Mastercard has officially launched the Mastercard Artist Accelerator SEA, bringing its global music platform to Southeast Asia for the first time through Indonesia and Thailand in partnership with SoundOn, part of the TikTok ecosystem.
The initiative aims to help emerging local artists transform creative talent into sustainable careers through mentorship, digital tools, fan engagement opportunities, and live performance experiences.
Mastercard said the program arrives as local music consumption continues to rise across Southeast Asia. In Indonesia, homegrown content accounted for 35% of on-demand streaming in 2023, reflecting the growing influence of regional artists and independent music scenes.
The Mastercard Artist Accelerator SEA will provide participating artists with access to industry experts, performance opportunities, and audience-building support designed to strengthen their commercial viability in today’s creator-led digital economy. Winning artists from Indonesia and Thailand will also receive strategic promotional support to expand their reach and deepen fan engagement.
According to Dheeraj Raina, Senior Vice President and Head of Marketing & Communications for Southeast Asia at Mastercard, the initiative is focused on building stronger artist-fan connections while supporting the region’s growing creative economy.
Meanwhile, Tom Chou, Head of SoundOn Southeast Asia, said the partnership will help emerging artists tap into TikTok’s global music community and expand their digital presence through authentic storytelling and audience discovery.
The program will also feature a regional content strategy across TikTok and social media channels, documenting artists’ journeys through behind-the-scenes content, milestones, and performances. Fans can follow updates through the Mastercard Artist Accelerator SEA TikTok page.
The launch highlights how technology platforms, fintech brands, and social media ecosystems are increasingly collaborating to support Southeast Asia’s rapidly expanding creator economy and digital music industry.
