Emerging artist Asha Imuno and expert mentor Este Haim join the
Mastercard Artist Accelerator
Extending its footprint in the music space, Mastercard has
unveiled the second season of its Artist Accelerator program. This
year's Accelerator is tailored to meet the surging demand for live
music seen in 2023. A new partnership with OnesToWatch, a global
music discovery platform for emerging artists of all genres, will
unlock incredible new experiences for artists, fans and mentors
alike.
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the full release here:
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Rising stars take the stage, and fans find their next
favorite artist
Beginning in April, Mastercard, in partnership with OnesToWatch,
will launch a live touring series where artists will benefit from
opportunities including live performances, mentorship from industry
experts such as Este Haim from well-known sister trio HAIM, and
educational bootcamps on technologies like Web3 and Generative AI.
Participants will hone their skills for merchandizing, marketing
and promoting themselves in digital and physical spaces, mastering
emerging technologies to create, collaborate, and monetize their
work as they grow their fan bases.
“Having a successful career in today's dynamic music industry
demands an entrepreneurial mindset. From the screen to the stage,
the second season of the Mastercard Artist Accelerator is designed
to help artists thrive in this dynamic digital era,” said
Mastercard Chief Marketing and Communications Officer Raja
Rajamannar. “Through programs like the Accelerator, brands can
unite passion and purpose to lift artists up—as we enrich the fan
experience.”
With 84% of live music fans wishing there were better ways to
discover new artists1, OnesToWatch meets the rising demand,
bringing more of tomorrow’s biggest stars to concert stages than
any other emerging artist platform in the industry. Through the
partnership, Mastercard will empower artists onstage and off,
fueling their growth and success in the live music industry while
helping fans discover their next favorite artist.
“OnesToWatch is a proven launchpad for the next wave of talent.
We’ve helped propel icons like Lewis Capaldi, Tate McRae, the
Marias, Conan Gray, and Ashe onto the global stage," said David
O'Connor, Founder of OnesToWatch. “Together with Mastercard, we’re
giving artists opportunities, tools and the guidance they will need
to build a sustainable and successful career. At OnesToWatch, there
is nothing that fills us up more than championing and fostering the
growth of young artists, paving the way for them to become the
headliners of the future."
The first artist to join the second season of the Artist
Accelerator is Asha Imuno, a 22-year-old artist, producer and
songwriter from California, who takes pride in his unique sound
that blends nostalgic influences from classic Hip-Hop and R&B
with a refreshing take on new age Soul and Funk. Asha will be
performing with Mastercard at the Fast Company Grill on Sunday,
March 10, at 5:00 p.m. in Austin, Texas, as part of the magazine's
11th annual event.
Fans eager to follow the journey can collect the second season
limited-edition Mastercard Music Pass NFT. When claimed, the Music
Pass gives fans access to exclusive content and experiences
throughout the year, including concerts for select pass holders,
behind-the-scenes content and the opportunity to engage with
Mastercard’s Pass to Priceless platform. The Mastercard Music Pass
will drop in the coming weeks.
Continuing our connection with season one Artist Accelerator
participants
The 2024 Mastercard Artist Accelerator builds upon the success
of its inaugural season, which empowered five artists to forge
their own paths in the digital economy and brought more than
100,000 Music Pass holders on the journey. Through mentorship,
digital education, and strategic opportunities, Mastercard
continues to support these artists as they navigate their
careers.
Earlier this year, Mastercard invited Cocoa Sarai, a previous
participant, to speak and perform at the Mastercard GRAMMY House.
During the event, she reflected on the impact of the program and
the importance of learning how to use tools like Generative AI to
enhance her music: "My experience with the program was refreshing,
fun, and informative. As an independent artist, it's not easy to
have access to experts in the field and learn how to use tools like
GenAI to bring our music to the next level. We became a unique
community of people who have a passion for music."
Mastercard is a long-time supporter of the music industry,
artists and fans, continuing to build on its partnerships with the
GRAMMY Awards®, Latin GRAMMY Awards® and The BRIT Awards, and
forging new partnerships to bring exclusive live music benefits and
experiences to select cardholders around the world. The brand even
launched its album, “Priceless,” through an innovative
collaboration centered on mentoring rising artists. With the
brand’s track record in the music space, coupled with its expertise
for building strong networks in the digital economy, season two of
the Mastercard Artist Accelerator will give emerging artists the
tools and capabilities they need to thrive in this tech-driven
era.
Sign up on Pass to Priceless to get notified about the drop of
the Mastercard Music Pass, so fans can get involved. For additional
information about the program, please visit
mastercard.com/artistaccelerator.
About Mastercard (NYSE: MA) www.mastercard.com
Mastercard is a global technology company in the payments
industry. Our mission is to connect and power an inclusive, digital
economy that benefits everyone, everywhere by making transactions
safe, simple, smart and accessible. Using secure data and networks,
partnerships and passion, our innovations and solutions help
individuals, financial institutions, governments and businesses
realize their greatest potential. With connections across more than
210 countries and territories, we are building a sustainable world
that unlocks priceless possibilities for all.
1 Source: EBCO x Live Nation Custom Survey
Nov ‘23
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version on businesswire.com: https://www.businesswire.com/news/home/20240307110150/en/
kaitlyn.braun@mastercard.com / 914-336-7321
MasterCard (NYSE:MA)
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