Boarding music: a lasting identity
Why is a boarding music important?
Like everything we do daily, traveling is a multisensory experience. However, when we travel, we are usually in a better mood. Our senses are more open to new input, which they can associate with pleasant memories, making the experience richer. Today, we will focus on one reason: hearing and how airlines use it in their branding.
How do companies use audio?
Let's take a brief step outside the aviation industry and look at brands in general. The most common brand item is a logo, the central piece of a company's identity that visually sets it apart. Think of a jingle (brand audio) as an auditory logo—a quick melody instantaneously associated with a brand. Here’s a classic example.
“Da-da-da-da-da.” Excuse my bad retranscription. This quick succession of sounds is instantly associated with the famous Golden Arches restaurant worldwide. Hearing this sound makes us think of the brand, which, if we are hungry, may lead us to buy a burger.
What is boarding music?
Well, we Avigeeks call boarding music the sonic branding of an airline. It’s played during boarding, hence the name, but airlines can use it in other scenarios. Take Air France, for example. They like to spice things up a bit. Here’s new boarding music.
You will hear it at least once during your experience with the French flag carrier—whether when calling the customer service center or during your flight. Where AF likes to shake things up is that you may not necessarily hear it during boarding. On my last long-haul flight, it was played during deplaning. But the idea remains the same: they play it so that passengers remember the airline the next time they hear the tune.
The music is designed to keep passengers calm and relaxed. Most boarding music falls within the category of lounge music without strictly adhering to jazz codes. Some, like Air France, are inspired by electronic music as a nod to the French touch, while others reflect a more global influence. Emirates, for instance, incorporates elements of Native American, Indian, European, and Bossa Nova styles into its iconic boarding music, creating a sonic identity that embodies its worldwide network.
Analysing Emirates’ Music
Our case study will be the boarding music of the UAE flag carrier, which almost everyone in the industry knows. It was produced in 2012 during the “Hello Tomorrow” advertising campaign. The producer is Christian Saglie, an LA-based film composer.
The songs first section, from 0:00 to 00:40 in the video, is by far the most recognizable and has been included in every track version since 2012. The version above is the "new” one, which surfaced online around 2015. Christian Saglie originally composed two versions: the "new" version was primarily used in advertisements, while the "old" version was played onboard. However, due to the popularity of the new version, it eventually became the official boarding music for both advertising and in-flight use. For comparison, here’s the old one.
The new one changes by adding a more modern tone to the tune. It’s not as global as the older generation's music, but some vague elements remain, like the first bit from 01:53, which is supposed to be evocative of North America, the airline’s prime market. This is followed at 04:50 by drums that, if you’re imaginative enough, can roughly sound like India/Africa. At similar time stamps on the old one, you can hear Indian, African, and Oceanian-themed music!
Some final thoughts
Boarding music is more than just background noise—it’s a carefully crafted part of an airline’s identity, a soundscape that lingers in memory long after the journey ends. It’s not just about branding; it’s about shaping emotions. The right melody sets the mood; It can evoke a sense of place, like Air France’s electronic elegance or Emirates’ global fusion, subtly reminding travelers of where they are—or where they’re about to go. Next time you step on a plane, listen closely. What story is the airline trying to tell you?