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Main Feature Marketing Southeast Asia

Rebuilding tourism after the pandemic: How the travel industry in PH is crafting its marketing recovery plan

Travel and tourism marketing has taken a different turn due to the COVID-19 pandemic. The major tourism industries have ceased activities in response to travel restrictions, which include the closing of airports, hotels, and travel agencies, as well as restrictions on mass gatherings worldwide, amongst others. This inevitably spills over to consumption behaviour where tourists have drastically shifted their lifestyles, coming to realise the risk and safety of the global health crisis.

Two years after the pandemic outbreak, travel restrictions and quarantines are now being lifted around the world. Many countries have started various marketing and promotional tourism campaigns to support travel recovery. For instance, the tourism marketing agencies of Maldives and Malaysia have recently announced their efforts in boosting inbound travel. Thailand has also launched many travel campaigns this year, like the recent partnership of the Tourism Authority of Thailand (TAT) and Thai AirAsia, jointly promoting travel to Thailand in key ASEAN and South Asian markets by utilising the airline’s increasing regional flight network.

Meanwhile, in the Philippines, the country’s Department of Tourism (DOT) has recently unveiled its new campaign called ‘It’s More Fun for All’, aimed at promoting inclusiveness and accessibility in the tourism sector. Moreover, DOT has launched a special playlist on Spotify, ‘Sounds More Fun in the Philippines’, which is a compilation of specially selected Filipino music that aims to welcome listeners back to the Philippine destinations they love, letting them relive epic travel memories. 

Another interesting campaign from DOT is the ‘ASMR Experience the Philippines‘ project, which seeks to bring people to certain destinations through ASMR videos that explore the natural sounds of a place, allowing one to tune into nature and be fully present in the moment.

As tourism in the Philippines has shown signs of bouncing back now that we are in the new normal, MARKETECH APAC’s The Inner State spoke with Maria Anthonette Velasco-Allones, Tourism Promotions Board Philippines’ (TPB) chief operating officer, and June Allenie Caccam, AirAsia’s head of marketing for the Philippines, to learn more about the marketing and promotional efforts of the travel and tourism industry today in the country.

Marketing and brand strategy of the Philippines’ tourism sector

While the pandemic has given the travel industry some pressing challenges, it also presented unique opportunities. According to Velasco-Allones of TPB, physical events and out-of-home advertising, which were very strong avenues for MICE and business travel promotions in the Philippines, were rendered moot at the height of the pandemic. However, the lockdown became an opportunity for the destinations to recuperate and recover from over-tourism.

At the same time, the Philippines took this time to rebuild a greener and more sustainable tourism industry. This allowed them to revitalise the tourism products they were going to market as soon as borders reopened.

“We increased our support to community-based tourism sites, providing various assistance in terms of enhancing capacities, particularly retooling skills in areas like digital marketing and leveraging the use of social media. Coincidentally, the pandemic made more tourists aware of the carbon footprint they leave when travelling; they now prefer less crowded destinations and those that support local communities,” said Velasco-Allones. 

Meanwhile, for airlines, Caccam listed some of the challenges they faced during the outbreak. This includes questions on safety, the uncertainty of lockdowns, changing intercity travel protocols, and emerging new COVID-19 variants, as well as the expenses to travel due to testing protocols and quarantine requirements.

“Along with the challenges came opportunities because people were forced to learn to adapt to new technologies and be more present online. Most brands fast-tracked their digital pivot to address the changing customer habits,” said Caccam.

In terms of the influence and marketing strategy reorientation in reigniting travel, TPB has developed new avenues to reach its stakeholders in the digital space.

“The pandemic [also] allowed us to strengthen our domestic tourism program. We were able to promote lesser-known destinations, and, through intensive policy implementation on health and safety protocols, we were able to reopen particular destinations and curate more exclusive experiences,” said Velasco-Allones.

For AirAsia, Caccam said they had to go back to the drawing board and identify the new pain points of its customers and the additional steps needed to include in their booking and travel journey. The airline has maximised all its digital assets to push relevant content to alleviate customers’ uncertainty like disseminating information about the different travel requirements and reminding them of the travel protocols a few days before their flight. 

“We also leveraged on ‘collaborative tourism’ and strengthened our partnerships with different stakeholders in the tourism industry such as the Department of Tourism, local tours and restaurants, and hotel and resort partners,” she added.

