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Music Updated: 18 Dec 2020

BBVA Music Sessions campaign recognized by AVA Digital Awards for second straight year

AVA Digital Awards recently recognized the BBVA Music Sessions for the second consecutive year, highlighting the unique concert series that features rising artists in multiple popular genres. These exclusive BBVA Music Sessions are part of the bank’s multiyear agreement with AEG to create one-of-a-kind opportunities for customers in the form of innovative events, concerts and brand activations.


The campaign’s gold award in the Integrated Marketing category follows its platinum award given to the bank in 2019. The 2019 recognition came just one year after BBVA USA and AEG teamed up to bring the collaborative initiative to multiple markets across the bank’s footprint.

Our collaboration with AEG to create opportunities across the BBVA footprint has been an honor.

“We have accomplished so many things through this music series, the best one being bringing fans an experience they’ll remember for a lifetime,” said BBVA USA Manager of Strategic Partnerships Hugo Lagarda. “To do this and see various successes throughout the past two years has been a true source of pride for BBVA USA. Our collaboration with AEG to create opportunities across the BBVA footprint has been an honor, and we look forward to keeping that success as consistent as it has been.”

BBVA Music Sessions reached eight markets, including Houston, Dallas, San Antonio, Austin, Denver, Birmingham, Fort Worth, and Phoenix. The series executed multiple multimedia concerts and highlighted acts such as MAX, Matt Stell, Wilderado, Gabby Barrett, Iyla, Alec Benjamin, Molly Kate Kestner, Ivory Lane, Victoria La Mala, John Splithoff, Elsa Y Elmar, Stephanie Quayle, and Tyler Rich.

At AEG, we are constantly looking for new and innovative ways to add value.

“The BBVA Music Sessions are a testament to the success of our long-standing relationship with BBVA, a best in class brand that values excellence, outstanding service and commitment to customers just as much as we do,” said Erin Zinser, vice president, partnership activation, AEG Global Partnerships.  “At AEG, we are constantly looking for new and innovative ways to add value to both our fans and brand partners and this one-of-a kind music series has allowed us to do just that. We look forward to our continued collaboration and a bright future ahead with BBVA.”

As in 2019, while some concert attendees were bank clients, the majority of fans were invited through AXS’s network of music aficionados. The concert presented a unique opportunity for fans to experience their favorite artists up close and personal in an intimate setting, activated  through AEG’s ticketing and entertainment platform, AXS.

BBVA created something truly special to reward its customers.

"Witnessing the true connection fans made to the artists at the BBVA Music Sessions was inspiring," said Justin Jimenez, Vice President of AXS Studios. "Then to see the reactions and engagement online echo that same enthusiasm only reinforced that BBVA created something truly special to reward its customers and the communities they serve."

This year’s campaign featured an elevated experience in Houston, where over 6,000 Alec Benjamin and Max fans were treated to a free concert experience.

AVA Digital Awards is an international competition that recognizes excellence by creative professionals responsible for the planning, concept, direction, design and production of digital communication. Work ranges from digital campaigns – to audio and video production – to website development – to social media engagement – to mobile marketing. The competition is judged by the Association of Marketing and Communication Professionals (AMCP), the industry’s preeminent third-party evaluator of creative work.

BBVA Music Sessions is part of a multiyear agreement BBVA USA finalized in November 2017 with the world's leading sports and live entertainment company to create opportunities for customers across the country, including events, concerts and brand activations at some of AEG's key venues. The agreement, brokered by AEG Global Partnerships, is part of the bank's commitment to creating opportunities and positive experiences for clients and the communities it serves.