Pharrell Williams teams with credit card company at We Can Survive

Hours before Pharrell Williams closed out Friday’s We Can Survive concert at the Hollywood Bowl, he was onstage moving through an abbreviated run of his set for his sound check.

But it wasn’t just the singer and production crew -- there was an audience of a few dozen fans.

The experience wasn’t a radio promotion or fan club prize. Access to the sound check was a free offer for Citi card members.

Williams is just the latest artist to align himself with the bank to provide exclusive incentives for music-loving card carriers and, in turn, receive a promotional push.

John Legend performed an intimate concert this year for card holders (proceeds went to Teach for America) after Citi sponsored his recent tour and Coldplay anchored a special show at Sony Pictures sound stages.

John Mayer, the Black Keys, Lady Antebellum and Lady Gaga have also teamed with Citi for exclusive offers. American Express and Chase have also wheeled out similar deals for its members.

Although truncated, the singer previewed most of his set, which included solo hits “Happy,” “Come Get It Bae” and “Frontin,’” and smashes he’s produced for others including “Drop It Like It’s Hot,” “Blurred Lines” and “Hollaback Girl,” which featured an appearance from Gwen Stefani during the actual show.

Williams also answered a handful of softball questions culled from Twitter.

The sold-out, CBS Radio-sponsored concert also featured rapid-fire sets from Sia, Paramore, Iggy Azalea (who brought out Jennifer Lopez), Alicia Keys, Ariana Grande, Lady Antebellum and Taylor Swift.

A portion of the ticket proceeds went to organizations dedicated to supporting and educating women and families stricken by breast cancer.

Twitter: @GerrickKennedy