AirAsia Group, a leading travel and lifestyle company within Asia Pacific and Universal Music Group (UMG), the world leader in music-based entertainment, today announced the launch of RedRecords, an innovative new label partnership focused on signing, developing and breaking new Asian artists and elevating A-pop globally to new audiences throughout the region and around the world.
The two companies announced the groundbreaking partnership at a press conference, held in Kuala Lumpur today. RedRecords will focus on discovering and developing talent from Southeast Asia and throughout the wider continent and form a clear and unique sound that reflects the diverse and rich musical culture of the continent.
RedRecords will be based in Kuala Lumpur and Los Angeles and will combine UMGs industry leading track record in artist development with AirAsias regional and global marketing strength to expand A-Pops reach beyond national borders and languages to reach audiences around the world. In addition to artist development and A&R, the label will provide distribution and marketing, as well as management and agency services. The label will be lead by Hassan Choudhury, Head of Music for AirAsia Group, who will take on the role of CEO of RedRecords.
Speaking on the announcement, Tony Fernandes, CEO of AirAsia Group said, "This announcement is incredibly important to me. It appears life has come full circle for both myself and my AirAsia brothers, Kamarudin and Nadda, whom I met through our early days in music. We have already revolutionised air travel enabling everyone to fly and as we celebrate 18 years of operation for AirAsia - we are focused on transforming the airline into a global digital travel and lifestyle leader. Now we are also heading back to our musical roots to revolutionise the future of Asian pop culture and give it the world wide stage it deserves in conjunction with Universal Music to launch RedRecords."
Earlier this year, UMG announced a strategic expansion of operations within the region with the launch of a new regional headquarters in Singapore. UMG is committed to growing the entire music ecosystem throughout Southeast Asia, extending its focus and commitment to local language and domestic repertoire in order to provide music fans with the best music experience throughout the region.
Please login to Comment