The city of Seattle gave the world Jimi Hendrix, Nirvana and Macklemore. So it's not surprising that Singapore Airlines is using music to celebrate its new non-stop route from its home base to the Washington city. But rather than recycle those Seattle artists' famous tunes, the Southeast Asian carrier made its own music—using a plane as an instrument.
Singapore Airlines and TBWA/Singapore commissioned a song from Seattle-based Chong the Nomad, a 23-year-old DJ, producer and instrumentalist. She turned the airline’s Airbus A350 into her sonic playground, building a track out of ambient airplane noises. In total, she recorded 45 plane sounds, including the purr of the engine, the click from shutting the overhead compartments and the “fasten seatbelts” bell.
Chong the Nomad, whose real name is Alda Agustiano, is known for mixing everyday sounds into her work. She got her start recording sounds from a ramen kitchen where she worked in Seattle.
The campaign, which is debuting on social media, is called “Seattle Sounds Even Better Now.” The track, “Non-Stop,” is available on Spotify; there’s also a making-of video on YouTube. PHD was media agency on the effort.