Across Southeast Asia, local music continues to play a powerful role in shaping culture and redefining how audiences connect with artists. Homegrown talent is increasingly becoming a major force within the region’s evolving music ecosystem, driven by digital platforms and fan engagement.
In response to this growing momentum, Mastercard has announced the launch of the Mastercard Artist Accelerator SEA, marking the first time its global music platform is being introduced in Southeast Asia. The program debuts in Indonesia and Thailand in collaboration with SoundOn, part of the TikTok ecosystem.
The initiative is designed to support local artists by transforming creative potential into sustainable, fan-powered careers. It also aims to bring audiences and Mastercard cardholders closer to exclusive music experiences, strengthening the connection between fans and creators in meaningful ways.
With a strong fan-first approach, the program focuses on turning casual listeners into dedicated supporters. It provides artists with mentorship, tools, and digital support to help them grow their presence, strengthen their confidence, and improve their commercial opportunities in today’s creator-driven economy.
The launch comes at a time when local music is experiencing strong growth across the region. In Indonesia, homegrown music accounted for a significant share of on-demand streaming in 2023, reflecting a steady rise in local content consumption. Similar trends are also being observed in Thailand’s pop and independent music scenes.
According to Mastercard, the program reflects its commitment to supporting the creative economy in Southeast Asia. The initiative will begin with Indonesia and Thailand, with plans to expand further across the region in the second half of the year, depending on its success and impact.
Participants in the Mastercard Artist Accelerator SEA will go through a structured development journey that combines expert mentorship with live performance opportunities. This approach is designed to help artists refine their craft, build audience confidence, and connect with wider regional fan bases.
Selected artists will also receive continued support beyond the program through strategic creative initiatives that amplify their music and storytelling. Fans will be able to follow their journeys through dedicated content on TikTok, offering behind-the-scenes access and real-time updates throughout the accelerator experience.
