New Mastercard Sonic Brand Uses Afrobeat And Amapiano To Boost Emotional Connection And Innovation

Research by Kantar on sonic branding has revealed that it is a powerful marketing tool, enabling brands to achieve a 76% increase in brand power, a 138% boost in advertising effectiveness and a 17% lift in ad recall. It reinforces Mastercard's positioning from a payments brand to a culturally resonant brand embedded in people's everyday lives, says Mastercard.

Mastercard says its Africa anthems are crafted to connect with the continent's young, music-loving audiences. Reinforcing Mastercard's commitment to creativity and youth empowerment, the Afrobeat anthem was produced by LeriQ, the Nigerian producer who participated in the 2024 season of the Mastercard Artist Accelerator. 

"We're excited to bring our sonic brand to life in a way that's uniquely African. Afrobeats and Amapiano are not just musical genres; they are cultural movements. By collaborating with incredible talent like Mayorkun and Sho Madjozi, we're creating a sound that connects emotionally with consumers while reinforcing trust and innovation in every transaction," says Ahmed Abdel-Karim Hussein, Executive Vice President, Integrated Marketing and Communications, Eastern Europe, Middle East and Africa, Mastercard.

The Amapiano anthem is produced by South African Gemini Major and performed by rap artist Sho Madjozi alongside popular artists Mthunzi and Sfundo Ndimande, who deliver a track that radiates optimism. The performance emulates Mastercard's progressive approach to digital payments and youth engagement across the continent, says the brand. 

The Afrobeat anthem, produced by LeriQ and performed by singer and songwriter Mayorkun, captures Mastercard's passion with energetic rhythms and lyrics. Mayorkun brings his signature blend of Afro-pop and R&B sound to the anthem, creating a dynamic and upbeat soundtrack, adds the brand. 

"Having been part of the Mastercard Artist Accelerator, it's exciting to continue the journey by collaborating with Mayorkun on this vibrant track. I am proud to keep representing Africa on the global stage through this Mastercard project," says LeriQ.

Madjozi adds, "Collaborating with talented local artists and producers to fuse Mastercard's sonic identity into a fresh Amapiano anthem was both fun and meaningful. The result is a track full of energy, rooted in the vibrant spirit of South Africa."

Mastercard concludes the sonic anthems will launch with accompanying music videos and a TikTok dance challenge. 

For more information, visit www.mastercard.co.za. You can also follow Mastercard on Facebook, LinkedIn, or on X.

*Image courtesy of contributor