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

The program is set to begin in April and will offer a plethora of opportunities for artists. These include live performances, mentorship from industry veterans such as Este Haim of the acclaimed band HAIM, and educational bootcamps focusing on burgeoning 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 landscape. The Accelerator is designed to help artists navigate the complexities of the digital era, enriching the fan experience by uniting passion with purpose.

In response to a survey conducted by EBCO and Live Nation in November 2023, which revealed a significant 84% of live music fans desiring better avenues for discovering new artists, OnesToWatch and Mastercard are addressing this demand head-on. OnesToWatch boasts a track record of elevating future icons, having contributed to the rise of artists like 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 Californian artist known for his unique blend of Hip-Hop, R&B, Soul, and Funk.

Fans looking to be part of the journey can anticipate the drop of the second season limited-edition Mastercard Music Pass NFT. 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 prominent award shows and the launch of its album, “Priceless,” an initiative aimed at mentoring rising talents.

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