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Aloft Hotels and Universal Music Group Launch ‘Project: Aloft Star’ Tour

June 15, 2018 Hotel News No Comments Email Email

Aloft Hotels, Marriott International’s brand for music lovers and music makers, and Universal Music Group & Brands (UMGB), the brand strategy division of Universal Music Group (UMG), the world leader in music-based entertainment, today launched the 2018 edition of Aloft Hotels’ artist discovery competition Project: Aloft Star, and unveiled the first-ever Project: Aloft Star Tour, a five-city tour celebrating UMG’s emerging artists.

Starting today, musicians can enter for a chance to win a once-in-a-lifetime prize that includes[1]:
– An opportunity to record a single at the legendary Capitol Studios in Hollywood
– Mentoring from UMG’s executives which will include help selecting a song to record
– 500,000 Rewards points[2] redeemable for Marriott International hotel stays and other rewards

This year’s Project: Aloft Star mentors, the X Ambassadors, will guide the three Project: Aloft Star finalists[3] and help them prepare for their finale performance. “We were lucky to have so many wonderful mentors growing up,” said Sam Harris of X Ambassadors. “We’re thrilled to be working with Aloft Hotels to support emerging talent as this year’s Project: Aloft Star Mentor.”

The Project: Aloft Star contest and tour is part of Marriott International’s first-of-its-kind global partnership with UMG, which has evolved to include a focus on developing emerging talent.

“Aloft Hotels has always been the brand for music makers and music lovers, but now through our collaboration with UMG, we’re able to support emerging artists in a more meaningful way than ever before,” said Toni Stoeckl, Global Brand Leader, Aloft Hotels; and Vice President, Distinctive Select Brands for Marriott International. “The opportunity to record a single with one of UMG’s prestigious labels and receive dedicated mentoring from the best in the industry is very rare, and we’re so glad to be able to bring this to emerging talent all over the world.”

“Aloft Hotels is a terrific partner that shares our dedication to the artist community,” said Mike Tunnicliffe, head of UMGB. “At UMG, everything we do starts with our commitment to fostering emerging talent. This year’s Project: Aloft Star Tour not only promotes this competition but also provides our developing artists with an opportunity to reach new fans across the country. We’re thrilled to expand our relationship with Marriott International, and we continue to work together to build progressive long-term campaigns together.”

Project: Aloft Star Tour
To inspire emerging talent to enter this year’s competition, Aloft Hotels is taking some of UMG’s hottest breakthrough artists on the road, hitting some of the great music cities to host intimate music performances in the brand’s signature W XYZ® bars. The free performances will kick off with Years & Years in Philadelphia on June 23, and will continue in four other locations, including Tank & the Bangas in New Orleans on August 9 and BANNΞRSin Denver on October 17. At each tour stop, fans will be able to collect an exclusive custom memento poster featuring art created by New York designer and illustrator Sophia Chang. The final tour stop will be held in Austin on November 1 where the Project: Aloft Star finalists will perform in front of a panel of industry judges that includes representatives from UMG and live music discovery platform Bandsintown, and a winner will be chosen.

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