Positive Disruptors

AirAsia partnership RedRecords to release Jannine Weigel single

RedRecords – an exciting joint venture between AirAsia and Universal Music Group ­­– aims to give ASEAN music talent a global platform and offers an extended communications platform for the airline group.

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RedRecords ­– an intriguing new joint venture between AirAsia and Universal Music Group – is releasing ‘Passcode,’ the debut single of Thai-German artist Jannine Weigel, this month.

RedRecords aims to showcase ASEAN musical talent and give rising Asian pop-stars a global platform. Jannine Weigel is the record label’s first signed talent. RedRecords has also partnered with American label Def Jam Recordings to release Passcode in the US market.

RedRecords CEO Hassan Choudhury says: “When AirAsia CEO Tony Fernandes and I became aware of Jannine, our backgrounds in music and entertainment told us that this was an artist primed for worldwide success.

“With the ambition we have for RedRecords, along with the extensive global marketing resources at our disposal, Jannine was the obvious choice as our first signing,” adds Choudhury.

Passcode was produced by Grammy-nominated record producer Tommy Brown, who has previously worked with award-winning artists Ariana Grande, Chris Brown and Fifth Harmony. The song was co-written by Canadian singer-songwriter Jessie Reyez.

The accompanying music video, which features some of Malaysia and Thailand’s top TikTok KOLs, was directed by Kuala Lumpur-based filmmaker Philip Rom Kulleh.

Jannine Weigel is a singer, actress, model and influencer. She has a strong social media following with 3.6 million YouTube subscribers, 3.2 million Facebook followers, 1.7 million Instagram followers and more than 500,000 TikTok followers. She is the first Thai singer to receive YouTube’s official Gold Button.

Creating a digital lifestyle brand: Rose Lam, Group Head of Ancillary Commercial of AirAsia.com; Karen Chan, CEO of AirAsia.com; Tan Sri Tony Fernandes, CEO of AirAsia Group and Pete Chareonwongsak, CEO of Teleport at the launch of AirAsia Shop at KL Sentral in late August

“Singing is what truly makes me happy,” comments Weigel. “I love how music can affect people and how a song can evoke raw emotions in all of us.

“I want to be able to inspire people out there. I feel like I’m proof that as long as you never give up, anyone can have a shot at achieving their dreams, no matter where they come from.”

This is the latest move by AirAsia as it seeks to become a fully integrated one-stop digital lifestyle platform. In early September the company launched e-tail platform AirAsia Shop. The platform enables customers to purchase duty free products and have them conveniently delivered to their doorstep within the next working day. The logistics of home delivery are underpinned by AirAsia’s logistics arm, Teleport.

AirAsia Shop carries top brands from around the world, ranging from beauty, fragrance, liquor, gadgets, health and wellness, travel accessories as well as AirAsia merchandise.

AirAsia Group CEO Tan Sri Tony Fernandes says, “We set up our own e-commerce platform called OURSHOP to offer a secure and convenient shopping experience. During the height of MCO [movement control order -Ed] in April, we launched the Save Our Shops (S.O.S) campaign, to help struggling local SMEs gain access to the e-commerce world. Today, we are proud to transform this business unit to AirAsia Shop, which is an innovative business division within the AirAsia Group, offering convenient and value-for-money duty free shopping.

“This duty free e-tail platform is set to be one of the key revenue contributors to the AirAsia Group, as we continue our efforts to become ASEAN’s leading digital lifestyle brand. We are also looking to expand our business further into other ASEAN countries kicking off with Thailand soon as we have just received the necessary approvals to roll out our duty free business there.”

Note: AirAsia Shop will be visiting the inaugural Moodie Davitt Virtual Travel Retail Expo in October to meet existing and new brand partners. Karen Chan, CEO of AirAsia.com, will be addressing visitors in the Knowledge Hub sessions.

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The Moodie Davitt eZine Issue 283 | 16 September 2020

The Moodie Davitt eZine is published 12 times per year by The Moodie Davitt Report (Moodie International Ltd). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please e-mail sinead@moodiedavittreport.com

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