Composed at the legendary Abbey Road Studios by a collaboration of over sixty Saudi and international musicians, "Sound of a New Era" is the official audio identity of Riyadh Air.
This sound will be the first encompassing experience that future passengers can experience, as it is expected that this music or theme tune will be seamlessly woven into the passenger journey, from boarding, to safety demonstrations to arrival.
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"Sound of a New Era" is more than just background music; it's a carefully crafted soundscape designed to evoke a sense of awe and connection. The collaboration between Saudi and international artists, including musicians from the Saudi National Orchestra playing traditional instruments like the oud and qanun alongside a live orchestra, reflects Riyadh Air's mission to blend cultural identity with a forward-thinking vision for premium travel.
"At Riyadh Air, we believe that a journey is more than just reaching a destination; it's about the experience itself," said Osamah Alnuaiser, Senior Vice President of Marketing and Corporate Communications at Riyadh Air. “'Sound of a New Era' isn't just a sonic brand; it's the symphony of our brand promise. It's the sound of Saudi hospitality taking flight, heralding a new era of premium travel, infused with our rich cultural heritage and forward-thinking vision.”
For Riyadh Air, the audio branding process was a meticulous journey, blending artistry and innovation. The recording at Abbey Road Studios featured a unique fusion of digital soundscapes and traditional instruments, creating a rich and layered soundscape that bridges the past and future. This reflects Riyadh Air’s dual nature: a brand deeply rooted in Saudi culture yet forward-looking and technologically advanced.
The twelve hours of recordings at Abbey Road Studios took 8 months to produce. More than 20 instruments were used to create the audio, and over 60 professional Saudi and international musicians were involved in the process.
"Sound of a New Era" will be subtly integrated throughout the passenger journey, from boarding music and cabin announcements to in-flight entertainment and soothing meal service melodies. This sensory journey will create a memorable and aspirational travel experience for all guests.
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Riyadh Air to Take Flight in Q3
Riyadh Air, Saudi Arabia's ambitious new national carrier, has announced a slight delay in its launch, now targeting a debut in the third quarter of 2025.
The adjustment to the launch timeframe comes as a result of a delay in the delivery of the airline's first Boeing 787-9 Dreamliner, a crucial step in its operational plans.
Despite this unexpected setback, Riyadh Air remains committed to its vision of becoming a world-class airline, connecting Saudi Arabia to global destinations and contributing to the nation's ambitious tourism and economic growth plans.
