Mastercard expands artist exposure with Accelerator Season 2 and live tour
Mastercard’s Artist Accelerator has partnered with OnesToWatch for its second season to empower emerging artists through live touring and Web3 technical mentorship.
Mastercard announced the launch of the second season of the Mastercard Artist Accelerator. This innovative program, combined with a series of live tours in partnership with OnesToWatch, provides a beacon of opportunity for emerging talent in an industry increasingly intertwined with digital advancements.
The program is scheduled to launch in April and will provide a variety of opportunities for artists. This includes live performances, mentorship from industry veterans like Este Haim of the acclaimed band HAIM, and educational boot camps focused on fast-growing technologies like Web3 and Generative AI.
Raja Rajamannar, Chief Marketing and Communications Officer at Mastercard, emphasized the importance of an entrepreneurial mindset in the modern music environment. Accelerator is designed to help artists navigate the complexities of the digital age and enrich fan experiences by combining passion and purpose.
A November 2023 survey conducted by EBCO and Live Nation found that 84% of live music fans want a better way to discover new artists, and OnesToWatch and Mastercard are addressing this need head-on. OnesToWatch boasts a track record of elevating future icons, contributing to the rise of artists like Lewis Capaldi and Tate McRae.
The collaboration aims to provide artists with the tools and guidance they need to build sustainable and successful careers. The first artist announced for the second season is Asha Imuno, a 22-year-old California artist known for her unique blend of hip-hop, R&B, soul, and funk.
Fans looking to join the journey can look forward to the release of a limited-edition second season Mastercard Music Pass NFT. This digital asset offers exclusive content and experiences, including concert access for select holders, behind-the-scenes footage, and participation in Mastercard’s Pass to Priceless platform.
Building on the success of its first season, the 2024 Mastercard Artist Accelerator continues to support past participants like Cocoa Sarai, who shared her insights at the Mastercard Grammy House earlier this year. She praised the program for its beneficial nature and for fostering a unique community with a passion for music.
The commitment to the music industry is reflected in Mastercard’s partnership with prestigious award shows and the release of the album “Priceless,” which aims to mentor emerging talent.
Image source: Shutterstock
