Mastercard will debut Noah Kahan's new single, "The Great Divide," during the 2026 Grammy Awards broadcast on February 1st.
The collaboration features the two-time Grammy-nominated artist to connect with consumers through music and cultural moments. The broader campaign includes Priceless experiences for cardholders and a sweepstakes.
Mastercard co-produced and premiered the video to tap into Kahan's large fanbase. The partnership leverages music's emotional connection to reinforce brand identity. This effort aims to create lasting brand memories and associate Mastercard with cultural passions.