In a bold move that underscores the power of music as a cultural connector, Mastercard has launched two vibrant sonic anthems—Wami and Amazwe—that celebrate Africa’s rich musical heritage while deepening the brand’s emotional connection with young audiences across the continent. Released in June 2025, these tracks fuse Mastercard’s global sonic identity with the pulsating rhythms of Afrobeat and Amapiano, two of Africa’s most influential music genres today.
The Afrobeat anthem, Wami, features Nigerian superstar Mayorkun and is produced by the acclaimed LeriQ, known for his work with Burna Boy. This track captures the energetic blend of Afro-pop and R&B that has propelled Afrobeat onto the global stage. LeriQ’s involvement is particularly significant as he is a product of Mastercard’s Artist Accelerator program, which nurtures emerging African talent by providing mentorship, funding, and exposure to global markets.
On the South African front, the Amapiano anthem Amazwe is performed by the charismatic Sho Madjozi, alongside artists Mthunzi and Sfundo Ndimande, with production by Gemini Major. This track radiates optimism and embodies the vibrant spirit of South Africa’s youth culture, mirroring Mastercard’s progressive approach to digital payments and youth engagement.
Ahmed Abdel-Karim Hussein, Mastercard’s Executive Vice President for Integrated Marketing & Communications in EEMEA, emphasized the cultural significance of this initiative:
“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.”
This sonic branding strategy is backed by compelling research from Kantar, which shows that consistent use of sound in branding can increase brand strength by 76%, boost advertising effectiveness by 138%, and improve ad recall by 17%—metrics that highlight the strategic value of these anthems beyond just music.
The launch of Wami and Amazwe is accompanied by engaging music videos and a TikTok dance challenge, designed to amplify reach and encourage interactive participation among Africa’s digitally savvy youth. This aligns perfectly with Mastercard’s broader vision of transforming from a traditional payments company into a culturally resonant brand embedded in everyday African life.
In essence, Mastercard’s Afrobeat and Amapiano sonic anthems are more than marketing tools—they are celebrations of African creativity, innovation, and youthful energy. By harnessing the continent’s most dynamic music movements, Mastercard is not only enhancing its brand presence but also empowering local artists and communities to shine on the global stage.
