American Express has just launched a video streaming app for Fire TV called AMEX Now. It includes content from Vanity Fair, Travel + Leisure, Food & Wine, and videos from the Tribeca Film Festival and Seed&Spark. To kick off the launch, Pharell Williams and his ridiculous hat will be performing at the Apollo and a live stream will be available through the AMEX Now app starting at 9:00 PM EST tonight. The concert is being directed by Spike Lee, so it's bound to be interesting.

It's interesting to see AMEX making an app for content consumption rather than mobile payments, but considering how many events they sponsor, there's likely a deluge of content they could show off through AMEX Now. Just expect to get asked to sign up for a credit card at some point while using it.

Anyone with an Amazon Fire TV can download the app here. How many of you guys are Pharell fans? What are your favorite video apps, Fire TV owners?

This post may contain affiliate links. See our disclosure policy for more details.