Born in an era when sponsorship is as a stamp of approval rather than a sell-out, EDM is embrassing coporate sponsorship with increasing zeal. Yesterday, MasterCard and SFX Entertainment have announced a major global partnership. Acting as a technology partner, MasterCard says it will simplify the way hundreds of millions of electronic dance music (EDM) fans worldwide can access SFX events. Through its Priceless platform, MasterCard will also create new fan experiences, starting this fall. In addition, MasterCard becomes the exclusive financial services sponsor for all of SFX’s platforms. According to the announcement: Through a single sign-on solution powered by...

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