(Logo courtesy of AirAsia)
MANILA -- A new record label was launched Friday that would be scouting for potential artists from Southeast Asia.
The AirAsia Group has tapped music company Universal Music Group (UMG) in putting up RedRecords, aiming to develop new artists, as well as elevate Asian pop music to audiences across the region and globally.
In a statement, the AirAsia Group announced that RedRecords will be based in Kuala Lumpur, Malaysia, and in Los Angeles, California. It will focus on discovering and developing talents from Southeast Asia, to form a "clear and unique sound that reflects the diverse and rich musical culture of the continent".
"We have already revolutionized 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 revolutionize the future of Asian pop culture and give it the world wide stage it deserves in conjunction with Universal Music to launch RedRecords," said AirAsia Group chief executive officer Tony Fernandes.
Aside from artists' development, the new label will also provide distribution and marketing, management and agency services.
On Friday, RedRecords introduced Thai artist and influencer, Jannine Weigel, as its first artist.
Weigel has already released several singles and EPs (extended play record), and has more than three million followers each on YouTube and Facebook, according to AirAsia.
UMG, meanwhile, had earlier announced operations expansion, and a new regional headquarters in Singapore.
"With the combined strategic marketing reach and resources of AirAsia and UMG, we can provide Asian artists an exciting opportunity to truly go global," UMG chairman Lucian Grainge said. (PNA)
