For Citigroup's Ralph Andretta, attending concerts is serious business.

Andretta is in charge of revitalizing the bank's Private Pass, a longstanding rewards program that organizes special events and tickets for Citigroup (NYSE:C) credit and debit card customers. The bank ramped up its marketing for the program this fall, blanketing television channels with a near-ubiquitous commercial and this month organizing a customers-only Alicia Keys concert at New York City's Lincoln Center.

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