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AirAsia partners Universal Music

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One of the world’s biggest record companies, Universal Music, and low cost airline AirAsia, have forged a long-term business relationship to bring in some of the UK’s brightest new acts to Asia for showcase concerts and meet-the-fans sessions.

“This partnership allows us to explore the dynamics of music marketing with a fresh perspective,” said Sandy Monteiro, Senior Vice President, Universal Music Group South East Asia.

To officially launch their association AirAsia brought in the UK’s newest all-girl sensation, The Saturdays, for a three-day junket packed with regional media interviews and a showcase concert at Zouk on Wednesday. The girls flew on AirAsia X from London to Kuala Lumpur.

The five-girl pop group comprising Una Healy, Rochelle Wiseman, Vanessa White, Mollie King, and Frankie Stadford, released their debut album Chasing Lights recently in Malaysia. The album, released late last year in the UK, has to date spawned four hit singles, including the top 10 hit, If This Is Love, Issues and its biggest UK singles hit, Just Can’t Get Enough, a remake of single from Depeche Mode cater for the charity work of Comic Relief.

AirAsia plans to bring the all-girls group for a full-fledged regional tour in July covering Kuala Lumpur, Singapore, Hong Kong, and Manila.

Tony Fernandes, AirAsia’s Group CEO and a former music executive, will use AirAsia to raise the band’s profile in markets in Asia.

“We’re excited about this partnership, which will bring this fast-rising new girl band to AirAsia’s many destinations. We will be drumming up the excitement in the music scene of many cities that we fly to, particularly those in ASEAN, where we connect all capitals and where AirAsia has the most flights to the most cities,” said Tony Fernandes.

AirAsia and The Saturdays have worked together before. The Saturdays performed a mini showcase at the launch of AirAsia X’s inaugural flight to London (Stansted) on 11 March 2009. The group’s lead single “UP” from its debut album, Chasing Lights, was the featured song on AirAsia X’s in-flight radio in its inaugural Kuala Lumpur-London flight.

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