Innovative or Insidious?

Mastercard has embedded its sonic logo into a new music single by Swedish singer Nadine Randle. The company has also promised to release a full “sonic-integrated album” later this year.

It’s an “everything old is new again” moment. Radio jingles used to bracket popular songs on the radio; now they are part of the music itself. But it’s not a new branding maneuver: many corporate groups have formed their own labels to promote/contain their messaging, including W Hotels (Amber Mark), Build-A-Bear Records, and Red Bull Records. It allows companies to hitch their train to the popularity of various artists while appearing to champion them—and the artists’ fans—at the same time. (For more on such labels, see

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