RedRecords, a joint venture between AirAsia and Universal Music Group, recently kicked off the signing of emerging R&B and hip hop artist, Airliftz, with the release of his latest single, Not Today.
A song firmly rooted in themes of perseverance and overcoming adversity, Not Today was selected specifically to spearhead AirAsia’s new diversity and inclusion campaign.
The official music video was released on March 11, 2022. Shot on location at Plaza Chow Kit Baru, Kuala Lumpur, Malaysia. Watch music video here.
“I wrote Not Today based on my own story. Being physically different, music gave me the opportunity to really just let out my emotions during the times when I felt like giving up. It gave me the tools to really express how tough it was to be looked down upon; navigating people telling you that you’re not going to make it, feeling worthless, and channeling those frustrations into something positive,” Airliftz said.
Not only does the song promote individuality and self-worth, but it also marks a broadening of Airliftz’s sonic horizons – a strong first showing of his musical sensibilities outside the realms of hip-hop & R&B.
Drawing inspiration from the punk bands of the early 2000s, their ubiquitous influence shines through the song’s soaring vocals, chunky bass tone, and rhythm-centered guitar riffs.
Airliftz’s predominantly hip-hop & R&B background still remains present in his signature cadence and slick lyricism. The use of trap drum sounds and hi-hat, a primarily pop-punk rhythm, carves out a unique path for Airliftz’s exploration as an artist.
Label Management: RedRecords Sdn. Bhd.
A&R Team: Old Head Jin, Hassan Choudhury, TJ and Soraya
Marketing Team: Universal Music Malaysia Marketing Department and AirAsia Media
New Business Development: Universal Music Malaysia
Composer – Fauxe
Author – Airliftz, A-kid
Producer – Fauxe
Engineer – I-SKY
Recorded at Asylum Studio
Mixed by – Fauxe
Mastered by – Adam Haggar at Mount Olympia Mastering
Music Video Production
Production House: Denhouse Productions
Executive Producer – Razlan Saharudin
Director – Adriana Tunku
Producer – Farah Fadzil
Director of Photography – Matthew Chow and Oscar Tong
Production Designer – Danial Yap
Band – John Chia Shen (Guitarist), Loh Chi Wey (Bassist), Adrian Haslem Singha (Drummer) and Ignatius Praveen A/L Ranjid Singh (Guitarist)
Brand sponsor: ADIDAS