Riyadh Air unveils 'Sound of a New Era' sonic brand
This sonic identity, composed and orchestrated at the famous Abbey Road Studios, is the creation of a talented mix of Saudi and international artists, designed to tell stories across horizons.
Reflecting Riyadh Air's mission, the sonic branding creates a journey deeply rooted in cultural identity while setting a benchmark for global premium travel. The sound is a central pillar of Riyadh Air's brand universe, creating a sensory journey that inspires awe and connection. The Riyadh Air sonic identity will be subtly integrated into various touchpoints throughout the passenger journey, from boarding music and cabin announcements to in-flight entertainment and soothing meal service melodies.
'At Riyadh Air, we believe that a journey is more than just reaching a destination; it's about the experience itself,' said Osamah Alnuaiser, Senior Vice President of Marketing and Corporate Communications at Riyadh Air. ''Sound of a New Era' isn't just a sonic brand; it's the symphony of our brand promise. It's the sound of Saudi hospitality taking flight, heralding a new era of premium travel, infused with our rich cultural heritage and forward-thinking vision.'
The sonic branding process for Riyadh Air was a meticulous journey, blending artistry and innovation. The recording at Abbey Road Studios featured a live orchestra in collaboration with the Saudi National Orchestra and the Music Commission. Thirteen musicians from the Saudi National Orchestra played traditional Arabic instruments such as the oud, qanun, and ney, symbolising the harmonious balance between tradition and modernity. The collaboration also included the Saudi Orchestra's first female violinist, highlighting Riyadh Air's values of innovation, authenticity, and human touch through live instrumentation.
A defining feature of Riyadh Air's sonic identity is the seamless blend of digital soundscapes with traditional instruments, brought to life through live recording. This fusion reflects Riyadh Air's dual nature: a brand deeply rooted in Saudi culture yet forward-looking and technologically advanced. Digital textures symbolize innovation and progress, adding depth and complexity to the compositions. When paired with the organic warmth of live traditional instruments and orchestral arrangements, the result is a rich, layered sound that bridges the past and future.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Gulf Insider
a day ago
- Gulf Insider
Lufthansa to Relaunch Riyadh–Munich Route
Lufthansa is set to expand its presence in Saudi Arabia by around 50 per cent with the relaunch of its non-stop Riyadh–Munich service from October 27, 2025. The route, last operated in 2017, will connect the Saudi capital directly to the airline's five-star Skytrax-rated Munich hub, enhancing links to Lufthansa's global network. Operating every Monday, Wednesday, and Friday, Flight LH641 will depart Riyadh at 6.25 am, arriving in Munich at 10.25 am — offering ideal onward connections to more than 130 destinations across Europe, America, and Asia. The return service will operate on Sunday, Tuesday, and Thursday, departing Munich at 9.45 pm and arriving in Riyadh at 4.50am the following morning. The service will be operated by the Airbus A350-900, seating 293 passengers across Business, Premium Economy, and Economy Class. Economy return fares will start at SR1,495 ($399). This new connection complements Lufthansa's daily Riyadh–Frankfurt service and boosts total Lufthansa Group flights to Saudi Arabia to 25 per week, including operations by ITA Airways and Eurowings. Across the Middle East, the Lufthansa Group now serves the region more than 120 times weekly. Sadiq Mohamed, General Manager Sales Saudi Arabia at Lufthansa Group Airlines, said: 'Munich is one of the most popular destinations in Western Europe for many of our customers. The airport itself is a relaxing, convenient, and beautiful gateway, whether travellers are connecting onward or visiting the city and its stunning surrounding region, known for its castles and picturesque lakes near the Alps.' The renewed route comes as demand for Riyadh flights grows, supported by Saudi Arabia's Vision 2030 agenda, major global events such as Expo 2030 and the FIFA Men's World Cup 2034, and the city's ongoing economic transformation. Also read: 50,000-Year-Old Artifacts Unearthed In Al-Quraynah Town In Riyadh
Gulf Weekly
6 days ago
- Gulf Weekly
Shields up!
