Mastercard is packing quite the musical punch lately. After debuting a sonic logo last year, the payments company began 2020 with the release of a new music single, “Merry Go Round,” and the promise of a full “sonic-integrated album” to come later this year. Though experts agree the audio identity can help expand the Mastercard brand, many are wondering what this new direction will add.
“Merry Go Round” was created with Swedish singer Nadine Randle and produced by Niclas Molinder. The lyrics tell the tale of “moving past a relationship and finding new opportunities,” according to a Mastercard spokeswoman.
“The essence of ‘Merry Go Round’ is about bouncing back, and not letting circumstances bring you down,” said Chief Marketing and Communications Officer Raja Rajamannar in a statement, noting that the song is “empowering.” Mastercard released the new song earlier this week at CES in Las Vegas.
While many applaud the company’s work in the audio arena—the Mastercard notes now chime at points of purchase on a global scale—they have questions about the new direction. Seasoned musical experts had no trouble identifying the Mastercard sonic logo in the new song, but regular consumers might be more hard-pressed to do so—or to make the connection between the two.