Mastercard’s Artist Accelerator is entering its second season, partnering with OnesToWatch to support emerging artists through live tours and Web3 tech mentorship.
Mastercard has announced the launch of the second season of the Mastercard Artist Accelerator. This innovative program, in collaboration with OnesToWatch, offers exciting opportunities for up-and-coming talents in an industry that is increasingly connected to digital advancements.
The program is scheduled to kick off in April and will provide a range of benefits for artists. These include live performances, mentorship from industry veterans like Este Haim from HAIM, and educational bootcamps focusing on emerging technologies such as Web3 and Generative AI.
Raja Rajamannar, Chief Marketing and Communications Officer at Mastercard, highlighted the importance of an entrepreneurial mindset in today’s music industry. The Accelerator aims to assist artists in navigating the complexities of the digital age, enhancing the fan experience by combining passion with purpose.
Responding to a survey conducted by EBCO and Live Nation in November 2023, which revealed that 84% of live music fans are seeking better ways to discover new artists, OnesToWatch and Mastercard are addressing this demand head-on. OnesToWatch has a proven track record of promoting future stars, contributing to the success of artists like Lewis Capaldi and Tate McRae.
The collaboration aims to equip 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 Californian artist known for his unique blend of Hip-Hop, R&B, Soul, and Funk.
Fans interested in joining the journey can look forward to the release of the limited-edition Mastercard Music Pass NFT for the second season. This digital asset offers exclusive content and experiences, including concert access for select holders, behind-the-scenes material, and interaction with Mastercard’s Pass to Priceless platform.
Building on the success of its first season, the 2024 Mastercard Artist Accelerator continues to support previous participants like Cocoa Sarai, who shared her experiences at the Mastercard GRAMMY House earlier this year. She commended the program for its informative nature and for fostering a passionate music community.
Mastercard’s dedication to the music industry is evident through its partnerships with prestigious award shows and the launch of its “Priceless” album, an initiative aimed at mentoring upcoming talents.
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