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The target demographic is younger adults and teens (you can read more details about ZYNC in this article). Therefore, it was a great opportunity to promote a charge card aimed at young people who have enough expendable income to pay for concerts. Since the concert was to benefit AIDS, YouTube and VEVO live-streamed the entire set of The National.

In addition to having the AMEX and ZYNC logos plastered everywhere, there were also people handing out business-sized cards with a download code to get a free MP3 and Video download from the show.
There was a general atmosphere of altruism at the show and AMEX definitely played a part in it. He holds a Bachelor of Science in Communication and a Bachelor of Arts in Psychology from Boston University.

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