Mastercard Unveils its First-Ever Music Single, Delivering Latest Evolution of its Sonic Brand Identity for the Next Decade
January 07 2020 - 12:30PM
Business Wire
Company opens sonic brand architecture to
global artists for custom curation
Built on trust and passion,
Mastercard is redefining how people interact and recall the
brand with the drop of its first-ever sonic-integrated music
single. As experiences increasingly define the brand in the eyes of
the consumer, Mastercard is designing consumer journeys that cater
to the senses and reinforce the brand in new and differentiated
ways.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20200107005927/en/
Mastercard is collaborating with songwriter and producer Niclas
Molinder to engage with up and coming global artists. Together,
they will commission them to build upon the Mastercard sound
architecture to curate an auditory experience that brings new
meaning and purpose to the brand. Introduced in 2019, the company’s
sonic melody is a critical component to how people recognize
Mastercard today and in the future and was derived with a
flexibility that enables it to live across musical genres and
cultures while also maintaining familiarity.
For its first song drop, Mastercard is engaging with Swedish
artist Nadine Randle to organically and authentically integrate the
company’s brand values and sonic identity into a first-ever musical
output. Debuting at Live @ CES, an event in partnership with
iHeartRadio on January 8, the single, titled “Merry Go Round,”
tells the story of a new beginning and fresh start enabled with
Priceless possibility.
“Sound is our next frontier for brand expression and a powerful
way for us to reach consumers through the passions that connect us
all. We’re thrilled to be partnering with Nadine on ‘Merry Go
Round’ to integrate the recognizable sonic melody – underscoring
the many ways that the branding can be used beyond traditional
means,” said Mastercard chief marketing and communications officer
Raja Rajamannar.
Mastercard has reimagined how sound can manifest as a brand
expression, while also serving as an audio reinforcement of payment
security and authenticity – to drive consumers’ peace of mind in a
retail setting, today the sonic melody is integrated at more than
7.6 million payment points worldwide. According to research
conducted by Mastercard and GfK Global, seventy-seven percent
believe the Mastercard sonic sound made the transaction and retail
environment more trustworthy.
You can stream “Merry Go Round” via RADIO.com and download soon
after on your favorite music streaming services. “Merry Go Round”
is the first single for an upcoming album released by Mastercard
integrating sonic, due to launch later in 2020.
QUOTE SHEET
“We are passionate about music and the energy, excitement and
deep connection it brings to listeners. Mastercard’s bold emphasis
on music, from the launch of sonic last year to its continued
evolution with the launch of its first-ever single and forthcoming
album, is exciting to see. As a part of our shared ethos in
identifying the ways to best reach the consumer, we’re pleased to
build upon our relationship with Mastercard at Live @ CES.” – Tom
Poleman, Chief Programming Officer for iHeartMedia.
“The launch of this sonic-integrated song project is
one-of-a-kind and signals the way that music and consumer
consumption is changing. The recognizable sonic sound architecture
has an incredible way of transcending genres and geographies, while
continually evoking excitement through its expressive melody. It’s
a pleasure to work with Mastercard on this exciting project and I’m
looking forward to more song releases soon.” – Niclas Molinder,
songwriter, producer, and founder of Session (formerly Auddly).
“I’m thrilled to be collaborating with Mastercard on its
first-ever single. The uniquely flexible sonic melody adds a
dynamic dimension to ‘Merry Go Round’ that conveys both passion and
optimism – two key tenets of Mastercard’s identity, and important
takeaways from the song itself.” – Nadine Randle, singer and
songwriter.
About Mastercard
Mastercard (NYSE: MA), www.mastercard.com, is a technology
company in the global payments industry. Our global payments
processing network connects consumers, financial institutions,
merchants, governments and businesses in more than 210 countries
and territories. Mastercard products and solutions make everyday
commerce activities – such as shopping, traveling, running a
business and managing finances – easier, more secure and more
efficient for everyone. Follow us on Twitter @MastercardNews, join
the discussion on the Beyond the Transaction Blog and subscribe for
the latest news on the Engagement Bureau.
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version on businesswire.com: https://www.businesswire.com/news/home/20200107005927/en/
Mastercard Media: Sarah Ely Sarah.Ely@mastercard.com
914.249.6714
Biz Cozine Elizabeth.Cozine@mastercard.com 914.249.2707
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