Billie Eilish: The credit card as an entry ticket

The line on Kurfürstendamm is short. And the hall where Billie Eilish will present herself to a select audience is small. The event is organized by credit card provider American Express, which is inviting guests to an exclusive Q&A with the pop singer. This privilege requires a Platinum Card, which costs €720 annually, or a Black Card, which is available by invitation only. Guests are allowed to bring one companion each.

There are 80 fans in the audience: mothers with their teenage daughters, middle-aged men in shirts and sweaters, influencers, and even a few celebrities like actor Jannik Schümann. "I thought there would be a lot more young people here, and not that it would be so diverse," says a young woman to her young companion, who is wearing a Rolex on his wrist.

"As American Express card members, you are the chosen ones," says a presenter shortly before Billie Eilish takes the stage. It's all about customer loyalty and brand loyalty. Wearing oversized jeans and a tracksuit jacket, glasses, and a bandana, Billie finally arrives on stage. Immediate applause! It sounds like a school class clapping after their mandatory visit to the theater: polite, not too loud, and a little uncertain.

The presenter wants to talk about the tour and the latest album. But the global star also wants to engage the fans in the conversation and talk about their favorite songs. They're thinking aloud: some are for "Chihiro," others for "L'amour de ma vie." Billie Eilish taps her foot, tugs at the zipper of her jacket, twirls strands of hair. She seems reserved, approachable, perhaps a little nervous at times. Her hobbies? Nothing unusual. Dancing, swimming, horseback riding, walking the dog. She laughs.

Anyone sitting in the front row would only need to reach out their arm to touch the star. But the fans respect the required distance. However, a young woman holds up a cardboard sign: "Could we get a hug?" When Billie spots it, she stands up and hugs the young woman, who immediately bursts into tears of joy.

After 25 minutes, the Q&A is over. A group of guests prepares for a group photo with the artist, while the others are escorted to a Polaroid photo booth. Even before the first group photo with Billie is taken, the concert hall is transformed into a fashion store. You can buy merchandise from the current tour, as well as a T-shirt exclusively for American Express cardholders for €45.

Finally, snacks are served: avocado, couscous, eggplant. Pink raspberry-flavored mineral water is served. At the exit, a poster is given as a gift: Billie Eilish's silhouette, decorated with the American Express logo. With sweaters, posters, Polaroids, and the feeling that Billie Eilish didn't have to be shared with 17,000 other fans, the visitors go home happy.

But even though the artist will appear to many as a tiny figure on a large stage at the concert the following evening, something is created there that isn't so easily created between a brand logo and merchandise: an emotional connection. Anyone who has ever stood with thousands of people, drenched in sweat, in the sea of ​​lights of a concert hall knows what that's worth.