Indonesia – Mastercard has launched its ‘Artist Accelerator SEA’ programme in partnership with TikTok’s SoundOn, bringing its global music talent development platform to Southeast Asia for the first time through Indonesia and Thailand.
The programme aims to support emerging artists in the two markets through a structured development initiative that combines mentorship, digital music education, live performance opportunities, and fan engagement activities.
Designed for Southeast Asia’s growing creator economy, Artist Accelerator SEA seeks to help local musicians build sustainable careers by providing access to industry expertise, tools, and platforms that can strengthen their visibility and audience reach.
The launch comes amid growing demand for local music across the region, with homegrown artists increasingly gaining traction on streaming and social platforms. Mastercard said the programme is intended to support the development of local music ecosystems, beginning with Indonesia and Thailand, with plans to expand to additional Southeast Asian markets later this year.
“Across Southeast Asia, music is more than something people listen to—it’s how they express who they are and what they care about,” said Dheeraj Raina, Senior Vice President, Head of Marketing & Communications, Southeast Asia, at Mastercard.
He added, “Local artists are at the heart of this cultural movement, yet many still face barriers to turning talent into sustainable careers. With Mastercard Artist Accelerator SEA, we’re creating what matters most: bringing fans closer to the artists they love, creating exclusive, priceless experiences for our cardholders, and giving creators the mentorship, tools and platforms they need to thrive. By doing so, we’re helping Southeast Asia’s creative economy grow—one artist, one fan and one meaningful connection at a time.”
Participating artists will undergo a curated development journey featuring guidance from industry professionals and opportunities to perform before wider audiences. The programme will also offer Mastercard cardholders access to selected artist experiences through participating issuers and partners.
Artists selected as winners in Indonesia and Thailand will receive further support beyond the programme, including initiatives aimed at increasing the visibility of their music and strengthening audience engagement.
The programme will be accompanied by a regional content campaign across TikTok and other social platforms, documenting artists’ progress throughout the initiative and highlighting key milestones along their development journey.
“SoundOn is committed to helping artists at all stages of their careers turn creative momentum into long-term success, and we’re excited to partner with Mastercard to support the next generation of talent in Southeast Asia,” said Tom Chou, Head of SoundOn, Southeast Asia.
He continued, “Through this programme, artists will have the opportunity to connect with TikTok’s global music-loving community, grow their fanbase and share their stories in authentic and meaningful ways. We’ve seen firsthand how powerful community and discovery can be in helping artists break through, and we’re proud to help create more opportunities for local talent across Indonesia and Thailand.”