As the pandemic-related travel restrictions are now being eased, there are factors the tourism sector considers when creating tourism campaigns during the new normal. For TPB, the imperatives in creating tourism campaigns post-pandemic are revisiting the new avenues where the audience consumes content, redirecting its efforts in building travel confidence, and making sure that its tourism products and services are both sustainable and inclusive for this discerning market of travellers. While for AirAsia, the campaigns are now more personalised based on the segment, destination, and travel behaviour.

Future of tourism in the Philippines

Technology in the tourism sector will primarily be adopted in its marketing and business engagement from the point of sale to the collection of feedback, according to TPB.

Velasco-Allones noted, “Augmented Reality, Virtual Reality, and the Metaverse are just new platforms by which we intend to engage our current and potential consumers. The unique virtual environments will allow for availment, enjoyment, and sharing of tourism experiences in a broader more visually immersive digital world.”

Meanwhile, Caccam shared, “These technologies such as AR/VR and meta verse are innovative and creative channels that can help brands acquire new customers, provide a wider reach and upsell new products by bringing to their homes the brand experience.”

And now that the Philippines’ borders are open to international tourists, the tourism sector is working continuously on improving the systems to ensure that visitors will have a seamless and still fun experience for the duration of their stay in the country. 

Velasco-Allones said, “One of our approaches is keeping our tourists up-to-date with the latest travel advisories and health requirements for local destinations through digital innovations. The TPB also continues to enhance its digital content development and distribution to make sure we are able to promote the Philippines on all relevant platforms.”

Caccam also shared, “AirAsia is a digital and lifestyle platform for everyone and we aim to be our customer’s everyday app. We are more than just an airline, we are a one-stop-shop for all your travel and lifestyle needs.”

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Platforms Featured Southeast Asia

airasia’s first VTuber, Aozora Kurumi, to cease activities on August 7

Kuala Lumpur, Malaysia – Aozora Kurumi, the first virtual YouTuber (VTuber) under airasias’s VTuber arm Project Kavvaii, is set to retire from her online activities on 7 August this year. It should be recalled that the VTuber just recently came back from a one-month hiatus.

In a statement released by Project Kavvaii, her content within her YouTube channel and social media channels will remain a part of the airasia ecosystem.

“Although this announcement comes so soon after Kurumi’s return from her hiatus, she wishes to spend her remaining month with all of her friends and fans with joy and happy tears. The team respects her decision and expresses its gratitude for her amazing work. We wish her all the best in her future endeavours,” the agency stated.

They have also recognised her achievements during her year-long role as a VTuber for the agency, noting her growth as a content creator and building connections with members of the VTuber community.

Kurumi is the first VTuber under Project Kavvaii, where she first debuted on May 8, 2021. In an interview made by MARKETECH APAC to Rudy Khaw, chief brand officer at airasia, he noted VTubers like Kurumi are just as impactful as normal influencers.

“[There is] the ability to engage with a fan base [or] followers through similar interests and also because it is also so driven by personality, which is the core of what attracts a following,” he stated.

Project Kavvaii first announced auditions in March 2021, and a second wave in November 2021. At the moment, the agency also has its Lunetide generation, consisting of talents Airi Gwynevere and Mikazuki Mai.

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Marketing Featured Southeast Asia

AirAsia X’s Rafidah Aziz resigns from chairman role 

Sepang, Malaysia – AirAsia X, the medium to long-haul affiliate airline of AirAsia Aviation Group, has announced the resignation of Rafidah Aziz from her leadership position as chairman of AirAsia X.

Aziz was appointed as an independent non-executive director and chairman of the board on 3 March 2011, and was re-designated as a senior independent non-executive chairman upon listing of the company on 10 July 2013. 

Speaking on her resignation, she said, “I will be 79 this year and will have served the term allowed as an Independent Director. I would then need to comply with the change in status from Independent to non independent Board member and the other ensuing requirements. I have therefore decided to resign from my position as chairman of AAX and this will take effect from 1 July.” 

She added, “I feel AAX should appoint new people to the board to take the company forward especially after the restructuring exercise. It has been a very good experience for me, having developed so many friendships with the Allstars at all levels, which I will always cherish.”

Meanwhile, Tony Fernandes, CEO of Capital A and founder of AAX commented, “Tan Sri Rafidah has always been much more than a Chairman. As an incredible trailblazer in so many ways, she was a rock and my backbone during the ups and downs of AirAsia and importantly, a friend and mentor for my own personal life. She was always there to give support and did not hold back in sharing her sharp insights.” 

