The Hidden World of Airline Soundtracks
When you board a plane, the music playing in the background might seem like just an afterthought. But for many travelers, it’s an integral part of their journey. Whether it’s a calming melody or a catchy tune, the sounds that accompany your flight can significantly influence your overall experience.
Max De Lucia, 34, from London, is the co-founder of DLMDD, a music advertising agency responsible for the soundtracks behind major airlines such as Singapore Airlines and Norwegian Airlines. He recently spoke about the intricate process of creating these soundscapes, revealing how crucial they are to an airline’s identity.
The Importance of Sonic Branding
According to Max, an airline’s sound is just as important as its visual logo. “We always say that an airline or an aircraft is a tin box in the sky until you fill it with all of the elements,” he explains. The music that plays as you board a plane is often designed to shape the emotional experience of travel and, done well, can become just as recognizable as a logo or uniform.
One of the most famous examples of this is the Jet2 mantra and theme tune. 
Max describes the track as “completely viral” and notes that it has been used extensively by the airline. While some passengers may find it annoying, he emphasizes that the goal is to make the brand known and talked about.
The Psychology Behind the Music
The popularity of certain songs, even those considered annoying, often relates to a psychological phenomenon called the ‘mere exposure’ effect. This theory suggests that people develop a preference for things over time simply because they are familiar with them.
Max explains: “If you listen to a song on the radio for the first time, you might not like it. But if you hear it multiple times, you might start to enjoy it.” This is why the Jet2 mantra, “nothing beats a Jet2 holiday,” has become so ingrained in the public consciousness.
Creating the Perfect Soundtrack
Curating the ideal soundtrack for an airline is no easy task. Each airline has its own identity, and the music must reflect that. For example, Jet2 is about being “loud and proud,” which is exactly the emotional state they aim to evoke in passengers through music.
The process involves several steps. First, the brand will come up with a brief, and the team at DLMDD runs a discovery process to identify musical references that align with the brand’s image. They then find composers and producers worldwide to build the right creative teams to respond to that brief.
Once the music is created, it undergoes extensive testing to ensure it’s the perfect fit for the brand and the passenger experience.
The Role of Sound in Travel
Max highlights that sound is around 800% more powerful than visual stimulus, according to his research. This makes it essential for airlines to create a sonic identity that resonates with passengers.
He explains that airline music should be as ignorable as it is interesting. It should set the environment without being distracting. However, if a passenger latches onto the music, there should be artistic depth and beauty in its design.
For example, DLMDD created the sonic identity for Singapore Airlines, heard by around 40 million passengers a year. The challenge was to translate the airline’s famous floral visual identity into sound. To do this, the team built a custom instrument that converts color frequencies into musical notes, resulting in the “Symphony of Flowers.”
Technical Aspects of Composition
Creating the right mood through music is complex and technical. Max compares it to a literary work, where a composer has a palette of tools to work with. They avoid minor keys, which have a sadder feel, and focus on rhythms and melodies that convey a sense of movement.
For flag-carriers, the music often reflects the country’s identity. For instance, United Airlines used Gershwin’s Rhapsody in Blue to evoke an American, New York vibe. Similarly, when working with Norwegian Airlines, the team recorded in Trondheim, capturing the essence of Norway through its natural beauty and local musicians.
The Ultimate Goal: Ubiquity
Max concludes that the ultimate goal for many airlines is to achieve the same level of recognition as a global brand like Netflix. This requires years of commitment and consistent branding.
“For many carriers, they’re carrying not just the brand, but often the nationality as well,” he says. “Getting to that level of ubiquity takes many, many years of commitment.”
In the end, the music that plays during your flight is far more than just background noise. It’s a carefully crafted element of the travel experience, designed to leave a lasting impression.
