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    Case Study

    underline-05-05

    How Spafax enhanced their in-flight experience with music & improved their internal playlisting & content delivery tools

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    What is Spafax?

    Spafax is one of the world’s leading travel media networks, delivering In-Flight Entertainment (IFE), curated entertainment, and content technologies to some of the largest airlines. Their clients include Emirates, Qatar Airways, Lufthansa Group, Air Canada, among others, for which Spafax licenses and delivers movies, TV shows, audio content, and other digital products.

    Today, Spafax has shaped the programming methods and rights management for IFE after 40 years of activity, with a billion passengers a year.

    The Challenges

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    Manual and fragmented music workflows

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    Lack of scalability across airline clients

    icon experience

    Demand for modern, brand-aligned music experiences

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    High-risk legal exposure around licensing
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    Initially, Spafax curated premium in-flight music using manual systems, which hindered the scalability required by the teams. Without centralised tools, playlist creation and licensing became tedious and inconsistent across airlines. As demand grew for modern, commercial, brand-aligned audio, catalogues had to represent a wider offer, and Spafax’s legal team faced the challenge of music rights compliance across various territories. The goal was to modernise music delivery while simplifying workflows and minimising legal risks.

    The Solution

    Tuned Global worked closely with the Spafax team to modernise their internal music operations across their airline clients. By leveraging Tuned Global’s flexible and integrated content delivery tools, Spafax gained access to a centralised system for rights-filtered content, metadata management, and playlist curation. This allowed their editorial team to focus on creative programming while ensuring licensing compliance and scalable delivery across their entire airline portfolio.

    Spafax was able to get to a new level of intelligence and efficiency through key elements:

    • Curator-first content management system: Autotune CMS lets curators quickly pick and choose among licensed tracks only to build playlists by artist, genre, theme, or mood.
    • Cleared catalogue: Integration with the right partners on publishing and master rights, to ensure access to fully cleared tracks.
    • Scalable music backend: Delivers clean metadata, rights control, and real-time updates tailored to each airline.
    • Streamlined delivery infrastructure: Playlists are exported for seamless integration with airline in-flight entertainment systems.

    “It came down to Tuned Global having the most automated, most user-friendly CMS for us, while also being a really nice team to work with. So the personality fit worked just as well as the system did!”
    Maura Chacko
    SVP of Content Experience at Spafax
    Design sans titre (1)

    Their results

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    Adopted by six major airlines in the first year

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    Delivered hundreds of thousands of fully licensed tracks

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    Cut playlist curation time to under two hours

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    Better music relevance and playlist diversity 

    Spafax’s shift to Tuned Global’s backend and CMS has transformed its music programming, delivering faster curation, higher content quality, and improved efficiency. More than boosting speed, curators’ tools are enhanced to spark creativity and feed new ideas to Spafax’s team. With Tuned Global, Spafax’s airlines gain more relevant and diverse music offerings, while Spafax can scale efficiently without compromising quality or compliance.

    A competitive advantage: The streamlined music programming workflow has given Spafax a unique edge in the competitive in-flight entertainment space. The platform ensures licensing confidence and operational efficiency while offering the flexibility to adapt to each airline's brand and passenger expectations. With a solid infrastructure in place, Spafax can now scale its music offering across new markets and onboard airline partners easily and efficiently.

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