He added, “While she is retiring, Rafidah will always be very much a part of the AirAsia family and her leadership will continue to inspire all of us. I’m sure we will continue to seek wisdom and guidance from her as we head into our next chapter.”

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Main Feature Marketing Southeast Asia

Top Story: How airasia ride looks to disrupt e-hailing as it marks regional expansion

As airasia ride, AirAsia’s e-hailing service, approaches its first anniversary, it recently revealed news everyone’s been waiting for – its expansion outside its headquarters in Malaysia.

Finally, airasia ride is soon to be available in Indonesia, the Philippines, and Thailand, and the launch is nothing short of pivotal as it meant shaking the competition that continues to be led by pioneers Grab and Gojek in the said markets.

As our Top Story for May, we sat down with Chiew Shan Lim, the regional CEO of airasia ride, who shared with us their vision and plans as the company expands the e-hailing to the region. 

Lim shared they’re not belligerent with the competition, but are eyeing to disrupt the market by filling in the gaps that current players are missing. 

In the conversation, Lim spoke of a common occurrence in ride-hailing today that he believes only puts us back to square one when we used to deal with traditional taxis. 

Usually, during peak hours, prices surge due to the scarcity of drivers, and Lim said this is a disservice to consumers. 

Why does the customer have to be penalised and have to pay more when you don’t have enough drivers. So we do not believe in that

Chiew Shan Lim, Regional CEO, airasia ride

“A driver should be compensated for the extra hour in a jam or the extra distance they need to travel for extra patrol and their time. But you can not [also] simply multiply the price just [because] there aren’t enough drivers [for customers],” Lim added. 

airasia ride is also turning the ecosystem on its head by decentralising the focus on consumers, and equally strengthening the commitment of the platform to drivers as well.

It recently launched the LadiesONLY ride which gives female passengers the option to ride with lady drivers–and vice versa. Lim said that, for drivers, the aim is to reduce the entry barrier for ladies to become a driver on the platform, where female would-be drivers continue to have reservations due to safety reasons. 

Watch the full interview with Chiew Shan Lim who shared with us the e-hailing’s disruptive goals through trailblazing plans for drivers as well as their foresight into each of the markets. Hear him also share his insight as airasia ride finally ends the monopoly of Grab in the Philippines. 

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Marketing Featured Southeast Asia

Of VTubers and influencer marketing: The case of airasia’s Aozora Kurumi

If there is one facet of marketing that is seeing more growth than ever, it would be influencer marketing. The latest data from Statista notes that the market has reached US$13.8b in market size as of 2021, compared to just US$6.5b in 2019. This is all thanks to the rise of the content creator economy, primarily banking on interactions and purchasing powers from their fanbases.

It is no wonder why various forms of influencer marketing have popped up, ranging from real-life influencers like gamers and beauty gurus to virtual ones such as Rozy and Rae. But there is one facet that is considered the middle ground between human and virtual influencers–these so-called virtual YouTubers or ‘VTubers’.

What started out as a niche industry in Japan, VTubing, in general, gained popularity in 2019 as various agencies and brands ramped up in debuting new VTubers into the scene. It is no wonder why global brands such as Crunchyroll, Netflix, MSI, and Suntory have their own VTubers, primarily used to engage with their online fanbase and create new avenues for brands to engage with.

This is the case for the multinational company airasia, which announced the launch of their VTuber project called ‘Project Kavvaii’ in March 2021. Months later, they debuted their first-ever talent Aozora Kurumi in May 2021. Since then, Kurumi has completed over 150 streams and amassed more than 22,000 subscribers and over 1.2 million views on YouTube.

As she recently celebrated her one-year anniversary, MARKETECH APAC’s The Inner State spoke with Rudy Khaw, group chief brand officer at airasia Super App, to learn more about what they have learned dealing with VTubers and how their existence plays out in the influencer marketing scene.

How airasia has worked with influencers in general

Being a multinational company, airasia believes in the importance of representing diversity across their platforms, more specifically in how they tap into influencers to promote their brand. One of those examples was their latest launch of the ‘Red Radio’ in a bid to promote Asian artists on air, and their record label ‘RedRecords’ which has signed artists such as Jannine Weigel and Airliftz.

Khaw found out that with influencers, there wasn’t anything they could really own. It should be noted that there is a difference between a virtual influencer and a VTuber. While a virtual influencer is a computer-generated ‘persona’ that uses AI to shape its personality, a VTuber has a real person behind a digitally-drawn avatar, rigged by a face-tracking software to move the model.

