Marketing Featured Global

Mastercard unveils first-ever music album as part of sonic brand journey

Cannes, France – Global financial services company Mastercard has unveiled its first-ever music album titled ‘Priceless’ at the Cannes Lions 2022 Festival as part of the brand’s ongoing sonic brand journey. The music album features 10 songs by 10 artists from around the globe, and incorporates the recognisable melody of Mastercard’s brand sound.

To produce the music album, Mastercard has partnered with music producer Timbaland and its music creator platform Beatclub. As part of the Beatclub collaboration, Mastercard will purchase and provide one-year memberships to the Beatclub platform to hundreds of up-and-coming creators from disenfranchised communities. 

Raja Rajamannar, chief marketing and communications officer and president of healthcare business at Mastercard, said, “Our first-ever music album featuring the inspiring, original work of 10 rising artists takes our innovative sonic branding approach to an even higher, unmatched level. From Algeria to Australia and Slovenia to Sweden, each of the artists integrated our melody into their songs and created something that we are all truly proud of! We hope others will enjoy these songs as much as we do.”

Mastercard also collaborated closely with executive producer Niclas Molinder to find artists who span a variety of cultures, languages and genres – a core element of the album’s identity. Each artist was tasked with incorporating the brand’s melody into their song, demonstrating how audio branding can be used innovatively.

Meanwhile, Timbaland commented, “This partnership was a natural fit given Mastercard and Beatclub’s mutual goal of supporting artists and the industry. Together we’re elevating emerging artists through the power of music and mentorship. Providing platforms, tools, and connections for creators to pursue their passions opens doors for countless artists to break into an industry that is often impenetrable.”

The full music album is available for streaming on Spotify.