AirAsia launches another new route: Music

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 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 organising music festivals, and selling concert tickets or full packages that include air, hotels, and event tickets. This space is huge particularly in Southeast Asia, with Traveloka — now a competitor of AirAsia.com — earlier this year going into it big time. “It’s a continuation of our journey as a lifestyle platform,” said Fernandes. “Music is a large element of lifestyle. So [we’re thinking] live events, streaming, festivals — we’re toying with the name RedVibes — ticket sales. We want to change the way you see concerts, [not just buying tickets] but hotels, packages. Story has more.<br/>