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Mastercard unveils music single featuring its sonic brand

January 08, 2020 / Finextra
SHARESHARESHARE

The line between art and commerce blurs ever further, with Mastercard teaming up with Swedish singer Nadine Randle on a song that integrates the payment giant's 'sonic brand'. Mastercard unveiled its sonic brand identity, scored with the help of of Mike Shinoda of US rock band Linkin Park, a year ago. The move was part of a rebrand that also saw Mastercard drop its name from its logo and look to reinforce its identity in ways more suitable for the digital age. In the latest step, the card giant is working with songwriter and producer Niclas Molinder to use the jingle in songs. First up is the effort to "authentically integrate the company’s brand values and sonic identity" into the Randle track Merry Go Round.