Malaysia Airlines has enhanced its inflight experience with a piece of brand new boarding music that infuses more Malaysian elements via a harmonious blend of traditional musical instruments to reflect the diverse cultural ethnicities.
Photo via Going Places by Malaysia Airlines
In line with the airline's Fly Malaysia campaign, which is aimed at promoting the beauty of Malaysia to the world, the original three-minute soundtrack features a mix of traditional instruments, offering a taste of Malaysia while still factoring in a fresh and contemporary feel.
The score is an ode to Malaysian culture, with a diverse medley of musical instruments from Malay, Chinese and Indian traditions and origins music.
The signature melody includes sounds from the Sape (An indigenous lute from Sarawak); Kompang (A traditional Malay hand drum), Gambus (A string instrument popularly featured in Malay folk music); Gamelan (An ensemble of percussion instruments, originating from Java); Erhu (The "Chinese violin); Ghuzeng (An ancient Chinese string instrument); Veena (An ancient Indian string instrument); Sitar (A centuries-old string instrument from northern India) and other ethnic musical instruments.
Photo via Airline Passenger Experience Association
Malaysia Airlines Berhad’s Group Chief Marketing and Customer Experience Officer, Lau Yin May said: "We take pride and responsibility in representing our beloved homeland the very moment our passengers step onboard our flights. Malaysian Hospitality is not just about providing quality service and attentiveness to passengers’ needs on board, but to also ensure they are introduced to our rich culture through music.”
“Our newly composed onboard music creates the most inclusive environment that showcases the depth and diversity of traditional Malaysian music that serves as a great way for our guests to immerse themselves in the country’s pride and culture even before they land in Malaysia. We are delighted to connect to our passengers through our brand-new boarding music that reflects the country's score of diverse cultures. The rich mix of ethnic instruments such as Sape, Kompang, Erhu, Gambus, Gamelan, Sitar and Veena, Ghuzeng that gives the piece an undeniably a harmonious Malaysian feel.”
Prakash Johari, CEO and Managing Director, Aeroplay Entertainment added that the boarding music is not just soothing and relaxing, but it 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, Malaysia Airlines has composed a refreshing and upbeat track that is distinctively Malaysian.
The music is inspired by Malaysia's deep-rooted traditions, especially its well-known hospitable culture.
In addition to the new boarding music, Aeroplay also creates tailor-made in-flight entertainment content to offer passengers an immersive onboard experience for Malaysia Airlines' guests, through creative content, strong studio partnerships, and a uniquely Malaysian bespoken boarding music.
Onboard Malaysia Airlines’ passengers will also be spoilt for choice with a broad diversity of films, TV shows, and music albums in various languages, ranging from English to Malay, Chinese, Thai, Tagalog, Indonesian, Japanese, Korean, Tamil, Telugu, Malayalam and Hindi.
Aeroplay Entertainment is also collaborating with major Hollywood and independent studios, and popular networks from around the world to curate its content even better.
So, what are you waiting for? It’s time to plan your next weekend getaway!
But remember, always follow the SOPs! Wear a face mask and maintain physical distancing of at least 1 meter from other people. Travel safe, guys!
By: Aishah Akashah Ahadiat
