Fans of brandspeak will find much to enjoy in financial firm Mastercard’s latest press release. In a nutshell, the company has commissioned and released its first music single, a track called ‘Merry Go Round’ by Swedish artist Nadine Randle. But as the company prefers to put it: “Mastercard is redefining how people interact and recall the brand with the drop of its first-ever sonic-integrated music single”.
It’s working with Session founder Niclas Molinder to get artists to “build upon the Mastercard sound architecture to curate an auditory experience that brings new meaning and purpose to the brand”. And ‘Merry Go Round’, which integrates Mastercard’s existing brand jingle, “tells the story of a new beginning and fresh start enabled with Priceless possibility”.
The new track will be shown off at the CES show in Las Vegas today at an event co-hosted with iHeartRadio, ahead of its debut on streaming services.