Elevating the Inflight Experience: Alaska Airlines Partners with Sub Pop Records for Curated Boarding Music

Starting this month, Alaska Airlines passengers departing from Seattle-Tacoma International Airport and Seattle Paine Field International Airport will be treated to a unique musical experience as they board their flights. The airline has teamed up with the iconic Seattle-based record label, Sub Pop Records, to curate a custom playlist that captures the essence of the Pacific Northwest and sets the tone for a memorable journey.

Crafting the Perfect Soundtrack for Your Travels

Integrating Music into the Guest Experience

Boarding music is more than just background noise for Alaska Airlines; it's a crucial component of the overall guest experience. David Scotland, the airline's Inflight Product & Experience Director, explains that the music, lighting, and attentive service of the crew work together to create a welcoming atmosphere as passengers step onto the aircraft. The goal is to help alleviate the stress of the airport and boarding process, allowing travelers to settle into their seats and prepare for their flight with a sense of ease and anticipation.

Striking the Right Chord with Diverse Tastes

Curating the perfect boarding music playlist is a delicate balance, as what might evoke nostalgia for one passenger could irritate another. Alaska Airlines and Sub Pop Records had to consider the diverse preferences of their audience, from first-time flyers to seasoned travelers. The team carefully selected a mix of upbeat, catchy tunes that capture the vibrant West Coast vibe, without being overpowering or intrusive.

A Hometown Collaboration

The partnership between Alaska Airlines and Sub Pop Records is a natural fit, as both iconic Seattle brands have a long history of collaboration. In 2016, the airline introduced Sub Pop's music as part of its complimentary inflight entertainment offerings, and in 2018, they celebrated the record label's 30th anniversary with a commemorative aircraft. For David Scotland, hearing a Sub Pop song instantly transports him back to the early days of their partnership, when he first discovered the label's diverse and captivating roster of artists.

Curating the Perfect Playlist

While the selection of boarding music is a well-established process for Alaska Airlines' inflight entertainment team, this was a new venture for Sub Pop Records. Nick Duncan, the label's Artists and Repertoire (A&R) Manager, approached the task with a familiar mindset, drawing on his experience in radio where curation was a crucial part of the job.Duncan had to consider the unique environment of the airport and aircraft, ensuring the playlist would resonate with passengers while also staying true to Sub Pop's ethos and showcasing a diverse range of talent. The team steered clear of songs with profanity or those that sounded too much like "elevator music," instead focusing on hidden gems and emerging artists that could capture the attention and imagination of travelers.

Discovering New Music and Connecting with Listeners

For Nick Duncan, the most rewarding aspect of this collaboration is the opportunity to help people discover new music and make that "lightbulb moment" connection. By carefully curating the playlist, he hopes to inspire passengers to explore Sub Pop's roster and find artists they can truly connect with, enriching their travel experience and potentially introducing them to new musical horizons.The custom playlist, now available on Spotify, is a reflection of the shared passion and creativity between Alaska Airlines and Sub Pop Records. As passengers board their flights in Seattle, they can immerse themselves in the upbeat, West Coast-inspired sounds that set the tone for an unforgettable journey.