Music is a core value of Southwest Airlines.

Earlier this week, Southwest Airlines gave passengers traveling from Long Beach to Honolulu a free Ukulele and lesson during the flight. This wasn't a surprising move, as music has become fundamental to the Dallas-based carrier. While some of the company's music endeavors have been controversial, with many claiming Southwest 'forces' entertainment onto passengers, music has been a part of the airline's operations since the beginning.

In 1978, the United States broke airline barriers by deregulating the industry. This meant that the Civil Aeronautics Board (CAB) did not determine the domestic routes that carriers had to serve anymore and allowed airlines to serve the communities they chose. Southwest Airlines was founded in 1967 and was only allowed to serve Texas. But in 1979, the low-cost carrier inaugurated its first route out of Texas, in New Orleans.

To kick off the monumental era, on the first flight from Houston to New Orleans, a Dixieland-themed jazz band played before and during the service. Shown in the January-March 1979 issue of the company employee magazine, 'LUVLines,' a band named Bayou City Dixies, led by artist Tommy Lauer and two band members, played at the departure gate and during the flight, according to Southwest.

Flight attendants also wore unique uniforms with red striped vests and straw boater hats to stay in theme. Plus, even the drinks were themed. Passengers received 'Love Hurricanes' filled with passion fruit juice and rum to signal Southwest's expansion beyond Texas. This was the first documented Southwest music endeavor and set the stage for the company's ongoing support for the industry.

To continue supporting music, the airline launched Southwest.fm as a place to listen to upcoming artists, find all the company's music partnerships, and promote its Live at 35 inflight concerts.

The company said on its website that music plays a "large role" in the lives of its employees and customers and began Southwest.fm to have a one-stop shop for all of its "music stories."

The website includes videos of the artists it promotes and has played for Southwest and events that customers can be a part of.

Listening to live music at 35,000 feet in the sky has been one of Southwest's most significant initiatives since 2011. The company onboards what it calls 'Artists on the Rise' and allows them to play while flying. Some artists who have been given the opportunity include JOHNNYSWIM, Valerie June, Caroline Rose, Filmore, and many more.

In 2020, Forbes interviewed Southwest's managing director of Loyalty, Partnerships, and Products, Jonathan Clarkson, who said that the company would continue to "go out and identify these up-and-coming artists" across America that can play for passengers. Clarkson said:

"We provide places for these emerging artists to perform and garner more fans. That's something that we've been doing for about five years. As far as how we choose the route that we engage an artist to help us promote, it's really driven by where the commercial need is."

He also said Live at 35 is a way the company can promote a new route or city.

Southwest Airlines has not only promoted music up in the air but also on the ground.

One of their tactics to gain more customers and promote new artists is through their loyalty program, Rapid Rewards. A Rapid Reward Credit Card Member can access multiple live music events using their points.

One event saw members see a live concert by rock band O.A.R in Maryland with dinner and drinks. Another occasion saw customers witness five-time GRAMMY nominee, multi-Platinum selling Hunter Hayes in Austin, Texas.

One of the more charitable examples of Southwest's musical initiatives is its partnership with Musicians on Call (MOC). Announced in 2017, the carrier joined the not-for-profit that delivers live music to patients in healthcare facilities. To kick off the partnership, Southwest hosted concerts at three airports: Kenli Mattus and Maggie Szabo in Los Angeles (LAX), Aubrey Wollett in Nashville (BNA), and Tim Campbell and Steven Derrick in Atlanta (ATL).

Throughout 2018, the MOC team played for multiple medical centers and hospitals in partnership with Southwest.

Lastly, one of Nashville's most well-renowned music venues, The Bluebird Café, onboarded Southwest Airlines as its official partner airline. Southwest described the move as "a way of supporting artists, songwriters, and fans, furthering the connection of our world-famous Hospitality with the world-famous music community that is so fostered in Nashville." However, it is not necessarily clear what this initiative entails.

While Southwest has received primarily positive accolades for its music ventures, there has been significant commentary over whether it may deter customers away.

In 2017, pop culture writer David Deal said on Medium that using music to build Southwest's brand is powerful, but there is a chance it can be negative for passengers. In the article, Deal shared a quote from a VP analyst at research firm Gartner, Augie Ray, who said:

"If they did this in a section of a concourse where people could choose to listen or go elsewhere, I'd give them props. This just seems damn annoying and a desperate way to get some PR. "Hey, we could've spent six figures giving you an extra inch of space or a free drink — instead, here's a band playing in a tiny space where you're trapped!"

Deal said that it is crucial for Southwest to "monitor reactions" from passengers who have experienced Live at 35. Further, he said that the airline should focus on investing in high-quality music and rely on "organic" social media posts by real passengers, not just Southwest PR.

Sources: Medium, Southwest.fm, Forbes

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