Singapore Airlines introduces new sonic branding inspired by new batik motif

Aviation Updates Philippines – Singapore Airlines (SIA) has introduced its new sonic branding, or "sound branding," composed of various instrumental tracks that will be played on board SIA aircraft during boarding and landing, as well as in SilverKris lounges and other customer touchpoints such as SIA service centres.

Photo from Singapore Airlines

The new sonic branding, composed by the UK-based award-winning composer Rohan De Livera, is titled The Sound of Singapore Airlines and includes three ten-minute-long tracks: Singapore Airlines Landing Music, Singapore Airlines Boarding Music, and Singapore Airlines Lounge Music. SIA's iconic A Great Way to Fly jingle was incorporated into each track, and the main melody is inspired by SIA's new batik motif, which the airline unveiled late last month.

De Livera, together with musician Dominic Murcott and select SIA cabin crew and ground staff, spent several weeks examining the flowers in the batik motif and developing their color frequencies into 14 sets of melodic fragments. These fragments were then used to compose the melodies.

The process behind the making of SIA's new sonic branding is explained further in a short video titled Introducing the Symphony of Flowers, posted on SIA's official YouTube channel:

The Sound of Singapore Airlines is also available for streaming on Spotify.

"The Sound of Singapore Airlines embodies both our heritage and a seamless flying experience, supported by new digital solutions while reinforcing the world-class service standards that the airline is known for. This is a melody that will resonate with our customers, and will be easily associated with their travels onboard Singapore Airlines," Lee Lik Hsin, Executive Vice President-Commercial at SIA, said in a statement.

Aside from The Sound of Singapore Airlines, Singapore Airlines also has a host of other curated playlists on Spotify. Each playlist contains a wide selection of songs that match the ones found on SIA's award-winning KrisWorld in-flight entertainment (IFE) system, allowing users to listen to SIA's selection of music — from the latest pop hits to classic rock anthems and smooth jazz tunes — from the comfort of their own homes.