Can Releasing An Album Enhance A Brand’s Value? Mastercard’s About To Find Out

Can Releasing An Album Enhance A Brand’s Value? Mastercard’s About To Find Out

The Mastercard logo seen displayed on a smartphone No longer a nascent phenomenon, sonic branding continues to gain ground as a foundational strategy for companies from McDonald's to Apple AAPL to Coca-Cola that seek to amplify their relationship with consumers. Now Mastercard MA is turning things up a notch with the release of an album whose 10 songs each incorporate the melody of its sound ID. Priceless debuts this week on Spotify with the blessing—and street cred—of super-producer Timbaland, whose music creator platform Beatclub worked with the payments company on the project. Mastercard also collaborated with producer Niclas Molinder to enlist artists who represent a gamut of cultures, genres and languages. It's the latest audio move for the company, which launched its sonic brand in 2019 and has been a vocal proponent of the role of sound in enhancing a brand's value. Among recent moves, Mastercard released a single in 2020 based on its sonic logo, engaged music as a core component of its TikTok presence and has worked with artists including Jennifer Hudson and SZA for ad campaigns. "People are engaging more with audio through wearables, IoT. By subtly integrating our sonic DNA into music that consumers enjoy, we