Passengers of Malaysia Airlines will get to enjoy a different kind of music when they fly with the airline. Recently, the airline has incorporated more Malaysian elements via a harmonious blend of traditional instruments, reflecting the diverse cultural ethnicities.
True to the airline’s Fly Malaysia campaign, the new three-minute onboarding music is co-produced by Aeroplay, the airline’s new inflight content service provider. It features a mix of traditional instruments, offering a taste of Malaysia while still factoring in a fresh and contemporary feel.
In a statement, MAB said the score is an ode to Malaysian culture, featuring 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 percussive 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.
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 on board 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.”
She further asserted that the newly composed onboard music creates the most inclusive environment that showcases the depth and diversity of traditional Malaysian music. Also, it is an excellent way for their guests to immerse themselves in the country’s pride and culture before they land in Malaysia.
Prakash Johari, CEO and Managing Director, Aeroplay Entertainment added that boarding music is not just soothing and relaxing but also carrying the identity of the airlines and sets the 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 commented further, “We are honoured being involved in this latest creation and are confident it will elevate what is already an exceptional inflight experience for Malaysia Airlines guests.”
Other than the new boarding music, Aeroplay has also created tailor-made in-flight entertainment content to offer passengers an immersive onboard experience through creative content and studio partnerships.
“Onboard Malaysia Airlines’ passengers will be spoilt for choice with 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,” added Johari.
