The Coldplay concert now live from Madrid (4:00 p.m. EDT today), is part of a series of major live concert series streamed on Vevo and sponsored by American Express.

To understand the value of the unique live programming and the opportunity it provides to American Express, we spoke with Scott Reich who is head of original programming at Vevo.

We originally published this video in June as part of a series produced for Digitas as a sponsored video. Digitas is the digital ad agency for American Express.

Andy Plesser