Citi, Live Nation Open Grammy Week Sound Vault With Eminem, Dave Matthews, The Roots
Citi has secured Eminem, Dave Matthews, Childish Gambino and The Roots for the second Grammy iteration of its intimate Sound Vault series, presented in conjunction with Live Nation Jan. 24-28 in New York. Thirty Seconds to Mars and The National round out the Citi Sound Vault at Irving Plaza, where Matthews caps five nights of festivity joined by guitarist Tim Reynolds.
In addition to Citi's invited guests, a limited quantity of tickets -- the venue holds 1,025 -- will be made available starting today at 10 a.m. ET to Citi cardmembers who register through Jan. 17 and use their Citi card to complete the purchase through Verified Fan on Jan. 19.
Separately, The Roots will host four nights with friends, Jan. 24-27, at the 500-capacity Gramercy Theater. For the past 10 years, Jimmy Fallon's house band has performed private pre-Grammy shows in Los Angeles, where their bluesy style and surprise guests -- from John Legend to Lenny Kravitz -- have made them a hot ticket. This year, Citi Sound Vault presents The Roots Jam Session will continue to be mainly private, with a very small number of tickets being offered to Citi cardmembers.
"There are a lot of industry events during Grammy week that if you know someone you get to attend, but if you're a fan of music there wasn't a been a place to see your favorite artist, and for the artists coming to town for the Grammys there really hadn't been a place to perform aside from the actual show, so we saw an opportunity and launched this live music platform," Citi Global Consumer CMO Jennifer Breithaupt said.
Citi Sound Vault debuted at the 2017 Grammys with artists like Sting, Beck and the Chainsmokers performing at the Hollywood Palladium, which holds just under 4,000. "It was the most coveted ticket during music's biggest week with the Metallica show selling out in less than one hour and ticket sales surpassing 10,000," Breithaupt said, noting that the event will be Eminem's first return to return to a club-sized venue in quite some time.
The concept was so popular during the 2017 Grammys that Citi and Live Nation took it on the road, adding Eddie Vedder at the Chapel in San Francisco and Mumford & Sons at the United Palace in New York, while Luke Bryan did a show at the Belasco in Los Angeles last month. "In addition to the tens of thousands of arena tickets we sell each year we continue to layer in unique experiences. For fans, seeing their favorite artist in a very small venue is something they'll never forget," Breithaupt said.
Production partner Live Nation helped curate the idea in addition to marketing and booking what he EVP Darin Wolf said is now a sought-after brand. "I have artists calling me all the time asking how to get into Sound Vault," said the Live Nation, adding that his company has "an incredible sponsor team that helps brands unlock the power of music. Stay tuned. We'll be expanding the concept into additional markets with more amazing artists."
Citi and Live Nation, the world's largest producer of live events, have hit it off with collaborations that provide fans with unique music experiences. For the past 10 years the two have teamed on multifaceted sponsorships around the globe, including virtual reality concerts for artists including Imagine Dragons and Lady Antebellum, as well as the Global Citizen Festival.
Starting today at 10am ET, Citi cardmembers who would like to attend the Irving Plaza show can register through January 17 to unlock access to tickets and use their Citi card to complete the ticket purchase via Verified Fan. Only fans that have received a unique code will have the chance to purchase tickets for performances on Friday, January 19th at 10am ET.
Full schedule of events for Citi Sound Vault at Irving Plaza:
• January 24: Thirty Seconds to Mars, 13-time MTV Music Award Winner and 6-time Kerrang! Award Winner, including "Best International Band"
• January 25: The National, 2018 GRAMMY Award Nominee, Best Alternative Music Album
• January 26: Eminem, 15-time GRAMMY Award Winner
• January 27: Childish Gambino, 5-time 2018 GRAMMY Award nominee
• January 28: Dave Matthews & Tim Reynolds, Dave is a GRAMMY Award Winner and has been nominated 14-times; Tim is a multi-instrumentalist, GRAMMY Award nominee known as both a solo artist and as a lead guitarist for Dave Matthew's Band.