Mastercard Amplifies Artist Exposure with Season 2 of Accelerator and Live Tour

Mastercard’s Artist Accelerator enters its second season, partnering with OnesToWatch to empower emerging artists with live tours and Web3 technical mentorship.

Mastercard has announced the launch of its second season of the Mastercard Artist Accelerator. This innovative program, coupled with a series of live tours in partnership with OnesToWatch, offers a beacon of opportunity for emerging talent in an industry increasingly intertwined with digital advancements.

The program is due to start in April and will offer numerous opportunities for artists. These include live performances, mentorship from industry veterans such as Este Haim of the acclaimed HAIM Group, and educational bootcamps focused on emerging technologies such as Web3 and Generative AI.

Raja Rajamanar, chief marketing and communications officer at Mastercard, emphasized the importance of an entrepreneurial mindset in today’s music landscape. The Accelerator is designed to help artists navigate the complexities of the digital age, enriching the fan experience by uniting passion with purpose.

In response to a survey conducted by EBCO and Live Nation in November 2023 that revealed a significant 84% of live music fans wanting better ways to discover new artists, OnesToWatch and Mastercard are addressing this demand head-on . OnesToWatch boasts a track record of raising future icons, having helped the rise of artists such as Lewis Capaldi and Tate McRae.

The collaboration aims to provide artists with the necessary tools and guidance for a sustainable and successful career. The first artist announced for the second season is Asha Imuno, a 22-year-old California artist known for his unique blend of hip-hop, R&B, soul and funk.

Fans who want to be a part of the ride can look forward to the drop of the limited edition Mastercard Music Pass NFT for season two. This digital asset offers exclusive content and experiences, including concert access for select holders, behind-the-scenes material and engagement with Mastercard’s Pass to Priceless platform.

Building on the success of its inaugural season, the 2024 Mastercard Artist Accelerator continues to support past participants, such as Cocoa Sarai, who shared her insights at the Mastercard GRAMMY House earlier this year. She praised the program for its informative nature and for fostering a unique community passionate about music.

The commitment to the music industry is reflected in Mastercard’s partnerships with renowned awards and the release of the ‘Priceless’ album, an initiative aimed at mentoring emerging talent.

Image source: Shutterstock

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