Mastercard has introduced two localized sonic anthems, “Wami” in the Afrobeat genre and “Amazwe” in Amapiano, across Africa, integrating its global sonic identity with local musical styles and featuring artists such as Mayorkun and Sho Madjozi.
The initiative aims to connect with the continent’s young, music-loving audiences by blending Mastercard’s global sonic identity with African rhythm, emotion, and culture. Research conducted by Kantar on sonic branding indicates that such initiatives can lead to a 76% increase in brand power, a 138% boost in advertising effectiveness, and a 17% lift in ad recall. This strategy supports Mastercard’s objective of evolving its positioning from a payments brand to a culturally integrated brand within daily consumer life.
The Afrobeat anthem, titled “Wami,” was produced by Nigerian producer LeriQ, known for his collaborations with Burna Boy. LeriQ participated in the 2024 season of the Mastercard Artist Accelerator, a program designed to support emerging artists with mentorship, digital tools, funding, and platforms for global exposure. Award-winning Nigerian singer and songwriter Mayorkun performs “Wami,” contributing his blend of Afro-pop and R&B.
The Amapiano anthem, “Amazwe,” was produced by South African hitmaker Gemini Major. This track features South African rap artist Sho Madjozi, alongside Mthunzi and Sfundo Ndimande. The performance reflects Mastercard’s approach to digital payments and youth engagement in Africa.
Ahmed Abdel-Karim Hussein, Executive Vice President, Integrated Marketing & Communications, Eastern Europe, Middle East & Africa at Mastercard, stated, “We’re excited to bring our sonic brand to life in a way that’s uniquely African. Afrobeats and Amapiano are not just musical genres; they are cultural movements. By collaborating with incredible talent like Mayorkun and Sho Madjozi, we’re creating a sound that connects emotionally with consumers while reinforcing trust and innovation in every transaction.”
LeriQ commented on his continued involvement with Mastercard, saying, “Having been part of the Mastercard Artist Accelerator, it’s exciting to continue the journey by collaborating with Mayorkun on this vibrant track. I am proud to keep representing Africa on the global stage through this Mastercard project.” Sho Madjozi added, “Collaborating with talented local artists and producers to fuse Mastercard’s sonic identity into a fresh Amapiano anthem was both fun and meaningful. The result is a track full of energy, rooted in the vibrant spirit of South Africa.”
The launch of the sonic anthems will be supported by accompanying music videos and a TikTok dance challenge.
