Photo via Twitter

In celebration of its first-ever nonstop flight from Dallas Love Field to Memphis and in hopes of generating big-time buzz on social media, Southwest Airlines hosted a concert in the sky earlier this week.

Memphis-based indie rock band the Black Cadillacs performed two songs in-flight as part of Southwest's "Live at 35" series (short for 35,000 feet), according to WFAA TV's Jason Whitely.

The brief concert, which was produced in partnership with the Tennessee Department of Tourist Development, was a surprise for the 140-plus passengers aboard Flight 3664 on Tuesday.

"We're about connecting our customers to what is important in their lives," said Southwest Airlines vice president of communication and outreach Linda Rutherford in a statement via the TDTD. "Having a live performance by The Black Cadillacs on a flight from Dallas to Memphis truly is a unique and memorable experience, allowing Southwest to connect with our customers through a common passion for music."

Here's a shot of the performance courtesy of photographer Dirk Mai on Twitter:

Live from the sky with @theblackcadillacs on our way to Memphis // #liveat35 pic.twitter.com/Ktjmb4tfNC

— Dirk Mai (@dirkmai) April 28, 2015

Keep in mind that Tuesday's concert wasn't the first in-flight entertainment Southwest has rolled out. Bands including Imagine Dragons and Better Than Ezra have performed on past flights and the Dallas-based airline has even hosted fashion shows and weddings mid-flight. 

"We see this continuing," said Southwest's Michelle Agnew via Whitely. "Our customers love it. Our fans love it. On social, they ask for their favorite bands to perform on a flight."

In the wake of Tuesday's inaugural flight, Southwest now offers twice-daily flights from Dallas to Memphis. 

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