"Happy" crooner Pharrell Williams and veteran filmmaker Spike Lee want your smiling face to shine onstage at Pharrell "s upcoming New York City concert at the Apollo Theater.
Fans who submit photos now until June 2 will see their faces plastered on big screens in mosaic form (see below) during the show "s Lee-directed live stream on YouTube and Vevo on June 3 at 9 p.m. ET. And if enough viewers tweet reactions to the concert using #AmexUnstaged, they will unlock online-only access to Pharrell "s post-show antics.
The digitally infused live stream is part of the American Express Unstaged concert series, which since 2010 has paired 14 artists (Pharrell included) with well-known directors: Kenny Cheseny with Jonathan Demme, Usher with Hamish Hamilton, Jack White with Gary Oldman, The Killers with Werner Herzog, Vampire Weekend with Steve Buscemi and more.
For Pharrell "s outing, people can also request an autographed photo by retweeting a message American Express sends on show day. In return, the "Get Lucky" singer "s autograph will be sent to those retweeters on June 5.
These Unstaged concerts often employ Twitter or some form of social media. Kenny Chesney, for example, determined whether the live-stream viewers and the audience in front of him deserved an encore based on the number of tweets viewers sent during his beach-side concert. Chesney ended up playing a a nine-song encore.
For Usher "s Unstaged concert, people uploaded digital avatars of themselves for a chance to be virtual backup dancers. And for Jack White "s show, fans were tasked with creating a digital mosaic by sending in photos of their faces, just like Pharrell is doing for his concert.
Lee, who recently teamed up with Eminem on a touching music video on Mother "s Day music video, previously partnered with "All of Me" singer John Legend for an Unstaged concert.
“As a filmmaker, the American Express Unstaged platform is really a great vehicle that enables digital innovation and will help share our creative vision with a global audience,” Lee told Mashable."