Web3 / AI
MastercardWeb3 Artist Accelerator
As Creative Director, I helped Razorfish pitch and win a program that helped emerging musicians create with AI, own and monetize their work, and reach new fans, culminating in a live-streamed showcase.
Role
Creative Director
Client
Mastercard
Discipline
Web3 / AI
We made sure Mastercard's first move in emerging tech uplifted artists who needed it most.
Don't sell the technology. Use it to lift someone up.
When every brand wanted into Web3, most of them faceplanted, chasing the hype with hollow NFT drops that culture saw straight through. The real promise of these new tools wasn't wild speculation, it was opportunity. For emerging musicians, AI and Web3 meant new ways to create, new ways to reach fans, and for the first time, real ownership of their work. So we aimed Mastercard's debut at the people who stood to gain the most: rising artists trying to break through.
The Artist Accelerator
We built a program that paired rising musicians with AI music tools, Web3 mentorship, and a global stage. Artists used emerging technology to make new work, learned to own and monetize it, and built direct relationships with the fans who believed in them, all under the Mastercard banner. It led with generosity instead of hype.
Give artists what they really need: ownership.
From pitch to Billboard stage
Once we won the program, I led creative through production: the artist films documenting each musician's journey with the tools, and the brand world that tied it all together, building toward a live-streamed showcase presented by Billboard. The Accelerator gave Mastercard a credible, human entry into emerging tech, the kind that earns a brand the right to be in a new space.
The Billboard showcase
The full live-streamed artist showcase, presented by Billboard.
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