Mastercard is looking to be the first major credit card company to actively pursue the EDM market with their new-found partnership that joins the corporate giants with the SFX EDM Monopoloy. Reported earlier this month, Chief Marketing Officer at Mastercard, Raja Rajamannar stated-
“no other generation of music fans has been more connected and mobile than the millions of EDM fans globally.”
Robert F.X. Sillerman also commented that-
“this transformational alliance with MasterCard will bring innovative technology solutions across the entire experience stream to our global portfolio of events and online properties, allowing for more seamless and personalized fan experiences all over the world.”
According to the official press release:
Acting as a technology partner, MasterCard will simplify the way hundreds of millions of electronic dance music (EDM) fans worldwide can access SFX events, engage with content and connect with their community. Through its Priceless platform, MasterCard will also create surprise and delight experiences for fans, starting this fall.
As part of the agreement, SFX will leverage MasterCard’s innovative technologies for its digital and physical platforms including ticketing, retail, live events and social networking, pioneering a new model for enterprise-wide partnerships.
In addition, MasterCard becomes the exclusive financial services sponsor for all of SFX’s platforms.
I don’t know about you, but “leverage” and “exclusive financial services sponsor” make me cringe.