I. Introduction: The Subtle Art of Airline Boarding Music
The moments spent boarding an aircraft, stowing luggage, and settling into a seat are often accompanied by a subtle yet influential element: the boarding music. Airlines increasingly recognize that this auditory backdrop can significantly shape the passenger’s initial impression and set the tone for the entire journey.77 Far from being an arbitrary selection, the choice of boarding music is often a carefully considered aspect of an airline’s branding and customer experience strategy.
Alaska Airlines, known for its customer-centric approach and West Coast vibe, is no stranger to this practice. This article delves into the types of music Alaska Airlines plays during boarding, explores any known partnerships or curatorial processes behind their soundtrack, and discusses the intended passenger experience the airline aims to create with its auditory ambiance. The goal is to provide insight into this often-overlooked detail that contributes to the overall Alaska Airlines flight experience.
II. Alaska Airlines’ Approach to Boarding Music
Alaska Airlines views boarding music not as an isolated element, but as a core component of the premium experience it strives to provide. David Scotland, identified as Alaska Airlines’ inflight product and experience director or principal in-flight entertainment and connectivity product manager, has articulated that the music, lighting, and the crew’s service all work in concert to create a positive first impression as guests board.77 The aim is to offer a calming effect during what can be a stressful part of travel—navigating crowded aisles and finding overhead bin space—and to help passengers settle in and relax.78
The airline’s general approach involves selecting “indie songs from a variety of genres” that align with its brand identity, often described as having a West Coast feel.78 They tend to avoid overly aggressive techno-pop, mainstream Top 40 hits that might quickly become dated or polarizing, and generic classical music that could fade into “elevator music”.78 Seasonality also plays a role, with more “chill” selections in winter and more upbeat tunes for summer months.78 The music is curated to complement the aircraft environment without becoming a distraction, meaning it shouldn’t have too many jarring pauses or extreme volume shifts.78 Playlists are typically changed every other month to maintain freshness.78
III. Partnership with Sub Pop Records
A notable initiative in Alaska Airlines’ boarding music strategy is its partnership with the iconic Seattle-based independent record label, Sub Pop Records. This collaboration was highlighted in the summer of 2023 (and potentially ongoing for Seattle departures) for flights departing from Alaska’s main hub, Seattle-Tacoma International Airport (SEA), and nearby Seattle Paine Field International Airport (PAE).77
Sub Pop Records, famous for launching bands like Nirvana, Soundgarden, and Mudhoney, curated a special playlist for Alaska Airlines. This marked the first time Sub Pop had produced a playlist specifically for the airline industry.79 The project was spearheaded by Nick Duncan, Sub Pop’s Artists and Repertoire (A&R) Manager.79 The selection process was a thoughtful collaboration between the Sub Pop and Alaska Airlines teams, aiming to create a playlist that was “Upbeat, catchy, and uniquely memorable, without being intrusive,” and reflective of West Coast summers.77 Care was taken to avoid profanity and music that felt too generic.79
The playlist was designed not just to feature Sub Pop’s top hits but also to highlight a diverse range of talent from the label, including hidden gems and emerging artists.79 This partnership underscores Alaska Airlines’ connection to its Seattle roots and its desire to showcase local culture. David Scotland mentioned that hearing a Sub Pop song often reminded him of the label’s local significance and expressed hope that passengers might have a similar positive experience of discovery with the curated playlist.79
IV. The Curated Playlist: Examples and Availability
For the Sub Pop collaboration, a specific playlist was created. While guests on flights departing from airports outside the Seattle area would continue to hear playlists curated by the Alaska Airlines entertainment team (often in partnership with agencies like Spafax 78), the Sub Pop playlist offered a distinct Seattle-centric sound.79
Examples of artists and tracks featured on the “AIRWAVES: Sub Pop x Alaska Airlines” playlist include 79:
- Lael Neale – “Down On The Freeway”
- Father John Misty – “True Affection”
- Bret McKenzie – “If You Wanna Go”
- Iron & Wine – “Anyone’s Game”
- Lala Lala – “DIVER”
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