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Mastercard unveils music single featuring its sonic brand

Mastercard unveils music single featuring its sonic brand

The line between art and commerce blurs ever further, with Mastercard teaming up with Swedish singer Nadine Randle on a song that integrates the payment giant's 'sonic brand'.

Mastercard unveiled its sonic brand identity, scored with the help of of Mike Shinoda of US rock band Linkin Park, a year ago.

The move was part of a rebrand that also saw Mastercard drop its name from its logo and look to reinforce its identity in ways more suitable for the digital age.

In the latest step, the card giant is working with songwriter and producer Niclas Molinder to use the jingle in songs.

First up is the effort to "authentically integrate the company’s brand values and sonic identity" into the Randle track Merry Go Round.

"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," says the singer.

Mastercard chief marketing and communications officer Raja Rajamannar adds: "Sound is our next frontier for brand expression and a powerful way for us to reach consumers through the passions that connect us all."

Comments: (2)

Hitesh Thakkar
Hitesh Thakkar - SME - Fintech startups (APAC and Africa) - India 08 January, 2020, 11:04Be the first to give this comment the thumbs up 0 likes

MasterCard in India has also started with Brand Ambessdors as Duo - One from Bollywood - Film/Entertainment and Another from Sports promoting Card, TAP and POS services.

They need to give some answer to VISA's promotion.

Robin Setty
Robin Setty - ACI Worldwide (EMEA) Limited - Watford 09 January, 2020, 11:30Be the first to give this comment the thumbs up 0 likes

Never let it be said that the card schemes don't embrace technology....this time in the shape of copious amounts of 'auto-tune'.  ;-)