MAstercard x the grammy awards x noah kahan

Continuing to build on Mastercard’s iconic sponsorship of The Grammy Awards, we partnered with Noah Kahan to build music fans a Priceless experience like no other: creating the official music video for Kahan’s first single from his upcoming album “The Great Divide” embedding easter eggs for his super fans to find, discuss, decode, and unlock an intimate once-in-a-lifetime experience in-studio with Noah Kahan himself.

We premiered a cut-down 3:45 version of the music video during the 2026 Grammy Awards telecast, sending a slew of fans online in a rush to be first to decode the clues, while simultaneously launching the full-length official music video for “The Great Divide” across streaming platforms and social.

A first for Mastercard, we didn’t just build the campaign around the song and video — from concept to casting to production, we made the track’s official music video purpose-built to deliver the narrative and story that Noah wanted to represent his art while also helping meet Mastercard’s goal: creating Priceless experiences like no other brand in the world.

A month after the Grammy Awards debut, we flew a handful of Noah’s biggest fans to Nashville to the studio he recorded the album in, to experience a Priceless surprise: an intimate performance and conversation with Noah sharing unreleased tracks, the stories behind the songs and bringing his fans inside the world of “The Great Divide.”

Millions participated in the easter egg hunt.

“The Great Divide” became the fastest song to hit No. 1 on Billboards Adult Alternative charts in history.