Latest news with #SoundofaNewEra
Campaign ME
15-04-2025
- Business
- Campaign ME
Breaking down the anatomy of Riyadh Air's sonic identity
Riyadh Air has unveiled its sonic identity — one of the airline's first guest experience touchpoints — as it prepares for its inaugural flight in 2025. The carrier worked with UK-based audio branding agency Sonicbrand to create a sensory experience designed to accompany passengers through every stage of their journey. The Saudi Music Commission and the Ministry of Culture also supported the making of the airline's sonic identity. To find out more, Campaign Middle East secured exclusive access to the making of the sound of Riyadh Air. Titled Sound of a New Era, the sonic identity was launched earlier this year across the airline's social media channels, with supporting creative assets including a short film and a four-minute documentary. The music was recorded at Abbey Road Studios in London, where 13 musicians from the Saudi National Orchestra performed on traditional Arabic instruments including the oud, qanun and ney. The airline said its approach was to 'capture the balance between traditional and modern characteristics of Saudi Arabia', resulting in a sonic palette that fuses digital soundscapes with classical instrumentation —'symbolising our commitment to preserving heritage and embracing innovation'. Insights into Riyadh Air's sonic identity Sonicbrand spent several months researching the airline's brand and ethos to inform the sound strategy and ensure the identity could be implemented consistently across touchpoints. 'We took a very deliberate, research-led approach,' said David Marcus, Managing Director at Sonicbrand. 'A key part of our immersion process was a series of in-depth stakeholder sessions across the organisation. We spoke with the C-suite, brand leadership, guest experience, product design and customer loyalty teams to understand how sonic branding could support the customer journey.' As part of its research, Sonicbrand identified that many airlines used their sonic branding inconsistently —sometimes to negative effect. 'In some cases, a 20-second loop of boarding music became quickly irritating to passengers,' said Marcus. To avoid that risk, the agency looked beyond the airline sector, drawing lessons from lifestyle and luxury brands that use sound to enhance customer experience. 'This gave us valuable insights into how audio can connect emotionally, reinforce brand messaging and inspire loyalty,' he added. Resonating with and enhancing customer experience through sonic branding The target audience for Riyadh Air's sonic identity is diverse, including frequent travelers, business professionals, cultural explorers (both international and Saudi), luxury enthusiasts, tech-savvy millennials and Gen Z, families, and the larger Saudi diaspora. The airline said it wanted its sonic brand to be 'versatile, conveying sophistication for business travelers, evoking discovery for cultural explorers, feeling premium for luxury travelers, being engaging for younger audiences, and fostering pride for Saudis.' To capture this, the team worked on ensuring that the airline's sonic identity was seamlessly enjoyable across every touchpoint of the customer's journey. 'A great example of this was our approach to creating the boarding music,' Marcus added. 'Learning from our sector analysis, we designed different, evolving musical soundscapes for day and night that would deliver the brand personality and create the right ambient sound for the boarding experience.' He further explained that the music was tested through the in-flight speakers across Riyadh Air's fleet of aircrafts. 'We adjusted the frequency levels to make sure that no matter where you're seated — whether it's at the front of the aircraft or the back — the listening experience remained consistent, immersive, and emotionally uplifting.' Riyadh Air has said that since it hasn't taken flight yet, the full impact of its sonic branding remains unknown. However, it claims that early feedback has been positive since the music is making the rounds on social channels and brand campaigns. The launch film has collected more than 6m views on Riyadh Air's YouTube channel and more than 1m views on Instagram. At this stage, Riyadh Air and Sonicbrand say the goal is to measure emotional response and brand association over time.
CairoScene
17-02-2025
- Business
- CairoScene
Riyadh Air Unveils Official Theme Music ‘Sound of a New Era'
Crafted by over 60 musicians, the soundscape features a fusion of digital tunes with traditional instruments. Riyadh Air has launched its official theme music, 'Sound of a New Era', composed at the iconic Abbey Road Studios in London. Crafted by over 60 Saudi and International musicians, the soundscape will accompany passengers throughout their journey, from boarding music and safety announcements, to in-flight entertainment and meal service melodies. T he composition is performed by 13 musicians from the Saudi National Orchestra on traditional instruments such as the oud, qanun and ney. The ensemble also featured the orchestra's first female violinist. Osamah Alnuaiser, Senior Vice President of Marketing and Corporate Communications at Riyadh Air, described the piece as "the symphony of our brand promise," representing Saudi hospitality and a new era of premium travel. The recording, which spanned 12 hours and took eight months to produce, features a fusion of digital soundscapes with traditional instruments. Riyadh Air is set to begin operations in Q3 2025, with routes connecting Riyadh to Asia, Africa and Europe. By 2030, the airline aims to serve over 100 destinations worldwide.
Trade Arabia
17-02-2025
- Entertainment
- Trade Arabia
Riyadh Air unveils 'Sound of a New Era' sonic brand
Riyadh Air has released its captivating new sonic brand, 'Sound of a New Era,' revealing one of the first key guest experience touchpoints, with seats, airport and inflight products set to be shared in the near future, as the airline approaches its first flight later in 2025. 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.
Zawya
13-02-2025
- Entertainment
- Zawya
Riyadh Air unveils "Sound of a New Era" sonic brand, composed at Abbey Road Studios with Saudi and international talent
Composed and orchestrated at world famous Abbey Road Studios, and created by a mix of Saudi and international talent to create a piece that will tell stories across horizons Riyadh: Riyadh Air has released its captivating new sonic brand, 'Sound of a New Era,' revealing one of the first key guest experience touchpoints, with seats, airport and inflight products set to be shared in the near future, as the airline approaches its first flight later in 2025. This sonic identity, composed and orchestrated at the world-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, symbolizing 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. By leveraging sound as a storytelling tool, Riyadh Air continues to build a brand that is as memorable as it is aspirational, weaving moments of connectivity and discovery into the passenger experience. The story continues on Riyadh Air's social channels with behind-the-scenes stories – learn more @riyadhair. Discover Riyadh Air's new sonic identity, "Sound of a New Era," here: About Riyadh Air Riyadh Air, a PIF company, is a world-class airline. Launched in March 2023, the airline will be a digitally led, full-service airline that adopts the best global sustainability and safety practices across its advanced fleet of aircraft. Riyadh Air will equip its aircraft with the most advanced, state-of-the-art features with innovative, best-in-class cabin interiors and experiences, including next generation digital in-flight entertainment systems and connectivity solutions. Riyadh Air will connect guests to over 100 destinations around the world by 2030 through offering an exceptional guest experience with an authentic, warm Saudi hospitality at its heart. Website:
