RedRecords, a joint venture between AirAsia and Universal Music Group, kick-off the signing of emerging R&B/Hip Hop star, Airliftz, with the release of his latest single, “NOT TODAY”.
A song firmly rooted in themes of perseverance and overcoming adversity, “NOT TODAY” serves as the perfect track to spearhead AirAsia’s new diversity and inclusion campaign.
“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 channelling those frustrations into something positive,” Airliftz states.
In short, “NOT TODAY” is about “not giving up again”; the keyword being ‘again’. Life isn’t free of blemishes. We all fall short, and every now and then fail to measure up. But what counts is that we continue “pushing ourselves through all the damage” so that we can all be “re-born into stronger versions of yourselves”.
Not only does the song promote individuality and self-worth, 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-centred guitar riffs. However, 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 fills in conjunction with the primarily pop-punk rhythm carves out a unique lane for Airliftz’s exploration as an artist.