Rebecca PY MALAYSIA, 19 JUNE 2026 – Local music across Southeast Asia is no longer simply background noise — it is fast becoming a defining cultural force. And Mastercard is betting big on that momentum. The payments giant has officially launched the Mastercard Artist Accelerator SEA, its first foray into the region’s music ecosystem, in partnership with SoundOn, the music distribution platform that forms part of the TikTok family. The programme debuts in Indonesia and Thailand, with broader regional expansion planned for the second half of the year.
The timing reflects a shift that is already well underway. Homegrown content accounted for 35% of on-demand music streaming in Indonesia in 2023, a jump of 12 percentage points compared to three years prior. Thailand’s pop and independent music scenes are tracking similar growth. In both markets, digitally native audiences are increasingly gravitating towards local artists who speak their language, reflect their lives, and occupy the same social media spaces they do every day. Yet for all that momentum, many of the artists driving it still face a familiar set of barriers — limited access to mentorship, industry connections, and the commercial infrastructure needed to convert raw talent into a viable, lasting career. The Mastercard Artist Accelerator SEA is designed to close that gap.
The programme guides participating artists through a structured development journey built around three pillars: mentorship from local industry experts, live performance opportunities to sharpen stage presence and build confidence, and digital amplification through TikTok’s global music-loving community. Winning artists from both Indonesia and Thailand will receive additional support through a strategic creative initiative designed to extend their reach well beyond the programme itself — deepening fan connection and supporting the transition towards market-ready careers.
Mastercard’s Senior Vice President and Head of Marketing and Communications for Southeast Asia Dheeraj Raina framed the initiative as something more than a talent competition. Across the region, he said, music is how people express identity and belonging. Local artists sit at the heart of that cultural movement, yet the pathway from talent to sustainability remains uneven. The Accelerator, in his view, is about creating meaningful connections — between fans and the artists they love, between creators and the tools they need to thrive, and between Mastercard cardholders and the kind of exclusive, priceless experiences that go beyond a transaction.
For cardholders specifically, the programme offers access to curated experiences through participating issuers and regional stakeholders — an exclusive window into the artists’ journeys, from early rehearsals to breakthrough performances.
SoundOn’s Head for Southeast Asia Tom Chou pointed to the power of community and discovery in helping artists cut through an increasingly crowded creative landscape. The partnership, he said, creates meaningful new pathways for local talent to reach TikTok’s vast global audience and grow fanbases in authentic, lasting ways.
Progress, behind-the-scenes moments, and key milestones throughout the programme will be documented and shared across TikTok and social media, with fans able to follow each artist’s journey on the Mastercard Artist Accelerator SEA TikTok page at @artistacceleratorsea. In a region where the creator economy is accelerating and local culture is asserting itself with growing confidence, the Mastercard Artist Accelerator SEA arrives not a moment too soon.