“We also saw some limitations with virtual influencers as it didn’t feel genuine enough for two-way engagement,” he stated.

Khaw was referring to airasia’s previous venture into virtual influencers with the launch of their virtual influencer called Miss AVA. Said influencer was modelled after their chatbot named AirAsia Virtual Allstar (AVA).

He then noted that with their venture to VTubers, they have seen an opportunity to connect with a new online avenue across their followers online.

“When we explored the VTuber space, what we loved most about it is the genuine interaction and community-building opportunity it offers,” he added.

This reflects Project Kavvaii initial vision for their VTuber endeavour, which aligns airasia’s transition from an airline company to a lifestyle brand with the airasia super app, including a focus on the importance of content creators such as VTubers. In addition, the project aims to fast-track airasia’s growth by leveraging its digital capabilities, such as artificial intelligence and facial recognition.

On Aozora Kurumi’s impact as a VTuber and influencer

With Aozora Kurumi officially celebrating her one year anniversary, Khaw stressed out Kurumi’s importance in the online scene, as it allowed them to tap into a new demographic that could potentially be new customers.

“Kurumi’s following has grown healthily over the past few months and it’s definitely created a new set of audience for us. More recently, Kurumi has been exploring pre-recorded content, which is the beginning of more offline content to come,” he stated.

Aside from the typical type of content Kurumi streams such as gaming and karaoke ones, she is also involved in several brand activations for airasia, including a large giveaway stream, done in celebration of airasia’s 20th anniversary.

When asked how is VTubing just as impactful as normal influencers, Khaw said, “[There is] the ability to engage with a fan base [or] followers through similar interests and also because it is also so driven by personality, which is the core of what attracts a following.”

He also stated that while Project Kavvaii is a fairly new initiative that is unlike any of their previous endeavours, Kurumi’s presence brings value to their airasia Super App.

“Project Kavvaii is a part of airasia Super App; the value that Kurumi or the Vtuber space, in general, brings to the Super App is content. It opens up doors for us to explore more content opportunities in the future and develop our ideas to engage consumers beyond the transactional space.”

Brand advice to entities tapping into the VTuber space

When asked about what brands should keep in their mind in launching their own VTubers, Khaw said that they always put the talent first, not the brand, in order to create much more genuine traction for both the brand and the talent from their new audience.

“Don’t go into it like you would with influencers or other typical advertising projects. It’s a different space altogether and it’s really about fostering a community. It’s also important to remember that it’s not always about putting your brand out there from the get-go or all the time. The fan base will gather and latch onto your brand organically, don’t force it,” he stated.

Khaw’s advice mirrors his previous statement upon Kurumi’s debut, where he stated that they foresee the project to be a game-changer in the future of streaming content in the ASEAN region. 

“As a digital company, the constant change in the way people consume online content drives us to explore cross-industry innovations with Project Kavvaii to stay relevant and ahead of trends. We hope to see Aozora Kurumi taking the content world by storm very soon,” he said.

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Platforms Featured ANZ

AirAsia makes available flights from Air New Zealand on super app

Kuala Lumpur, Malaysia The list of airlines available on the airasia Super App’s Online Travel Agent (OTA) platform continues to grow as Air New Zealand become the latest airline to authorise the sale of its flights on the region’s growing super app. 

Through this commercial collaboration, Air New Zealand’s flights will be available under the ‘Flights’ section of the airasia Super App, aimed at bringing the authentic Kiwi experience to everyone and connecting travellers to discover over 20 New Zealand destinations such as Auckland, Queenstown, Christchurch and more. With its innovative ideas, onboard products, aeronautical design, brand identity and customer service, Air New Zealand has won numerous awards, most recently crowned the World’s Safest Airline 2022 by AirlineRatings.com.

Amanda Woo, CEO of airasia Super App said, “The airasia Super App is a robust and complete OTA platform which is underpinned by a wealth of data that we have gathered over the past two decades, making it the perfect marketplace for airlines around the world to reach the right target audience. Since our completion as a full-fledged OTA in October last year, we have been observing double digit growth month-on-month for bookings of other airlines through our OTA platform.” 

“We would like to welcome Air New Zealand onto our OTA platform, and we look forward to providing all travellers with the best deals with our airline partners through the airasia Super App,” Woo added.

