French Montana performed at iHeartRadio’s “Live @ CES” at Drai's Nightclub at The Cromwell in Las Vegas Wednesday night (Jan. 8). The exclusive event was co-hosted by Mastercard, which unveiled its first-ever branded music single, a collaboration with Swedish artist Nadine Randle, who also performed at the event.
“Live @ CES” was hosted by Richard Bressler, President, COO and CFO of iHeartMedia; John Sykes, President of Entertainment Enterprises of iHeartMedia; and Raj Rajamannar, CMO of Mastercard. The event brought together influential decision makers and thought leaders in the media business including brand, agency, media, emerging technology, and financial executives. Guest attendees included Paris Hilton and Flavor Flav as well as business leaders and advertising partners.
The branded single, “Merry Go Round,” is an extension of Mastercard’s sonic brand, a six-note jingle that plays when users make a transaction with a company card.
“We are passionate about music and the energy, excitement and deep connection it brings to listeners,” Tom Poleman, Chief Programming Officer for iHeartMedia said in a release.
“Mastercard’s bold emphasis on music, from the launch of sonic last year to its continued evolution with the launch of its first-ever single and forthcoming album, is exciting to see. As a part of our shared ethos in identifying the ways to best reach the consumer, we’re pleased to build upon our relationship with Mastercard at Live @ CES.”
“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,” Rajamannar added. “Merry Go Round” is the first single for an upcoming album released by Mastercard integrating the sonic brand, due to launch later in 2020. You can hear “Merry Go Round” HERE.
The original sonic brand was announced in February 2019 with Mastercard enlisting the services of musicians, artists and agencies from across the globe, including Mike Shinoda of Linkin Park. Mastercard says the sonic melody is integrated at more than 7.6 million payment points worldwide. According to research conducted by Mastercard and GfK Global, 77% believe the Mastercard sonic sound made the transaction and retail environment more trustworthy.