Airwaves: Alaska Airlines Greets Passengers With Sub Pop Records Boarding Tunes (2024)

Alaska Airlines is looking to upgrade its boarding music to something that brings joy to both passengers and crew flying from Seattle this summer. The oneworld Alliance airline is partnering with local legends Sub Pop Records to curate the playlist, which rolled out the week.

Why the new music?

Boarding music varies dramatically from airline to airline, with some offering light instrumental music and others creating original jingles. According to the airline, the music is so important because it is one of the first things guests experience when they step onto the aircraft and their soundtrack as they stow their bags and take their seats, making it a priority in terms of passenger experience:

When it came time to select the music, the airline noted that creating the proper atmosphere is challenging, as songs that elicit nostalgia from one guest might send another "Digging for their earplugs." In terms of crew, limiting the music to just a few songs takes its toll on crew members who may have heard the tracks a dozen times.

For this summer, the airline created a playlist inspired by summertime and West Coast vibes to be "Upbeat, catchy, and uniquely memorable, without being intrusive." David Scotland, Alaska Airlines' Inflight Product and Experience Director, noted how the music fits into the overall guest experience:

“Boarding music doesn’t exist in isolation—it’s a core component of the premium experience we provide to our guests. The music, the lighting, and the care shown by our amazing crew members all work together to create a great first impression for our guests when they board.

“The airport and boarding process can be stressful; settling into your seat and hearing thoughtfully curated playlist can start to put your mind at ease as you prepare for your flight.”

Photo: Alaska Airlines

To help create the musical vibe, Alaska Airlines turned to a local legend with which it has a long history.

Swinging tunes in style

This is the first time Alaska Airlines has turned to Seattle-based independent record label Sub Pop Records to curate its boarding music. Since establishing itself with early releases by Nirvana, Mudhoney, Soundgarden, and TAD, the group has expanded its roster significantly.

However, it is far from the first time the two companies have worked together. Sub Pop provided some of the very first complimentary music offerings on Alaska's inflight entertainment back in 2016. Two years later, the airline celebrated Sub Pop Records' 30th anniversary in style by launching a commemorative aircraft dedicated to them. When it came time to choose a partner for the new music, Scotland knew exactly who to pick:

“Music is powerful and can transport you to another place. Any time I hear a Sub Pop song, it reminds me of the time, early on in our partnership, where they dropped off a dozen CDs for me to listen to. I drove home, popped in a Beach House disc and fell in love immediately.

“I hope our guests can experience something similar with our Sup Pop playlist.”

This is the first time Sub Pop has helped produce a playlist for the airline industry. The project was headed by Nick Duncan, Sub Pop's artists and repertoire (A&R) manager. For the playlist, the Sub Pop and Alaska teams looked thoughtfully to create something that avoided profanity and anything that "sounded too much like elevator music." The final selection includes not just the label's top hits but also highlights a diverse range of talent, shining a light on hidden gems and emerging artists.

Duncan, who has a long history working in radio before coming to Sub Pop, explained a bit about the process of what it takes to find songs that people will enjoy but not tire of listening to:

“I want to help people find more art they can connect with, to make their eyes light up a little bit and find out what they’re listening to. That lightbulb moment is my favorite part of my job.

“I had to think about the people who would be at the airport – about what kind of music could make their eyes light up and make them want to learn more. Finding things that fit in with the inflight environment while also representing our ethos and roster of artists; that required some threading of the needle.”

The boarding music is exclusive to flights departing the Seattle area. Guests in other regions will continue to hear playlists selected and curated by the Alaska Airlines entertainment team. The entire playlist can be found below for those looking to sample the playlist without boarding an Alaska Airlines plane in Seattle.