The news comes on the heels of the company’s recent transition to a symbol brand - one without the company's name - and is part of its continued brand transformation.
“Sound adds a powerful new dimension to our brand identity and a critical component to how people recognise Mastercard today and in the future,” said Raja Rajamannar, Chief Marketing and Communications Officer, Mastercard.
“We set out an ambitious goal to produce the Mastercard melody in a way that’s distinct and authentic, yet adaptable globally and across genres. It is important that our sonic brand not only reinforces our presence, but also resonates seamlessly around the world.”
To ensure the Mastercard melody would resonate with people the world over, Mastercard tapped musicians, artists and agencies from across the globe, including musical innovator Mike Shinoda of Linkin Park.
The result is a distinct melody that maintains a consistent global brand voice. In addition, the use of varying instruments and tempos help to deliver the Mastercard melody in several unique styles such as operatic, cinematic and playful and that is open to a number of regional interpretations.
The Mastercard melody is the foundation of the company’s sound architecture and will extend to many assets, from musical scores, sound logos and ringtones, to hold music and point-of-sale acceptance sounds.
“What I love most about the Mastercard melody, is just how flexible and adaptable it is across genres and cultures,” said Shinoda.
“It’s great to see a big brand expressing themselves through music to strengthen their connection with people.”
With voice shopping set to hit US$40 billion by 2022 , according to data from OC&C Strategy Consultants, audio identities are set to connect brands with consumers on a new dimension.
"Audio makes people feel things, and that's what makes it such a powerful medium for brands, said Matt Lieber, Cofounder and President, Gimlet.
“With the explosion of podcasts, music streaming, and smart speakers, an audio strategy is no longer a nice-to-have for brands — it’s a necessity. A sonic identity — the audio calling card for a brand — is now just as important as a brand’s visual identity.”
In the lead up to the 61st GRAMMY Awards (February 10 US time), Mastercard will launch a new multichannel marketing programme starring GRAMMY-nominated artist Camila Cabello, which will be the first creative output to feature the brand’s sound logo.
Following the US introduction, the Mastercard sound will head to The BRIT Awards in London, UK and then Mobile World Congress in Barcelona, Spain. Additional activations and sonic integrations will be announced around the world in the coming months.
Explore:
Watch the Mastercard video featuring the Mastercard sound (after 1.03) and another elaborating on the Mastercard sound
To hear how a corporate melody can be adapted, watch HSBC videos featuring the HSBC sound - the Mindfulness edit, the Connected edit, the Inspiration edit, the Stadium edit, and the Orchestral edit
