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.
"The uniquely flexible sonic melody adds a dynamic dimension to ‘Merry Go Round’ that conveys both passion and optimism - two key tenets of Mastercard’s identity, and important takeaways from the song itself," says the singer.
Mastercard chief marketing and communications officer Raja Rajamannar adds: "Sound is our next frontier for brand expression and a powerful way for us to reach consumers through the passions that connect us all."