Citi today announced an original content series, “Culinary Beats” in collaboration with Columbia Records and Back Roads Entertainment that explores the relationship between food and music. The six-part series, which debuts today on Yahoo Screen (
), Yahoo’s video site, pairs the country’s best chefs with top music acts and is the latest in Citi’s efforts to engage consumers through unique entertainment access and content. The series was driven by MEC Entertainment and executive produced by Back Roads Entertainment to increase awareness of the new Citi ThankYou Preferred Card’s dining and entertainment benefits.
“This is an exciting partnership for us, bringing together content that appeals to the passion points of our customers – dining and entertainment – on a platform where they are,” said Elyssa Gray, Head of Creative and Media, North America, Citi. “We believe that these collaborative conversations between top chefs and musical acts will bring to life the ThankYou Preferred benefits in an authentic and compelling way.”
Throughout December, new episodes will be introduced on Yahoo Screen, available on web and mobile app for iPad, iPhone or iPod touch (
). Each episode pairs one of the country’s best chefs with a top musical act, and these artists will engage in conversations on their favorite places, culinary dishes and interests. Episode pairings include:
- Michael Angelakos from Passion Pit & Nick Anderer (Maialino)
- Gavin DeGraw & Anita Lo (Anissa)
- DJ Cassidy & Chef Jack (Takahachi)
- The Fray & Joey Campanaro (Little Owl)
- MKTO & Ratha Chaupoly and Ben Daitz (Num Pang)
- St Lucia & Ricardo Zarate (Picca)
Each journey ends at the chef’s restaurant for a personalized cooking demonstration of the chef’s signature dish and an impromptu musical performance. The episodes were taped in locations across New York and Los Angeles, and showcase the diversity of the artists’ experiences.