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Malaysia Airlines unveils new boarding music with traditional elements to play on brand identity

Malaysia Airlines unveils new boarding music with traditional elements to play on brand identity

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Malaysia Airlines (MAB) is switching up its boarding music by infusing more Malaysian elements via a blend of traditional musical instruments, reflecting the diverse cultural ethnicities. In line with the airline's Fly Malaysia campaign, the three-minute soundtrack is co-produced by the airline's new in-flight content service provider Aeroplay Entertainment. It features a mix of traditional instruments while offering a fresh and contemporary feel.

According to MAB, the score is an ode to Malaysian culture and features a variety of musical instruments from Malay, Chinese and Indian traditions an origins music. The melody includes sounds from the sape, an indigenous lute from Sarawak; kompang, a traditional Malay hand drum; erhu, a Chinese violin; guzheng, an ancient Chinse string instrument; and the sitar, a string instrument from Northern India.

MAB's group chief marketing and customer experience officer, Lau Yin May, said the new boarding music creates "the most inclusive environment" that showcases the depth and diversity of traditional Malaysian music that serves as a way for guests to immerse themselves in Malaysian culture before landing in the country. According to her, the boarding music reflects the country's diverse culture and is available on all flights as well as YouTube.

CEO and MD of Aeroplay Entertainment, Prakash Johari, said boarding music is not just soothing and relaxing, but also carries the identity of the airline and sets the tone for the journey.

"Keeping in mind the impact of boarding music as part of the passenger experience, we have composed a refreshing and upbeat track which is distinctively Malaysian. The music is inspired by Malaysia's deep-rooted traditions, especially its well-known hospitable culture," he added. Besides creating the boarding music, Aeroplay is also responsible for offering an immersive onboard experience for Malaysia Airlines guests, through creative content and studio partnerships.

Last month, the airline threw its weight behind the Cuti-Cuti Malaysia campaign to promote local travel by handing out subsidised airline tickets until 8 December for all domestic travels. The tickets are eligible for use until 30 June 2021 and is exclusively available for all bookings made on its website.

MAB is currently in the midst of a restructuring exercise and is in talks with lessors, creditors and key suppliers. In October, Bernama reported that the Malaysia Aviation Group (MAG) reportedly put forth an early retirement scheme for staff amidst negotiations with lessors and creditors over MAB's restructuring exercise. According to Bernama, a MAG Early Retirement Application form was made available to staff across all its subsidiaries, including MAB, Firefly, MASwings, MAB Kargo, AeroDarat Services, Hijrah Biru and the MAB Academy.

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