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Keeping a creative vision alive while managing the financial and logistical demands of tours, marketing, and production can be overwhelming for artists without the backing of brands.

Naysla Edwards, AMEX's vice president of ICS marketing, believes that brand partnerships with artists should be about more than mere branding or sponsorship—they should be about enabling artists to “do what they do best.”

Naysla explained that AMEX’s involvement is designed to be low-intervention, allowing artists like Young Franco to remain authentically themselves while still receiving the backing they need to thrive.

“When we partner with artists, we’re supporting them to succeed in how they see fit,” she said, speaking on a panel at Unmade’s Unlock conference last week.

She highlighted that AMEX’s goal is to help artists “feel they can do it their way, in the way that they want.”

AMEX’s partnership with music producer Young Franco has allowed him to focus squarely on making art, instead of worrying about organising or financing tours.

“I can just focus on the music,” Young Franco said. “It allows me to just go out there and create.”

This freedom extends beyond the stage, enabling Franco to produce and experiment without the burden of balancing every element of his career alone.

Brand partnerships can also be a powerful force for elevating an artist’s reach. With AMEX’s resources and reputation, Young Franco has gained visibility, reaching audiences beyond his core fan base.

“It’s not just about putting the AMEX name on something, it’s about creating an experience for both the artist and the audience,” she noted.

Naysla acknowledges that this arrangement is mutually beneficial: the artist expands their audience, and the brand strengthens its connection to the music scene. This synergy is essential to Edwards’ vision of AMEX’s role in the industry.

She described this as a “win-win situation”: artists can focus on what they love while the brand gains relevance and cultural capital among the fans that follow these performers.

Beyond individual partnerships, brand partnerships in the music industry have broader implications, especially for emerging artists. Brands’ support can democratise access to resources that were once out of reach for anyone without a major label deal.

Naysla envisions a future in which brands play a consistent but subtle role in supporting the music scene, offering resources and networks without overshadowing artists’ unique voices. “We want artists to feel that they’re not doing this alone,” she said, positioning AMEX as a reliable ally rather than a commercial overseer.

This philosophy, Naysla believes, has the potential to inspire a new generation of artists and audiences alike, creating a vibrant culture that values authenticity over corporate branding.

As brands like AMEX continue to champion artists by providing financial and logistical support, they are helping shape a sustainable model for the music industry. For Young Franco, this model means peace of mind and artistic freedom.

“It’s a huge weight lifted off my shoulders,” he says, and with AMEX handling the backend, he can focus on creating unforgettable performances.

Naysla said the partnership is just the beginning of a larger movement toward respectful, empowering brand support in the arts.

“At the end of the day, it’s about letting artists do what they do best, and being there to support them along the way.”