ALBUQUERQUE, NM — TURN-ON Financial Technologies today announced two major developments that highlight its long-term vision for behavioral commerce across sports, music, and culture. The company has appointed Efrain “DJ Mode” Merced, Music Director for New York City Football Club, to its advisory board while simultaneously launching the Fan Funded Series, a first-of-its-kind commerce activation model designed to convert community support into real economic capital for fighters, amateur athletes, independent musicians, and emerging artists.
The dual announcement underscores TURN-ON’s central philosophy: sports and music have always moved culture together — and now they can move capital together as well.
DJ Mode Merced Joins TURN-ON Advisory Board
Merced brings more than two decades of experience as a cultural strategist and sonic architect in the global entertainment industry. His client roster includes brands such as Cadillac, Pepsi, and major sporting events like the US Open Tennis Championships.
As Music Director for New York City Football Club, Merced designs the entire sonic identity of the club’s matchday experience, shaping the atmosphere for thousands of supporters from the moment they enter the stadium until the final whistle.
His role with TURN-ON goes far beyond an honorary title. Merced will help develop the platform’s sound identity, experiential activation framework, and cultural architecture to ensure every interaction inside the ecosystem reflects the emotional connection fans experience in live sports and music events.
Sports fill stadiums. Music fills those same stadiums. TURN-ON is building financial infrastructure for the same communities that power both.
“TURN-ON exists to transform how people participate in the economy of shared moments, allowing culture, connection, and value to move together. Music and sports have always lived at that intersection. Now the financial infrastructure can too.”
Efrain DJ Mode Merced / Advisory Board / TURN-ON Financial Technologies
Merced emphasized that culture—not technology—is what ultimately determines whether platforms succeed.
“Most people focus on the technology first, but the real driver of a new category is culture. If the cultural moment is not there, the technology does not matter. The key is building something that feels natural to how people already connect with music and sound, and then enhancing that experience rather than forcing a completely new behavior.”
Efrain DJ Mode Merced / Advisory Board / TURN-ON Financial Technologies
Where Sports, Music, and Commerce Intersect
TURN-ON’s strategy focuses on a shared economic reality between athletes and artists at the grassroots level.
Combat sports fighters often train without promoter contracts. Independent musicians tour on minimal budgets. Youth athletes rely on families and local communities to cover the cost of travel, equipment, and competition. Visual artists and creators frequently build loyal audiences without access to financial infrastructure that supports their growth.
In each case, the community support already exists — but the tools to convert that support into real economic backing have traditionally been limited.
The Fan Funded Series aims to solve that problem.
Founder Perspective
TURN-ON CEO Tomas Yu brings extensive experience in global combat sports governance. Yu previously served as President of the Pan-American Division of the World Mixed Martial Arts Association and co-founded the World Mixed Martial Arts Confederation, helping establish MMA federation infrastructure across Latin America.
Yu says the Fan Funded Series was built directly from his experience witnessing athletes struggle to finance their careers.
“There is a lot that television and social media never show. The sleepless nights. Figuring out how to pay for the right training, the right gear, the right nutrition. The stress it puts on parents, on family, on uncles and aunties and grandparents who want to help but have limited means. As the former President of the WMMAA Pan-American Division, I can tell you that national assistance for an elected national team is never enough. In fact, even after athletes are selected to represent their country, they still have to run fundraisers to supplement their journey. The Fan Funded Series eliminates that. Our programmable gifting tool gives peace of mind like nothing else can.”
Tomas Yu / CEO / TURN-ON Financial Technologies
Yu also explained why the company brought Merced onto the advisory board at this stage of the platform’s development.
“TURN-ON is not your typical fintech platform. We are disrupting the paradigm. Culture is not a marketing layer for us, it is core to what we are building. Yes, money moves people. But so does pop culture. And music, since the beginning of time, has moved masses in ways nothing else can. Just like in sports, music is part of culture, and together we can make a far greater impact. Coming from the heart of culture, New York City, Efrain lives and breathes this world. I could not think of anyone better to bring onto this team to help lead the disruption, and to make sure that disruption reaches the fighters, the athletes, the musicians, and the artists who have been waiting for it.”
Tomas Yu / CEO / TURN-ON Financial Technologies
How the Fan Funded Series Works
The Fan Funded Series allows supporters—fans, family members, coaches, or community members—to send financial support through the TURN-ON platform using programmable gifting technology.
Once sent, the funds appear in a digital wallet connected to the TURN-ON merchant network. Recipients can immediately spend the funds at participating local businesses including:
- Gyms and training facilities
- Restaurants and nutrition providers
- Recovery and wellness centers
- Equipment retailers
- Recording studios or creative production spaces
Merchants collect only 0–2% processing fees, while TURN-ON does not take a percentage of the gifted principal.
The result is direct economic participation rather than symbolic support.
Senders can also designate how their contribution should be used—whether for training, travel, equipment, studio time, or recovery—ensuring transparency between supporters and recipients.
Who the Fan Funded Series Serves
Fan Funded Fighters
Combat sports athletes in MMA, boxing, Muay Thai, wrestling, and Brazilian jiu-jitsu—from amateur circuits to international competition—who have strong fan communities but limited financial infrastructure.
Fan Funded Athletes
Youth teams and independent competitors whose families traditionally rely on local fundraisers to cover participation costs.
Fan Funded Musicians
Independent artists and touring musicians who want a direct channel for community support without platform commissions.
Fan Funded Artists and Creators
Visual artists, filmmakers, photographers, and digital creators whose communities want to invest in their work and growth.
Latin America as a Strategic Launch Point
TURN-ON’s established relationships across Latin American MMA federations provide an immediate pathway for expansion across one of the most passionate but financially underserved sports markets in the world.
Yu says those connections give the company a major advantage as it launches the Fan Funded Series.
“Latin America is not a market we are trying to enter. It is a home field advantage. We already have the relationships. We already have the trust. We are bringing infrastructure to communities that have had the passion for decades and never had the financial tools to match it.”
Tomas Yu / CEO / TURN-ON Financial Technologies
Launch Timeline and Partnership Opportunities
TURN-ON is currently in pre-launch phase, headquartered in Albuquerque, New Mexico, with a Southwest U.S. market rollout planned for summer 2026.
Combat sports promoters, federation leaders, athlete managers, gym owners, music industry professionals, and artist communities interested in participating in the Fan Funded Series activation are encouraged to connect with the company as it expands its network.
Roberto Villa is the CEO, Founder, Executive Writer, and Senior Editor of FightBook MMA. Has a passion for Combat Sports and is also a podcast host for Sitting Ringside. He’s also a former MMA fighter and Kickboxer. He’s also the main photographer for the 4CornersMafia Car Club.
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