AirAsia takes a surprising new direction

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You’ve heard of Pop, J-Pop and K-Pop, but have you ever heard of ‘A-Pop’? Well, you will soon – if AirAsia has anything to say about it.

It’s no surprise that the airline industry has been knocked hard by COVID-19. But what may surprise you is that AirAsia has decided to try its luck in a whole new industry. Pop music, to be exact.

Intending to shine the spotlight on up and coming Asian talent, AirAsia paired up with Universal Music Group (UMG) in December, creating RedRecords. They have recently released their first official single, a euphoric dance-pop anthem titled Passcode, by Jannine Weigel and co-written by Jessie Reyez.

“AirAsia Group never stops innovating and while our airline operation had been severely impacted by COVID-19, we’ve taken the opportunity to fast track and enhance other areas of our business,” Tony Fernandes, CEO of the AirAsia Group, told Travel Weekly. “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,” said Mr Fernandes.

What do you think of AirAsia’s latest hit? Did you expect to see an airline migrate into the music industry?

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Written by Liv Gardiner



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