Music

PRICELESS PERFORMANCE: Mastercard can integrate within the 2021 American Music Awards (AMAs) by teaming up with a top-tier artist to present a Priceless and heartfelt branded performance.

A select presenter talent will take the AMAs stage to introduce the performance. Talent will provide meaningful context and speak to how Mastercard partnered with the AMAs and the artist to spotlight extraordinary individuals across the nation who are making a positive impact on their communities (e.g., volunteering).

Leading into the performance, an approx.. 30-second video package will shine a spotlight on these individuals, sharing their stories to further the narrative. Mastercard’s “sonic branding” will be featured in the video package (where applicable) to further align the brand with the moment. Intimately performing one of their top songs, the AMAs artist will provide a Priceless gift to those featured in the package, resonating with the millions of broadcast viewers.

Short-form photo and video content captured surrounding the performance moment (e.g., introduction VOD clip, photos of performance) will be published across the AMAs and ABC’s official social accounts. Select content will also be delivered to Mastercard and participating talent for original publication.