AirAsia partnership Red Records is back with Airliftz’s debut single ‘Not Today’

Malaysian rapper and producer Airliftz, who was born with a missing cartilage from his nose, uses his music to promote diversity, inclusion and kindness

MALAYSIA. RedRecords — a joint venture between AirAsia and Universal Music Group — has released ‘Not Today’ the debut single of Malaysian rapper/producer Airliftz.

Airliftz, also known as Aliff Shaharam, was born with a cartilage missing from his nose. Growing up, Aliff faced adversity and prejudice due to his facial deformity. Today, the 23 year-old musician uses his music to promote diversity, inclusion and kindness, now helped by RedRecords. Airliftz is RedRecords’ first signed Malaysian artist.

Not Today is now available on Spotify and Apple Music 

Airliftz’s latest single ‘Not Today’ was inspired by his own personal experiences in facing prejudice. He hopes the song can inspire others to embrace their differences and be confident in their own skin. The single and music video were released today, 11 March.

Airliftz is one of the six ambassadors of Capital A’s inspiring #TimetoListen campaign which celebrates all forms of diversity.

Capital A is the refreshed corporate brand identity of Air Asia Group. In the campaign, Airliftz talks about his struggles with bullying and discrimination and how he constantly battles prejudice in his day-to-day life.

Speaking to Marketech APAC about his participation in the #TimetoListen campaign, Airliftz 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 my music charting new territories with the latest record deal with RedRecords.”

Airliftz is RedRecords’ second signed artist and the first Malaysian artist on the roster

“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,” commented RedRecords CEO Hassan Choudhury.

“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.”

Click the video above to watch the AirAsia #TimetoListen campaign 

As reported, RedRecords aims to showcase ASEAN musical talent and give rising Asian pop-stars a global platform. RedRecords’ premiere release was ‘Passcode’ by Thai/German singer Jannine Weigel. Passcode was the official theme song of The Moodie Davitt Report Virtual Travel Retail Expo in 2020.

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