Mastercard launches Afrobeat and Amapiano Sonic anthems to deepen cultural connection across Africa
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.
Mastercard's 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 acclaimed Nigerian producer who participated in the 2024 season of the Mastercard Artist Accelerator, demonstrating the program's impact in elevating local voices to global stages. The Accelerator supported emerging artists and creators with mentorship, digital tools, funding and platforms to grow their brands and amplify their impact globally.
'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,' said Ahmed Abdel-Karim Hussein, Executive Vice President, Integrated Marketing & Communications, Eastern Europe, Middle East & Africa, Mastercard.
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