[2] Song's main focus was on leisure traffic between the Northeastern United States and Florida, a market where it competed with JetBlue Airways.

The airline was notable for affordable prices and luxury amenities, including leather seating, increased legroom, personal entertainment screens, and an emphasis on branding.

Marketing for the launch of Song included a promotional tie-in with The Apprentice television show, as well as a brick and mortar boutique store called "Song in the City" the SoHo district of New York City and a storefront location in Boston's Prudential Center.

[10][11] Song was able to launch quickly and easily by repurposing Delta's aircraft, flight attendants, booking systems, and airport resources.

[12] On September 14, 2005, Song's parent company, Delta Air Lines, filed for bankruptcy, citing rising fuel costs.

[14][15] In addition, Delta faced pressure from their unions, who were unhappy with Song and the loss of seniority privileges among its flight attendants.