Banking giant Mastercard has stepped into music with the launch of its first ever music album titled Priceless.
The album was unveiled at the Cannes Lions Festival of Creativity, initially available on Spotify and then on other streaming platforms.
It features 10 songs by 10 artists from around the globe, with each song incorporating the melody of Mastercard’s brand sound.
“Our first ever music album featuring the inspiring, original work of 10 rising artists takes our innovative sonic branding approach to an even higher, unmatched level,” said Raja Rajamannar, Mastercard chief marketing and communications officer and president, Healthcare.
“From Algeria to Australia and Slovenia to Sweden, each of the artists integrated our melody into their songs and created something that we are all truly proud of! We hope others will enjoy these songs as much as we do.”
In making the move, Mastercard underlined its commitment to music fans and emerging talent, collaborating with decorated producer Timbaland’s Beatclub music creator platform, maximising its footprint and bolstering its support for the industry.
As part of the Beatclub collaboration, Mastercard will purchase and provide one-year memberships to the Beatclub platform to hundreds of up-and-coming creators from disenfranchised communities.
“This partnership was a natural fit given Mastercard and Beatclub’s mutual goal of supporting artists and the industry,” said Timbaland.
“Together we’re elevating emerging artists through the power of music and mentorship. Providing platforms, tools, and connections for creators to pursue their passions opens doors for countless artists to break into an industry that is often impenetrable.”
Björn Ulvaeus of ABBA, a Co-Founder of Sessions, a platform empowering music creators and a Beatclub partner, also commented: “Mastercard’s one-of-a-kind album and Beatclub partnership shines a light on supporting emerging artists and creators, which will help these talented performers become recognised on a global scale.”