Company opens sonic brand architecture to global artists for custom curation
LAS VEGAS – January 8, 2020 – 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.
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.
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