Mastercard has unveiled two new sonic anthems tailored for African audiences, marking a bold expansion of its global sonic brand in a region where music is a powerful cultural currency. The anthems, “Wami” in the Afrobeat genre and “Amazwe” in Amapiano, feature Nigerian pop star Mayorkun and South African icon Sho Madjozi, respectively.
The initiative highlights Mastercard’s strategic focus on embedding its identity within popular culture, particularly among the continent’s young, music-savvy population. The songs were officially released this week and will be accompanied by music videos and a TikTok dance challenge.
The move is part of Mastercard’s broader ambition to evolve from a transactional payment provider into a culturally resonant lifestyle brand. Research by Kantar underscores the effectiveness of sonic branding, showing a 76% rise in brand power, 138% improvement in ad effectiveness, and 17% increase in recall for brands that embrace audio cues.
“Afrobeats and Amapiano are not just genres—they are movements,” said Ahmed Abdel-Karim Hussein, Executive Vice President for Integrated Marketing & Communications at Mastercard. “By partnering with influential African artists, we are creating music that emotionally connects with consumers and reinforces the innovation and trust associated with every Mastercard transaction.”
The Afrobeat anthem “Wami”, produced by LeriQ—a Nigerian producer known for his acclaimed work with Burna Boy—features Mayorkun, whose upbeat mix of Afro-pop and R&B brings vibrant energy to the track. LeriQ was also a participant in the 2024 Mastercard Artist Accelerator, a program designed to elevate local talent through mentorship, funding, and global exposure.
“Being part of the Artist Accelerator and now collaborating with Mayorkun has been an exciting journey,” said LeriQ. “This track is more than music—it’s a celebration of African creativity on a global stage.”
The Amapiano anthem “Amazwe”, produced by Gemini Major, showcases the distinctive sound of Sho Madjozi, alongside emerging talents Mthunzi and Sfundo Ndimande. With layered percussion, rich vocals, and an infectious rhythm, the track reflects Mastercard’s modern digital ethos while staying rooted in South Africa’s rich musical heritage.
“Creating this anthem was both fun and meaningful,” said Sho Madjozi. “It’s a joyful blend of South African energy and Mastercard’s innovative spirit.”
Mastercard’s expansion of its sonic branding strategy into Africa comes at a time when the continent is emerging as a global cultural influencer. By leveraging local sounds and talent, the company aims to create lasting emotional bonds with audiences and make its brand instantly recognizable—not just visually, but audibly.
