'Merry Go Round' is the first release from a forthcoming album created by the credit card company.
On Wednesday (Jan. 8), credit card company Mastercard unveiled its first-ever branded music single, a collaboration with Swedish artist Nadine Randle. The release of the song, entitled “Merry Go Round,” ties in with Mastercard’s recently-announced “sonic brand,” a six-note jingle that plays when users make a transaction with one of the company’s cards.
According to a press release, the song -- which was first played at today’s Live @ CES event in Las Vegas, in partnership with iHeartRadio -- “authentically integrate[s] the company’s brand values and sonic identity.”
“Sound is our next frontier for brand expression and a powerful way for us to reach consumers through the passions that connect us all,” said Mastercard chief marketing and communications officer Raja Rajamannar in a statement. “We’re thrilled to be partnering with Nadine on ‘Merry Go Round’ to integrate the recognizable sonic melody -- underscoring the many ways that the branding can be used beyond traditional means.”