A beloved children's book written by a Bahraini author has been made into a cartoon series, and officially released this week, teaching young minds valuable lessons in gratitude, integrity, patience and more. Faris wa drou'oh Al-asher ('Faris and his 10 shields') penned by Nada Fardan hit the shelves back in 2015, and is a collection of 10 short stories, each dedicated to a particular 'shield' or virtue. The Sanad resident had originally submitted her work at the popular Sharjah Award for Arab Creativity and after receiving a positive feedback and praise from the jury, decided to publish it. However, the idea for it to be adapted as an animated series Durro'a Al-Faris ('knight's shields') struck last year after Saudi writer Fahad Al-Qahtani reached out to Ms Fardan, and the duo worked with animation company Cartologia to bring the tales alive in a rhyme format. Over the last year, three of the 10 episodes were created and the first episode of the series was screened at Abdulrahman Kanoo Cultural Centre in Riffa during an event. It also featured a themed competition for children, an interactive session singing the rhyme featured in the cartoon, and a book signing, among other things. Nada emphasised that the series delivers authentic Arabic content rooted in local cultural and environmental values. 'I'm thrilled to see that my story will now reach a wider audience,' Nada told GulfWeekly. 'Our goal is to reinforce identity, instill a sense of belonging, and present engaging, value-driven stories that maintain the simplicity and excitement children love. 'This is a big project and we're in the process of working on the remaining episodes. The first three are available on my YouTube channel (@al-nadaworkshops),' the 39-year-old added. The series revolves around young Faris ('knight' in Arabic), who faces life's battles with unwavering courage and resilience thanks to his shields or virtues that guide him – the Shield of Self-Confidence, which empowers Faris to believe in himself; the Shield of Cultural Difference, which celebrates diversity and understanding; and the Shield of Gratitude, fostering appreciation, among others. According to the architect-turned-full-time-author, she always strives to write stories that can resonate with children from diverse backgrounds and nationalities, with some of her books featuring characters with special needs, nodding to her inclusive approach. One of her recent titles Manba'a Al-Jood ('source of bounty') was officially unveiled at the Sharjah Children's Reading Festival this year and highlights the idea that something good can only be built on strong, noble foundations. Her first children's book One Trunk Away – the heartwarming tale of Harry, a young elephant, and his mother, who gently encourages him to face new challenges on his own – also released this year. 'We are considering having English subtitles for the animated series (Durro'a Al-Faris), so more children can enjoy it,' Nada revealed. Other books by the author include Faris fi zaman Al-goos ('Faris in the Pearling Age'), Ebtisamet Shamoosa ('Sunny Smile'), and Hamama Nodi ('Nodi the dove').
Gulf Weekly
31-07-2025
- Gulf Weekly
All eyes on the music
Serving up a softer, more contemplative side of their signature Afro-Khaleeji sound, Bahraini fusionists Majaz have released the fourth single from their upcoming EP. Titled Aini, the song dropped on July 25 and introduces a sonic shift for the group, which is known for its energetic, upbeat rhythms. Built around the term of endearment 'aini' which translates in Arabic to 'my eyes' or 'my beloved' and is commonly used across Khaleeji dialects, the track embodies compassion and empathy. 'This song reveals a different side of Majaz,' the band's guitarist Hameed AlSaeed told GulfWeekly. 'It highlights the more chill vibe of our Afro-Khaleeji sounds. 'Musically, it stands in contrast to the rest of the EP, which is much more energetic.' The lyrics in Aini serve a dual purpose. On the surface, they appear as a heartfelt conversation with a loved one. But beneath that is a broader commentary on the gradual erosion of deep human connection in the digital age. The double meanings throughout the song make it relatable on multiple levels, whether listeners interpret it as a love ballad or a reflection on modern disconnection. 'The song sheds light on the importance of human connection in a world where real, deep human interactions are becoming increasingly scarce, gradually losing their significance and weight amidst the ever-evolving ways through which the age of information shapes the way we communicate,' Hameed explained. In keeping with the band's commitment to preserving and evolving Khaleeji musical heritage, Aini incorporates 'Sawt Shami', a rhythmic pattern rooted in 'Fann As-Sawt', an urban art form that has played a significant role in Gulf music for centuries. While the band often experiments with Khaleeji rhythmic foundations, the use of 'Sawt Shami' in this track signals a deliberate nod to 'one of the timeless pillars of Khaleeji musical heritage', repackaged in a modern aesthetic. 'The song was written in mid-2022 and we have also played it live in many of our shows, where it got shaped into the final version,' bassist Salah Alawi added. 'The challenge was testing the song couple of times in front of the audience before hitting the studio.' The single follows Ya Lala (a vocable commonly used in Khaleeji culture and music as a display of joy and care-free sentiments), Heila Hei (a generational Bahraini phrase with no particular linguistic meaning), and Ala Wain (Arabic for 'to where'), which have received praise for their creative fusion of genres. Like its predecessors, Aini will be part of Majaz's upcoming and as-yet-unnamed five-track EP, which is expected to be released by the end of 2025 or early 2026. Made up of Bahrainis Hameed, Salah, cellist Jehad Al Halal, and Saudi percussionist Abdulla Faisal, the quartet is currently planning shows across the region. Aini is now streaming on all major platforms.
