SFX and MasterCard Partner up to Improve the EDM Culture

Published By : 06 Aug 2014 | Published By : QYRESEARCH

Media conglomerate SFX Entertainment has made an effort to become the biggest name in the Electronic Dance Music (EDM) culture; they have partnered with MasterCard to create an exclusive platform for its users.

SFX Entertainment has mostly focused on EDM, and plans to build an easier way for fans of this music category to access their services. The fans can find better access to SFX events, content, and the EDM community in general.

SFX will leverage MasterCard’s technology to create a unique digital and physical medium. This will involve ticket sales, retail purchases, live events, and social networking.

The partnership will help users create a loyalty profile with the financial service. Through it they can book tickets for events, purchase merchandise, download content, and interact with other fans.

The promoter of Tomorrowland, the biggest EDM festival in the world, plans to apply MasterCard’s Priceless platform to enable and consolidate the experience of millions of global EDM followers. This tie-up follows other artists and events that MasterCard has already sponsored, including Beyoncé, Justin Timberlake, the iHeartRadio Music Festival, and the Grammys.

Robert Sillerman, the Chairman and CEO of SFX Entertainment, said that he reviewed multiple options to partner with, and favored MasterCard due to their locally beneficial platforms like Priceless Cities and the MasterPass digital-payment system. MasterCard on the other hand, was reportedly looking for a music-based partner outside the contemporary categories.

The partnership with MasterCard is one of the multiple deals SFX has struck over the past year, including one with Clear Channel for three content platforms tagged with Beatport.
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