Monday, October 10

Katy Perry to Play Intimate Los Angeles Show as Part of Citi Sound Vault Program

The singer will perform at the Theatre at Ace Hotel in Downtown L.A. on Sept. 10.

In partnership with Live Nation, Citi has announced that Katy Perry will be the latest artist to participate in their Citi Sound Vault series. Fresh off her Witness Tour that concludes Tuesday (Aug. 21) in Auckland, New Zealand, Perry will perform at the 1,600-capacity Theatre at Ace Hotel in Downtown Los Angeles.

The intimate show exclusively for Citi ThankYou cardmembers will take place Sept. 10 and mark the 19th concert in the series. The Citi Sound Vault program launched during 2017’s Grammys week and included performances from Sting, Beck, The Chainsmokers and Metallica at the Hollywood Palladium in California.

“To date we have done 18 Sound Vault shows and it is to create a unique opportunity for cardmembers and customers of Citi to see their favorite artist in a small venue,” Jennifer Breithaupt, Citi’s Global Consumer CMO tells Billboard. “For us, it is a continuation of what we do in music by taking it to the next level and creating our own custom series of events.”

Since the series’ debut run of shows, it has hosted the exclusive performances in Los Angeles, New York and San Francisco. The 2018 Grammy week artists included 30 Seconds to Mars, Eminem, The National, Childish Gambino and Dave Matthews and Tim Reynolds. In total, Sound Vault hosted eight shows in 2017 and will hit at least 11 in 2018 with Perry’s Los Angeles date.

“We’ve had a long relationship with Katy dating back to 2014,” Breithaupt says. “Most recently we’ve worked on her Witness Tour in 2017 and 2018 with tour experiences throughout. Last year we featured Katy in one of our Citi ads for one of our card projects, the double cash card. Katy and her dog, Nugget, were in it and the spot run nationally.”

Perry’s Citi Sound Vault performance is a way for fans and cardmembers to see the artist in a venue that is not only unique, but much smaller than the arenas she played throughout her Witness tour.

“We’ve done several shows over the years at the Ace. It’s a wonderful venue. It’s got such a historic feel with a really great nod to music,” Breithaupt explains. “In this particular case, Katy has not played the Ace and she felt that it would be such a different look than what she has been doing on the current tour.”

For more than a decade, Citi has been offering customers access to entertainment through its Private Pass platform which provides presale access and more for cardmembers. With Citi Sound Vault, the company is creating their own content to bring to fans curated music experiences.

“We’re committed to keeping the Citi Sound Vault series going. We are working on some shows that are outside the U.S. and I’m sure you’ll see us in Los Angeles again when the Grammys return,” Breithaupt tells Billboard.

Starting Aug. 21 at 7 a.m. PST until Aug. 31 at 10 p.m. PST, Citi ThankYou cardmembers can register to unlock exclusive access using their Citi ThankYou card. Cardmembers who receive a verification code will have the opportunity to use their Citi ThankYou card to complete the ticket purchase via Ticketmaster’s Verified Fan beginning Sept. 5 at 10 a.m. Pacific.