As someone who cares so much about airline boarding music that I keep a list of my favorite tunes, here’s something I’m both excited and sad about…
In this post:
Qatar Airways partnering with composer Hans Zimmer
Qatar Airways has announced that it’s partnering with Oscar and Grammy award-winning composer Hans Zimmer for a new sonic identity for the airline, featuring a signature sound “that will elevate the passenger experience onboard and beyond.”
Once created, this will be featured as the new boarding and landing music, and it will also be released as a full musical album on major streaming platforms, and across the carrier’s social channels. The airline describes this as being part of its “commitment to delivering memorable and emotionally resonant journeys.”
Here’s how Qatar Airways Group CEO Badr Mohammed Al Meer describes this:
“At Qatar Airways, we aim to inspire the world with every new horizon and music plays a powerful role in shaping the emotional journey of our passengers, both in the air and on the ground. We are thrilled to partner with Hans Zimmer to compose our new signature music, exclusively for Qatar Airways. This bespoke soundscape will be more than just music; it will be a reflection of our brand’s elegance and ambition. Our partnership with Hans Zimmer marks a bold new chapter in the Qatar Airways experience, one that deepens the emotional connection with our passengers and enhances every moment of their journey.”
Meanwhile here’s what Hans Zimmer had to say:
“It’s an honour to collaborate with Qatar Airways on this visionary project. Together, we’re crafting a sonic experience that reflects the beauty of travel and the pioneering spirit that defines this world-class airline.”
I’m both happy and sad to see this development
As someone who loves airline boarding music, I’m of course delighted when airlines invest money into that aspect of the passenger experience (and my gosh, I can’t imagine how much money Qatar Airways is spending to get a whole album of Hans Zimmer music). It shows such an attention to detail that you don’t find on many airlines.
That being said, I adore Qatar Airways’ current boarding music, created by local Qatari composer Dana Al Fardan, and I just find it to be so incredibly calming and relaxing. The initial track was “The Awakening,” the second track was “The Dawn,” and the third track was “The Ascent.” You can find them below in chronological order. I’m not sure which I love most, as they’re all so great.
So I’m sad to hear that these will no longer be played at some point, though at the same time, I’m sure whatever replaces it will be great.
I can’t help but wonder if this development is almost a competitive response to airline startup Riyadh Air, which revealed its high profile brand sonic before even launching operations.
We know the two carriers are sort of going at one another, with Riyadh Air CEO Tony Douglas having stated that it’s “haram” that “the number one premium passenger for Qatar Airways, are Saudi nationals,” and Qatar Airways has responded with some pretty shady ads.
Bottom line
Qatar Airways is partnering with Hans Zimmer on its new sonic identity, including the introduction of a new boarding music track. As a self proclaimed connoisseur of boarding music, I’m very excited to see what this collaboration leads to, though I’ll miss Dana Al Fardan’s trilogy. Oh well, I guess I can always still listen to it at home!
What do you make of Qatar Airways partnering with Hans Zimmer?
I will be honest I actually prefer the boarding music and all the works that Dana has done for Qatar Airways and Hamad International Airport and the rest of her works. Nothing against Mr. Zimmer but Ms Al Fardan's work speaks for itself
Whoever (methinks it was probably an American) conjured up the term 'sonic identity' out of their arse, ought to be lined up against a brick wall and.....
Theme song. Theme music. Still works for the rest of the non-wanky world.
Meh...there's United's Rhapsody in Blue, and then there's everyone else.
Ben, thanks for the links to the current boarding music of QR. Having flown with QR about 50 times in the last 12 months I must say that I only heard the last one (The Ascent) and that probably in a shorter version. The full versions indeed are nice but in general the QR boarding music never really appeared to me as something very special. At least it didn't annoy me like the stupid safety...
Ben, thanks for the links to the current boarding music of QR. Having flown with QR about 50 times in the last 12 months I must say that I only heard the last one (The Ascent) and that probably in a shorter version. The full versions indeed are nice but in general the QR boarding music never really appeared to me as something very special. At least it didn't annoy me like the stupid safety video with Kevin Hart. That is funny if you look at it once. But after the second time it is getting increasingly annoying every time you have to watch it.
Ironic that Hans Zimmer so willingly works with a middle eastern company based in a country riddled with human rights violations and yet during his concerts he is sure to show off his token South American musicians and talk to the evils of Russia.
Nothing like another rich, virtue signaling quasi celebrity bathing in hypocrisy.
Artists work with clients globally all the time - composing airline music isn't exactly a political endorsement. Plus, doing business with only the perfectly virtuous is borderline impossible these days. Like the kid saving turtles on the beach - you can't counter every bad actor, but you can at least help where you can.
They should have teamed up with Danny Elfman.
They would finish boarding A380s in five minutes.
Hans does the "sonic identity" for my BMW ix. It's very underwhelming. Not sure why anybody would get any sort of excitement or disappointment from this.
Um…yay?
Put me down as someone who preferred the trilogy more.
@ Aaron -- To be clear, we don't know what the music will sound like yet. The first video in the post is just a selection of Zimmer's music.
Oh I am familar with his music…he just wouldn’t be my first choice for something like this. Guess we will have to wait and hear…