Mastercard dropped an album on Spotify featuring ten artists from around the globe. As part of their rebranding effort, dubbed “sonic brand identity,” Mastercard is reaching Gen Z and Millennials through their favorite pastime: listening to music The brand is teaming with BeatClub, founded by Timbaland, to create their “Priceless” album and plans to “provide one-year memberships to the platform for up-and-coming creators from disenfranchised communities.” Producer Niclas Molinder helped find artists from several different countries: the U.K., Lebanon, Sweden, Colombia, Algeria, India, Australia, Slovenia, and the U.S. YPulse research shows brands have been tapping viral TikTok songs and turning them into full campaigns, but in this case with Mastercard releasing an original album, it is up to young listeners to make the content go viral. (Marketing Dive)
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