AirAsia Group Launches Yet Another New Route: Music
Photo Credit: RedRecords' marquee first artist is Thai pop-artist and influencer Jannine Weigel. AirAsia Group
Skift Take
Go on, roll your eyes. When you're done, think again and you might see the strategic value of AirAsia's grand music masterplan.
Tony Fernandes is evidently having a lot of fun transforming AirAsia Group into more than just an airline business. Having just launched the first fast-food chain featuring airline food last week, the group CEO unveiled at a press briefing in Kuala Lumpur on Friday a new music label, RedRecords, in partnership with Universal Music Group.
So, okay, you can’t help but ask: Isn’t this going too far off the mark in transforming an airline?
To some, it may come across as Fernandes being sentimental and going back to his roots as a music man. A music man turned airline man turned music man. He was with Warner Music Group for 12 years, from senior financial analyst to vice president for the Southeast Asia region. So he knows music.
But a recording of the press conference obtained by Skift shows there is meaning to the madness and that the move is the curtain opener for AirAsia Group to enter Asia's events space, including organizing
