SAS has partnered with Universal Music to host a series of concerts with promising local musical artists at airports, lounges, and up in the air.
The new ‘SAS Live Music’ program launched today with concerts and single releases onboard four of the airline’s flights in Norway.
The airline hopes its partnership with Universal Music will garner attention for the local artists as they make their way from grounded anonymity to sky-high popularity. At the same time, the airline hopes to surprise and delight domestic travellers in Norway with live In-Flight Entertainment.
Concerts have been scheduled for every month in 2016, each tailored to fit the unusual acoustic constraints of venues at airport terminals and the aircraft cabin.
The sounds will be adapted to the surroundings, so in SAS lounges, where the atmosphere is warm and comfortable, the music will be calm and relaxing. Inside the airport terminals, the soundstage will be bigger and more bombastic. In the skies, passengers will enjoy some of the finest young vocal talent in the country, the airline explains.
“Our customer insights show that our most frequent travellers have a great interest in music and that Norwegians are a music-loving people. This will give our customers completely unique musical experiences. It is also meaningful to help promote new local artists in collaboration with Universal Music and Brands,” says Marianne Ordered, Marketing Manager, SAS.
“At Universal Music we work to continuously find new partners, and we are proud to have signed this partnership with SAS. This concept will give young and promising artists a unique opportunity to promote themselves in a new and exciting environment,” says Ann-Kristin Kreutz, manager of business development at Universal Music and Brands.
The first concert took place today 26 January, performed by the band Casa Murilo.
They were booked to perform on four different afternoon flights: Oslo-Trondheim, Trondheim-Bergen, Bergen-Stavanger and Stavanger-Oslo. Besides performing on a sky-high stage the band released a brand new single appropriately entitled High Flyer.
“Besides more common music scenes, we have actually already played on both buses and trams and at a train station, but never onboard an aircraft,” says Chris Winfield, lead singer of Casa Murilo. “It is very exciting and we re really pleased to launch our new single for SAS passengers onboard an aircraft high up in the air.”