Visa taps Laufey for APAC campaign, becomes official payment partner for ‘A Matter of Time Tour’

Singapore – Global digital payments company Visa has partnered with two-time Grammy-winning artist Laufey to launch a travel-focused campaign and support her upcoming Asia Pacific concert tour.

As part of the collaboration, Laufey will feature in Visa’s upcoming campaign titled “Be the Traveler You Want to Be,” which aims to celebrate the magic of travel, particularly among Gen Z audiences across the region.

The partnership also sees Visa serve as the official payment partner for Laufey: A Matter of Time Tour, which will run across several Asia Pacific markets. The tour is scheduled to begin on May 12 in Hong Kong and conclude on August 12 in Auckland.

Through the partnership, Visa cardholders will receive exclusive early access to tickets through the Visa Presale on selected ticketing platforms. Visa Infinite cardholders from participating Visa card issuers in selected markets will be given the earliest access to presale tickets.

In addition, Laufey will appear in a series of films on Visa’s brand channels in the coming months, highlighting her experiences and personal connections to destinations across Asia Pacific and around the world. Fans of the singer, known as “Lauvers,” will also be able to access exclusive content featuring the artist on Visa’s official platforms.

Laufey said, “I’m thrilled to be teaming up with Visa for the A Matter of Time Tour, and to showcase the joy of travel across Asia. My songs come straight from my heart and reflect who I am, what I feel, and how I make music. I feel deeply connected to Asia, and this partnership brings me closer to a region that has given me so much and inspired me in so many ways. I can’t wait to be back with my fans across the continent.”

Danielle Jin, senior vice president and chief marketing officer, Asia Pacific at Visa, said, “Laufey is a genuine one-of-a-kind artist who is reinventing jazz for a new generation of fans and music lovers around the world. Her determination to light her own path echoes Visa’s belief that success comes from the power of small steps – it is the daily dedication in chasing our passions that define success. Laufey’s unique brand of music is a cultural force, and Visa is putting fans at the heart of this by enabling seamless and secure payments on our network – allowing them to be the Lauver they want to be.”

Visa said the partnership forms part of its broader strategy to connect consumers with cultural and entertainment experiences, including music, sports, and fashion. The company has also supported musician residencies and fan engagement initiatives aimed at creating closer connections between artists and audiences while facilitating cross-border commerce.