Mastercard celebrates the next generation of music at The BRIT Awards 2024

Mastercard is marking its 26th year as headline sponsor of The BRIT Awards with a cross-functional marketing and communications campaign that celebrates the trailblazers forming the next generation of creative talent in the UK.

Mastercard’s advertising campaign launches at The BRIT Awards with Mastercard on Saturday 2nd March, featuring creative works from 14 current BRIT School students selected for their unique and category-leading interpretations of Mastercard’s sonic brand in a range of mediums, from interactive digital design and dance to music, visual arts and fashion.

The students’ work will feature in 14 idents throughout the live awards show broadcast on ITV and throughout the O2 arena, as well as in a broader, integrated campaign across Meta, TikTok and The Guardian.

Harnessing innovative technologies beyond CGI and VFX, Mastercard shot its first virtual production, placing students in their Mastercard brand-inspired, dynamic 3D worlds via LED screens – an industry-leading approach. Virtual production is also a more sustainable way to film than a location shoot, contributing to the execution of Mastercard’s first entirely carbon-neutral production which was certified with a Greenshoot Silver Award for sustainability.

The student interpretations have been brought to life by industry leading creatives led by Director Anthony Rubenstein and prestigious photographer, Michael Wharley.
Building on Mastercard’s commitment to supporting the next generation of music talent in the UK and the expertise from its Artist Accelerator programme, the students took part in masterclasses with some of the industry’s most inspiring and ground-breaking creatives.

The BRIT School graduate Young Athena, dancer, and creator Nife, fashion designer Dame Zandra Rhodes and AI consultant, Vince McSweeney, shared their insights and tips, ensuring they not only create great work utilising the latest technology and innovations but also build a network for successful careers in the arts for the future ahead.

Raja Rajamannar, Chief Marketing and Communications Officer at Mastercard said, “As the biggest night in British music, The BRIT Awards is the perfect opportunity to rally people to come together thorough the power of music. This year, we’re proud to once again team up with The BRIT School to champion their creative works and all those blazing a trail for the future.

“Ensuring the longevity and legacy of music and creative arts is core to our campaign and we’re delighted to work with The BRIT Awards and our partners to support a diverse, inclusive, and sustainable industry for the next generation.”

Stuart Worden, Principal of The BRIT School said, “The BRIT School provides opportunities and open doors for people from all backgrounds to pursue a career in the creative industries by making access to the arts free. Mastercard’s commitment to supporting the next generation of creative talent through its sponsorship of The BRIT Awards makes the work we do – both at the school and in our community outreach programmes – possible.”

Mastercard is also working with radio and TV presenter, author and journalist, Vick Hope, to shine a light on some of the trailblazing individuals driving positive and impactful change in the music industry across technology, diversity and inclusion and making music accessible for all.

McCann led the creative campaign and creative challenge, Big Group delivered the social marketing campaign, Carat UK managed the media planning and strategy, and The Academy led the Mastercard Music Trailblazer PR activities.

The BRIT School is supported by The BRIT Awards and music industry charity The BRIT Trust in its mission to provide FREE access to 14-19 year olds aspiring to pursue a career in music and the creative arts.