Mastercard launches Southeast Asia artist accelerator with TikTok's SoundOn

Mastercard is bringing its global Artist Accelerator programme to Southeast Asia for the first time through a partnership with SoundOn, TikTok’s music distribution and artist development platform.

Launching initially in Indonesia and Thailand, the Mastercard Artist Accelerator SEA programme aims to support emerging musicians through live showcases, mentorship, digital music education and fan engagement initiatives, while also deepening connections between audiences, artists and brands.

The initiative reflects how brands are increasingly positioning themselves within creator ecosystems and fan culture, particularly in mobile-first markets where music consumption and social media engagement continue to intersect.

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According to Mastercard, local content accounted for 35% of on-demand streaming in Indonesia in 2023, marking a 12 percentage point increase over the previous three years. Similar momentum has also emerged across Thailand’s pop and independent music scenes.

“Across Southeast Asia, music is more than something people listen to – it’s how they express who they are and what they care about,” said Dheeraj Raina, senior vice president and head of marketing and communications for Southeast Asia at Mastercard.

“Local artists are at the heart of this cultural movement, yet many still face barriers to turning talent into sustainable careers. With Mastercard Artist Accelerator SEA, we’re creating what matters most: bringing fans closer to the artists they love, creating exclusive, priceless experiences for our cardholders, and giving creators the mentorship, tools and platforms they need to thrive. By doing so, we’re helping Southeast Asia’s creative economy grow – one artist, one fan and one meaningful connection at a time.”

The programme will guide participating artists through a curated development journey that combines mentorship from local industry experts with live performance opportunities intended to help artists build confidence, strengthen their craft and grow their audiences.

Mastercard cardholders will also gain access to programme-related experiences through participating issuers and partners, further tying fan engagement to loyalty and experiential marketing strategies.

Winning artists from Indonesia and Thailand will receive continued support through a broader creative initiative designed to amplify their music and storytelling across digital platforms, while helping them transition into commercially sustainable careers.

For TikTok and SoundOn, the collaboration also reinforces the platform’s growing role in music discovery and artist development across the region.

“SoundOn is committed to helping artists at all stages of their career turn creative momentum into long-term success, and we’re excited to partner with Mastercard to support the next generation of talent in Southeast Asia,” said Tom Chou, head of SoundOn Southeast Asia.

“Through this programme, artists will have the opportunity to connect with TikTok’s global music-loving community, grow their fanbase and share their stories in authentic and meaningful ways. We’ve seen firsthand how powerful community and discovery can be in helping artists break through, and we’re proud to help create more opportunities for local talent across Indonesia and Thailand.”

The programme will be supported through a regional content strategy across TikTok and other social channels, documenting participating artists’ journeys and behind-the-scenes moments throughout the accelerator. Mastercard said it also plans to expand the initiative into other Southeast Asian markets in the second half of the year.

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