In a first for the airline group, Virgin Australia and VARA (Virgin Australia Regional Airlines) are now using customised boarding music.
The original piece was written in-house at Stellar Entertainment and replaces the commercially available music playlists previously played onboard.
As Stellar Entertainment’s Creative Director, Brad Power, explained: “Our latest piece draws on deep house and Balearic beats to create a fresh, vibrant and modern sound that is upbeat without being too exuberant. Perfect for a contemporary airline looking to do something a little different.”
Director of Licensing at Stellar, Sam Allen remarks, “A bespoke piece doesn’t stop at boarding music. It can be implemented across the airline via other platforms and applications such as advertising campaigns and promotional buzz reels, to optimise usage as part of an over-arching sonic strategy.”
Besides rolling out this new signature music across the fleet for boarding and disembarking, Virgin Australia and VARA have also implemented it as on-hold music for their phone lines. Working directly with Stellar Entertainment has given the airline group the ability to licence the music as needed, allowing for greater flexibility in how and where they use the new sound. This also includes a financial benefit, with a direct licence with Stellar saving the airline group royalty fees paid to local collection agencies.
This is the second composition from Stellar Entertainment to be used by an airline, following the bespoke piece used by Malaysia Airlines earlier this year.
