By Mastercard has launched a new Afrobeat Sonic Anthem called “Wami” to connect with Nigeria’s youth and boost its brand presence in the country.
The company worked with top Nigerian music talents, LeriQ and Mayorkun, to create the track. Their goal is to tap into the energy and creativity of young, digitally savvy Nigerians, using music as a bridge.
Mastercard says this move is part of a bigger plan to evolve from just a payments company into a lifestyle brand that feels more local and relatable. The Afrobeat genre, which started in West Africa, has exploded worldwide and is now a major influence on music, fashion, dance, and digital content. Global streaming of Afrobeat music grew by more than 550% between 2017 and 2022.
The new anthem builds on Mastercard’s global sonic identity, which the company introduced in 2019. By choosing Afrobeat, Mastercard wants to show it understands what matters to Gen Z and millennials in Nigeria. The company believes that sound can help brands stand out, especially in Africa’s mobile-first markets where young people are always online.
According to Mastercard, brands that use audio branding see big results: a 76% jump in brand power, 138% better ad effectiveness, and 17% higher ad recall. The company hopes “Wami” will help it break through the noise and become part of everyday life for young Nigerians.
“Wami” is now available on all major streaming platforms. Mastercard says this is just the start, as it plans to keep using music and culture to build deeper connections with its audience in Nigeria.
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