Capital A’s #TimeToListen campaign highlighting diversity gives voice to Malaysian artist Airliftz
airasia Super App’s entertainment venture RedRecords signs on Airliftz as the label’s first Malaysian musician
The rapper/producer to debut with single “NOT TODAY”
From left: Dinesh Raj, Chief Executive Officer of Capital A, Tony Fernandes, YB Datuk Senator Ras Adiba Radzi, Airliftz and Solomon at the launch of Capital A's #TimeToListen campaign today
KUALA LUMPUR, 4 March 2022 - Following the recent launch of the #TimeToListen campaign video highlighting all forms of diversity with a call to action to listen, Capital A today announced that one of its ambassadors Airliftz has signed a record deal with airasia Super App’s entertainment venture RedRecords.
The 23-year old Kajang boy, Aliff Shaharom, who goes by the artist moniker Airliftz was born with a nose missing cartilage, making him instantly recognizable by his unconventional appearance. In the five-minute video released last week, the young musician talked about his struggles in overcoming social prejudice and discrimination growing up.
Rapper and producer Aliftz said, “I feel so honoured to be able to share my life story for the #TimeToListen campaign and inspire others with my message. I am very grateful to be given the voice to speak and feel confident to face the world with music charting new territories with the latest record deal with RedRecords. My spunky pop-punk single, “NOT TODAY” draws from my own life story of obstacles and challenges, and I hope it can spark hope for change for those who are ready to listen.”
Content strategist at AirAsia Izal Azlee said “We were so touched by Airliftz’s story of perseverance and determination that we handpicked him to deliver the message for our #TimeToListen campaign. We felt that it was a fitting cause for the young artist to inspire and represent a generation and wanted to provide a platform for Airliftz to speak his truth. We’re inviting the public to learn more about our initiative and get behind it. (www.airasia.com/timetolisten)
Aliff’s journey as a young, genre-fluid artist spans the better part of a decade. Since the inception of his career in 2016, Airliftz has repeatedly proven himself to naysayers and sceptics by beating the odds, achieving new heights, and overcoming adversity all in the same breath – and on his own terms.
CEO of RedRecords Hassan Choudhury said, “When we first saw Airliftz, we were immediately moved by his story and blown away by his talent and the burgeoning star power, and signed him on the spot as the label’s first Malaysian artist. As a joint venture with Universal Music Group, we are very proud of what he has achieved in the music industry, especially his debut single which will soon be available on all music platforms. We truly believe it can inspire others to tell the world their unique stories.”
“NOT TODAY”, which was crafted specifically for the #TimeToListen campaign, will be available on all digital platforms from 12AM on 11 March 2022, with an accompanying music video premiering at 9PM on Airliftz’s YouTube channel.
Hosted by Chief Executive Officer of Capital A, Tony Fernandes, the event was attended by YB Datuk Senator Ras Adiba Radzi, Airliftz, Dinesh Raj - a physically disabled Allstar who overcame a life altering accident, as well as Solomon - a hearing impaired rider with airasia ride.