Hah, the timing here is kind of funny. Earlier, I wrote about my favorite airline boarding music. Just now, airline startup Riyadh Air has revealed its brand sonic, which will be used as boarding music, in lounges, etc.
In this post:
Riyadh Air introduces “the sound of a new era”
Airline startup Riyadh Air is expected to launch operations later this year, and it’s probably one of the most well funded and ambitious airline startups we’ve ever seen. Executives at the airline have emphasized how the airline will be both detail oriented and digitally advanced.
Along those lines, the company has just revealed its brand sonic, which will be the soundtrack that the airline uses in marketing, and across the passenger experience. You can listen to it below. The airline describes this as “the sound of a new era,” which “beautifully blends our Saudi heritage with our vision for the future of travel.”
This was created in collaboration with The Saudi Commission of Music and The Saudi National Orchestra, and 13 musicians of 12 nationalities came together to create this musical piece. This was composed and recorded at Abbey Road Studios, the 94-year-old iconic musical hub in London.
The sonic brand video was filmed in four locations across Saudi Arabia, including a live orchestra on the tarmac, a violin at The Edge of the World, a nay at KAFD, and an oud in Diriyah. This page also has a behind the scenes video about how this was produced.
That’s some beautiful boarding music!
First of all, this is some of the best boarding music I’ve ever heard from an airline — it’s upbeat, it’s relaxing, and it has a cultural element to it.
What stands out to me the most about Riyadh Air releasing its brand sonic is just how much effort the airline is putting into little details. I mean, what airline has its own boarding music track at launch, let alone releases it months before even starting operations?
Typically I’d think such an airline is a joke (like a certain theoretical all-A380 operator that has revealed its champagne collaboration, and plans to have a status match, despite not having requested regulatory approval to launch), but obviously this reflects that Riyadh Air is going all-in on the details of the passenger experience.
The only legitimate airline I can think of in recent times that took a similar approach was Taiwan’s Starlux Airlines.
Of course there are much bigger details to the passenger experience that are yet to be revealed. In particular, I’m very curious to see what Riyadh Air’s onboard experience is like. The airline was supposed to reveal the details of cabins around the middle of 2024, but clearly that has been delayed quite a bit, given delays with 787 deliveries.
Bottom line
Riyadh Air has unveiled its brand sonic, which will be played during boarding, in lounges, etc. As someone who loves airlines with attention to detail and who always notices boarding music, I have to say, the carrier’s track is excellent. Even more than that, I kind of love that the airline released this brand sonic before even revealing what the interiors of aircraft will be like.
What do you make of Riyadh Air’s brand sonic?
Music for elevators? Quite boring…
That’s beautiful. Too bad Saudi Arabia will never be a tourist destination as long as they continue to violate human rights.
I more interested to see what the network is gonna look like.
Tony Douglas always speaks passionately about the lack of connectivity from Riyadh as well as the number of premium passengers originating from there, so it’ll be interesting to see how they’ll deal with that in the presence of Saudia which already serves the most profitable routes out of the capital.
My impression (could be wrong) is that Saudis will ficus more on Jeddah and Muslim pilgrims (already a bog market) whereas Riyadh Air will be the big playerin Riyadh.
Riyadh dies have premium demand there, but I think the alcohol ban will weaken its appeal as a connecting airline.
Very nice
Meanwhile, at Global Airlines HQ lol
This sounded great, looking forward to it. Interesting that the video featured women without head coverings.
I noticed that, too. Which makes me wonder about the airlines attitude towards the West moving forward. Are they going to be more like EK and QR and essentially be Middle Eastern in name only. I'm reluctant to give my business to any country that's a theocracy and I don't see KSA becoming more "global" despite their efforts to become some sort of global hub. Old habits die hard and KSA/Islam has a LOT of habits that simply don't conform to much of the modern world.
Its just hypocrisy.
Some of the most drunk ppl youll ever find are the ones that are all alcohol bad mmkay when at home.
Oh, I know. I've heard from formerly Muslim friends that "Allah can't see you in Dubai". Apparently Dubai is where they go to drink, be gay, etc...essentially do any and everything that is Haram. So yes, very much hypocrisy.
Absolutely beautiful