In June, Mastercard announced a strategic investment in partnership with Wowzi, Africa’s leading influencer marketing platform, and Masria Digital Payments (MDP). 

The five-year initiative aims to transform financial management for content creators through digital card solutions.

The collaboration introduced new payment methods, including Watch Cards and Ring Cards, offering wearable contactless payment options. These digital cards allow content creators to receive payments directly from brands, fans, and sponsors, facilitating online and in-store transactions.

“This strategic partnership with Mastercard and MDP represents a pivotal moment in our mission to empower these creators. We recognize that the influencer and creator market is underserved when it comes to payment solutions,” said Mike Otieno, co-founder and President of Wowzi, in a news release.

The initiative addresses the growing need for efficient, secure, and flexible payment solutions in the content creation industry. Creators gain access to Mastercard rewards and benefits, aiming to streamline their financial management processes.

“Our decision to invest in the influencer and content creation space is a testament to our belief in the transformative power of the gig economy,” stated Shehryar Ali, SVP and Country Manager for East Africa and Indian Ocean Islands at Mastercard. 

Ali added that the objective is to empower the “digital trailblazers” with the financial tools and security they need to thrive.

MDP’s expertise in digital payments is leveraged to ensure a secure user experience. 

“This collaboration with Wowzi and Mastercard signifies our commitment to shaping the financial future for content creators, empowering them with more than just payments,” added Frank Molla, Managing Director at MDP Africa.

In September, Mastercard reported that over 200 companies, from Coca-Cola to Netflix and East Africa’s Safaricom, were using Wowzi’s AI-driven platform to sift through its 200,000 influencers and rich datasets to find creators who fit their profile.

Wowzi has created about 500,000 gigs for its creators while also giving the small businesses that make up some 90% of African ventures a chance to use influencer marketing to promote their stores, products, and restaurants. 

Individual music artists are tapping into Wowzi to find creators to devise new dance challenges that could go viral and boost their Spotify downloads.

“Through technology, we’re aggregating the world’s largest brands with significant marketing budgets, which is flowing back to the pockets of young people, creating forms of connectivity,” Otieno said in a statement.