Mastercard Launches Artist Accelerator in Southeast Asia to Support Rising Local Musicians

Mastercard has officially launched the Mastercard Artist Accelerator SEA, marking the expansion of its global music initiative into Southeast Asia for the first time, with Indonesia and Thailand as the initial focus markets. Developed in collaboration with SoundOn, part of the TikTok family, the program aims to support emerging local artists by transforming creative potential into sustainable, fan-driven careers while strengthening the connection between musicians, audiences, and Mastercard cardholders across the region.

The initiative arrives at a time when Southeast Asia’s local music scene is experiencing significant growth, driven by the rising popularity of homegrown content and the increasing influence of digital streaming platforms. In Indonesia alone, local music accounted for 35% of on-demand streaming in 2023, reflecting a notable increase over the past few years, while Thailand continues to see strong momentum in both pop and independent music segments. Against this backdrop, Mastercard Artist Accelerator SEA is designed to nurture this growing ecosystem by providing artists with structured mentorship, industry guidance, and digital tools needed to build visibility and long-term sustainability in a creator-led economy.

At its core, the program follows a fan-first philosophy, focusing on turning casual listeners into dedicated supporters while helping artists strengthen their presence and commercial viability. Selected participants will undergo a curated development journey that includes mentorship from industry experts, live performance opportunities, and strategic exposure across digital platforms. This approach is intended to help artists refine their craft, gain confidence, and connect more meaningfully with wider audiences across Indonesia and Thailand.

Mastercard also aims to enhance consumer engagement by offering its cardholders exclusive access to curated music experiences through participating issuers and partners in the region. This creates a unique ecosystem where fans can get closer to the artists they support while enjoying special, immersive experiences tied to music and culture. The program will further highlight winning artists through dedicated promotional initiatives that amplify their stories and music, helping them transition into sustainable, market-ready careers.

According to Mastercard, the initiative reflects its broader commitment to supporting the creative economy and strengthening local cultural expression across Southeast Asia. Company representatives emphasized that music in the region serves not only as entertainment but also as a powerful form of identity and connection, making it essential to invest in platforms that support both artists and audiences. Meanwhile, SoundOn highlighted its commitment to helping artists grow through community-driven discovery, particularly via TikTok’s global ecosystem, which continues to play a key role in music discovery and fan engagement.

With a regional content strategy that includes TikTok and other social platforms, the Mastercard Artist Accelerator SEA will document and share each stage of the artists’ journeys—from emerging talent to rising stars. By spotlighting behind-the-scenes moments, milestones, and creative progress, the program aims to build stronger artist-fan relationships while contributing to the continued growth of Southeast Asia’s dynamic music industry.