General Manager Asia of Air New Zealand, Jonathan Zhang, commented “With borders reopening, we are excited to welcome back international travellers onboard Air New Zealand through the airasia Super App platform. We continue to offer wide choices, flexibility and our unique Kiwi experience for our customers to fly comfortably and confidently.”

Aside from Air New Zealand, the airasia Super App OTA platform also includes over 700 other airline partners, such as, Air Canada, Air France, Air Mauritius, BQatar Airways, Turkish Airlines, and Philippine Airlines, amongst others.

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Platforms Featured Southeast Asia

airasia’s Project Kavvaii enters second year with new VTuber debuts

Kuala Lumpur, Malaysia – Project Kavvaii, the virtual YouTuber (VTuber) endeavour of airasia, has announced the debut of two new VTubers namely Airi Gwynevere and Mikazuki Mai. Together, Gwynevere and Mai form the agency’s ‘Lunetide’ generation.

The new VTuber debut comes after Project Kavvaii announced a second round of VTuber auditions in November 2021. In addition, the debut also follows the success of its first-ever VTuber Aozora Kurumi, who debuted on 8 May 2021. At the moment, Kurumi has completed over 150 streams and amassed more than 22,000 subscribers and over 1.2 million views on YouTube.

Speaking about the new talents, Rudy Khaw, group chief brand officer at airasia Super App, said, “We are very happy with how our first virtual idol, Aozora Kurumi has taken off one year into airasia Super App’s content streaming journey. Our long term goal is to have Project Kavvaii develop into a virtual talent arm that provides entertainment and engagement opportunities for fans, brands and communities.”

He added, “We remain steadfast in our stand that people consume online content differently today, and we want to push the envelope of innovation to stay relevant with online communities and market trends.”

Gwynevere’s debut will be held on 23 April, while Mai’s debut will be held on 24 April on their respective YouTube channels.

Project Kavvaii was launched in March 2021 by airasia to discover and develop virtual idols in Southeast Asia. In an interview with MARKETECH APAC for its airasia and pixiv fan art initiative, Izal Azlee, senior manager for content strategy at airasia, noted that there has been a positive relationship that they have observed between fans and the brand themselves, viewed on the gradual reception of these communities to the brand in focus.

“For brands, we would say learn about the community first to see what it’s all about and understand what this would mean, not just to the brand but to the community. It isn’t a walk in the park, so there’s a lot of learning. From our experience the best way to excel here is to listen to the community and VTubers,” Azlee told MARKETECH APAC.

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Marketing Featured Southeast Asia

AirAsia PH partners with Vote Pilipinas to promote responsible voting

Manila, Philippines – AirAsia in the Philippines has partnered with independent voter information campaign organisation, Vote Pilipinas in a bid to further promote voter education and responsible voting in the country. This is in line with the upcoming national elections happening on 9 May this year.

The airline will also actively participate serving as Vote Pilipinas’ communications partner, broadcasting the series of voter education webinars and Presidential and Vice-Presidential debates to more than 12 million followers of the airasia Super App Facebook page.

In addition, AirAsia Philippines is making the remaining series of Vote Pilipinas Presidential Debates and webinars – Kalusugan (Health), Kamalayan (Awareness) and Kahandaan (Readiness), which covers topics on COVID-19, mental and public health, media literacy, press freedom, misinformation and disinformation, resilience, preparedness and mitigation available every Friday afternoon at the Super App Facebook page.

AirAsia Philippines will also release a series of social media infographics under its response program ‘alwaysREDy’ campaign which aims to provide tips to the voting public, as well as the do’s and don’ts during election day.

AirAsia Philippines CEO Ricky Isla said, “AirAsia will always be apolitical but we want to take part in proactively encouraging Filipinos to exercise their right to suffrage. It is through this partnership with Vote Pilipinas that we responsibly play our part in nation building, especially shaping the next six years of our country which is crucial to exiting the pandemic. At AirAsia, we are ‘alwaysREDy’ to educate and equip our guests with the right information they need to make the right best choice as they cast their votes in May.”

Meanwhile, Ces Rondario, founder at Vote Pilipinas, commented, “This campaign started with the goal to support the Commission on Elections on getting the word out about voter registration. We began with encouraging members of the Vote Pilipinas team to register, then Filipinos nationwide – and now we have successfully gotten around 7.9 million Filipinos to register to vote. But it doesn’t just end there. Our goal now is to make sure that people will actually go out and vote come May 9, and that they are armed with sufficient and factual information to make informed decisions when voting.” 

