While airlines around the world continue to feel the effects of COVID-19, AirAsia is celebrating the success of a surprising pivot.
As we reported in December, the airline has ventured into the music industry through a partnership with Universal Music Group (UMG) to set up a new Asian-talent -focused record label, RedRecords.
The label has just announced the release of its first official single, “Passcode”, by Jannine Weigel.
“AirAsia Group never stops innovating and while our airline operation has been severely impacted by COVID-19, we’ve taken the opportunity to fast track and enhance other areas of our business,” AirAsia Group CEO Tony Fernandes said.
“This includes our content business which will play a major role in our transition into a super app and digital company and of course, RedRecords.
“The single marks the arrival of a new wave of Asian pop music, and I’m convinced ‘A-Pop’ is ready for its moment in the spotlight and RedRecords is going to be the driving force behind it.”
The song is produced by the Grammy-nominated record producer Tommy Brown, renowned for his work with Ariana Grande, Chris Brown, Fifth Harmony and more.
According to AirAsia, “Passcode” is a euphoric dance-pop anthem co-written by Canadian singer-songwriter Jessie Reyez, equipped with the sort of irresistible chorus that’s bound to get stuck in your head.
This came as the group announced the consolidation of its media solutions, including adtech, content and media-related offerings, under AirAsia Media Group.
According to AirAsia, its media arm will play an integral role in the airline’s fully integrated travel and lifestyle ecosystem-building efforts.