Dive Brief: 

• Citi is expanding its ThankYou Preferred card campaign by sponsoring a new music web series, HuffPost Live Music. 
• HuffPost Live has created branded content for several other companies like Verizon, Cadillac, and Warner Bros. since its launch last year. 
• The series will include eight emerging artists and is the natural evolution of HuffPost Live's popular interviews with musicians like Big Time Rush and 30 Seconds to Mars. 

Dive Insight: 

This partnership is a perfect example of merging popular topics that viewers want with the relevant sponsorship of a brand. Brands or publishers struggling to come up with branded content that works should take note of this deal with Citi and Huffington Post.