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Mastercard drops first single to expand 'sonic brand architecture'

Mastercard has collaborated with Swedish artist Randle and songwriter and producer Niclas Molinder on the track

Mastercard, the financial brand, has dropped its first record with rising star Nadine Randle as it continues in its mission of using sensory experiences to redefine how people interact with the business.

Last year, the firm unveiled its own 'sonic logo' in the form of a unique melody that plays when customers interact with the brand online or in-store via point of sale sounds.

Speaking to The Drum in December, chief marketing and communications officer Raja Rajamannar said the sound – which has already been adapted for different markets using local instruments – was the inspiration behind an album slated for release in March, created alongside a host of global artists.

Now, the company has collaborated with Swedish artist Randle and songwriter and producer Niclas Molinder to "organically and authentically integrate" its brand values and sonic identity into "a first-ever musical output".

Debuting at CES in Las Vegas on Tuesday (7 January) at an event with iHeartRadio, the result is a song titled Merry Go Round, and will be the first single from the forthcoming album.

According to a press release issued by Mastercard, the tune "tells the story of a new beginning and fresh start" enabled with "'Priceless' possibility".

“Sound is our next frontier for brand expression and a powerful way for us to reach consumers through the passions that connect us all," explained Rajamannar.

"We’re thrilled to be partnering with Nadine on Merry Go Round to integrate the recognisable sonic melody – underscoring the many ways that the branding can be used beyond traditional means."

Merry Go Round will be available for download or streaming and is the first single from the upcoming album, due to launch later in 2020.

Mastercard conducted its own research into how its sonic logo has been performing so far with GfK Global, claiming that 77% of customers believe the sound makes transactions and retail environments "more trustworthy".

As it seeks to build out a “brand DNA” that customers can see, hear and now taste, Rajamanner’s marketing department has been making some bold moves, including launching a pop-up restaurant and removing its name from its logo.

The financial giant also unveiled ‘The First Taste of Priceless’ – a campaign that introduces two bespoke macaron flavours designed to underscore Mastercard’s famed tagline. The signature sweet will be available at events sponsored by Mastercard and “internally baked into the core of its culture".

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