She added, “With the help of our partners such as AirAsia Philippines, we’re able to widen our audience and deliver the right information to millions of Filipinos across the country. With this, more people can truly get to know this year’s candidates, their platforms, and why it’s important to exercise their right to vote, so they can confidently cast their ballots during election day.”

To entice more people to actively participate in the May polls, AirAsia Philippines is launching its Fly Home to vote promo. From 4 to 10 April, guests can avail of fares as low as P268 (one-way base fare) and get their return ticket for FREE for travels until 30 September.

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Platforms Featured Southeast Asia

Ray Berja appointed as first managing director of airasia Super App in PH

Manila, Philippines – Ray Berja, currently the chief finance officer of AirAsia Philippines, has been appointed as the first managing director for the airasia Super App in the Philippines. He will be leading the overall operations of the company’s local footprint – expanding its lines of business (LOBs) and driving in users.

Berja is taking on the role starting 1 March ahead of the official launch of the airasia Super App in the Philippines, which is set to happen in the third week of this month. Additional LOBs are expected to be announced during the event along with the roadmap of the Super App.

He brings in over 18 years of experience working with external audit firms and multinational companies, including ABS-CBN, Jollibee, PLDT Global, and Mynt GCash. He started his career with AirAsia three years ago as a CFO in its airline business in the Philippines.

Speaking about his appointment, he said, “Airasia, as a global leader in attainable travel and lifestyle experience, has always been an early adopter of innovations that benefit its customers. Now that we are fully geared to join the robust Super App market here in the Philippines, I am excited to lead and work with my team in establishing an integrated travel and lifestyle ecosystem for Filipinos. Frictionless connection with needs is the lifestyle of the future – and we are glad to be ushering it in here.”

He will be reporting to Amanda Woo, chief executive officer at airasia Super App.

Woo stated, “As we work towards our vision of becoming the top ASEAN Super App, we are finally making our footprint in the Philippines, and Ray will be taking the lead in managing all operations for the Super App in the country. He will be helping drive the growth of the subscriber base and growth across all lines of businesses in collaboration with our regional business group heads.”

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Marketing Featured Southeast Asia

Capital A’s campaign for diversity, ‘Time To Listen’, to release special single

Kuala Lumpur, Malaysia – Following the recent launch of the #TimeToListen campaign video highlighting all forms of diversity, Capital A has announced that it has signed one of the campaign’s ambassadors Airliftz for a record deal that would further the diversity platform of the campaign. The deal was inked by airasia Super App’s entertainment venture RedRecords. 

‘Time To Listen’ campaign by Capital A

The 23-year old Kajang boy, Aliff Shaharom, who goes by the artist moniker Aliftz was born with a nose missing cartilage, making him instantly recognizable by his unconventional appearance. In the five-minute campaign previously released on the company’s YouTube, the young musician talked about his struggles in overcoming social prejudice and discrimination growing up.

The rapper and producer said the spunky pop-punk single ‘NOT TODAY’ draws from his own life story of obstacles and challenges, and hopes it can spark hope for change for those who are ready to listen.

“I feel so honoured to be able to share my life story for the #TimeToListen campaign and inspire others with my message. I am very grateful to be given the voice to speak and feel confident to face the world with music charting new territories with the latest record deal with RedRecords,” said Airliftz.

Content strategist at AirAsia Izal Azlee said the company felt that it was a fitting cause for the young artist to inspire and represent a generation, hence, the platform for Airliftz to speak his truth.

“We were so touched by Airliftz’s story of perseverance and determination that we handpicked him to deliver the message for our #TimeToListen campaign,” said Azlee.

Airliftz’s journey as a young, genre-fluid artist spans the better part of a decade. Since the inception of his career in 2016, Airliftz has repeatedly proven himself to naysayers and sceptics by beating the odds and achieving new heights. 

CEO of RedRecords Hassan Choudhury said, “When we first saw Airliftz, we were immediately moved by his story and blown away by his talent and the burgeoning star power, and signed him on the spot as the label’s first Malaysian artist. As a joint venture with Universal Music Group, we are very proud of what he has achieved in the music industry, especially his debut single which will soon be available on all music platforms. We truly believe it can inspire others to tell the world their unique stories.”

The ‘NOT TODAY’ single will be available on all digital platforms from 11 March, and will also have an accompanying music video premiering at 9 pm on Airliftz’s YouTube channel.