C., Nov. 9th – Atlanta, Nov. 11th – Miami. Tickets are $12.50 and can be purchased through Ticketmaster, or on day-of-show (only) during operational hours at the respective Hard Rock Cafe. For more information about the television series or the concert tour, visit www.hardrocklive.com.
Eric Clapton, Chrissie Hynde, Sarah McLachlan and Stevie Nicks will join Sheryl Crow for “American Express Brings You Central Park in Blue” tonight at 8pm. This will benefit The Elizabeth Glaser Pediatric AIDS Foundation. The show will be trimulcast on FOX, the SFX Radio Network and the World Wide Web at http//www.blueconcerts.com . Gates will open at 400 p.m. Access to the event will be from East 90th Street and Fifth Avenue only. No one will be admitted without a ticket. The tickets were distributed throughout New York City over the past week. AmEx plans to hold four more Blue concerts between now and the end of this year.