Citi has put music at the center of its attempts to win a place in the hearts (and wallets) of consumers.

“We will do over 8,000 events this year in music,” Jennifer Breithaupt, Citi’s global consumer chief marketing officer, explained. “We work with over 1,500 artists.”

That heft in entertainment options and connections often can deliver special perks for Citi customers, such as offering pre-sale and preferred tickets for performances by artists like Madonna, Mariah Carey, and Miranda Lambert. More broadly, the financial-services giant boasts high-profile partnerships with events that range from the Global Citizen Festival and Outlaw Music Festival to the Governors Ball Music Festival.

Beyond the cultural cachet that results from these tie-ups, Breithaupt has injected a clear sense of purpose into the brand’s music-led endeavors. How? By expanding Citi’s participation in “#SeeHer” – an effort spearheaded by the Association of National Advertisers (ANA), the trade body, and The Female Quotient, an organization that advocates for workplace equality, to increase accurate portrayals of women and girls in ads and media.