Mastercard Launches Afrobeat and Amapiano Anthems to Deepen Cultural Ties Across Africa

Mastercard is expanding its sonic branding in Africa with the release of two culturally resonant anthems: “Wami” in the Afrobeat genre and “Amazwe” in the Amapiano style. Featuring top artists Mayorkun from Nigeria and Sho Madjozi from South Africa, the tracks fuse Mastercard’s global sonic identity with the rich musical heritage of the continent.

According to research by Kantar, sonic branding can significantly elevate marketing outcomes, boosting brand power by 76%, ad effectiveness by 138%, and ad recall by 17%. This initiative aligns with Mastercard’s evolution from a payments brand to one that’s embedded in everyday life and culture.

Aimed at Africa’s youthful, music-driven audience, the sonic anthems emphasise Mastercard’s commitment to creativity and youth empowerment. The Afrobeat anthem, produced by renowned Nigerian hitmaker LeriQ—an alumnus of the 2024 Mastercard Artist Accelerator—underscores how the program supports emerging talent with mentorship, digital tools, funding, and global exposure.

“We’re excited to bring our sonic brand to life in a way that’s uniquely African. Afrobeats and Amapiano are not just musical genres; they are cultural movements. By collaborating with incredible talent like Mayorkun and Sho Madjozi, we’re creating a sound that connects emotionally with consumers while reinforcing trust and innovation in every transaction,” said Ahmed Abdel-Karim Hussein, Executive Vice President, Integrated Marketing & Communications, Eastern Europe, Middle East & Africa, Mastercard.

The Amapiano anthem was produced by Gemini Major and features Sho Madjozi alongside Mthunzi and Sfundo Ndimande. The uplifting track reflects Mastercard’s forward-looking approach to digital payments and youth engagement across Africa.

The Afrobeat anthem, also produced by LeriQ—celebrated for his work with Burna Boy—features Mayorkun, who brings his signature Afro-pop and R&B sound to create an energetic and rhythmic composition that captures Mastercard’s vibrant brand ethos.

“Having been part of the Mastercard Artist Accelerator, it’s exciting to continue the journey by collaborating with Mayorkun on this vibrant track. I am proud to keep representing Africa on the global stage through this Mastercard project,” said LeriQ.

Sho Madjozi added, “Collaborating with talented local artists and producers to fuse Mastercard’s sonic identity into a fresh Amapiano anthem was both fun and meaningful. The result is a track full of energy, rooted in the vibrant spirit of South Africa.”

The sonic anthems will be accompanied by music videos and a TikTok dance challenge to further amplify engagement and cultural resonance.