Mastercard has released its first-ever sonic-integrated music single aiming to redefine how people interact and recall the brand.
For the song drop, Mastercard collaborated with Swedish artist Nadine Randle to intergrate the company’s brand values and sonic identity into its first musical output.
The single, titled “Merry Go Round”, will debut at Live @ CES, an event in partnership with iHeartRadio on January 8. It aims to tell the story of a new beginning and a fresh start.
Raja Rajamannar, Mastercard CMO, said: “Sound is our next frontier for brand expression and a powerful way for us to reach consumers through the passions that connect us all. We’re thrilled to be partnering with Nadine on ‘Merry Go Round’ to integrate the recognisable sonic melody – underscoring the many ways that the branding can be used beyond traditional means.”
Mastercard’s new single is available to stream in the RADIO.com app, on YouTube and to download on various music streaming services.
Mastercard’s new Sonic Brand launched in 2019 to build on the Mastercard sound architecture and bring new purpose to the brand. To do this, the payment giant partnered with songwriter and producer Niclas Molinder to engage with up and coming global artists.
According to Mastercard, the company’s sonic melody is a critical component to how people recognise Mastercard today and in the future.
In December 2019, Mastercard added its sonic brand melody into Android-based PoS devices that play the melody upon successful completion of a card transaction.
The aim was to offer users and merchants additional confidence that the payment has been carried out safely.
Today, the sonic melody is integrated at more than 7.6 million payment points worldwide. Furthermore, research from Mastercard and GfK Global suggests 77% believe the Mastercard sonic sound made the transaction and retail environment more trustworthy.