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Aloft Hotels Invites Aspiring Millennials To Showcase Their Musical Talent To Be Asia’s First Project Aloft Star

July 9, 2014 Lifestyle No Comments Email Email

Designed for the next generation traveller in mind, Aloft® Hotels today announced the debut of the Asia Pacific edition of Project Aloft Star, in collaboration with  HYPERLINK “” MTV.

Aloft Hotels Debuts the Asia Pacific Edition of Project Aloft Star Amplified by MTV_reThe music talent discovery competition aims to identify and support the hottest emerging music artists from China, India, Malaysia, Singapore and Thailand.

Starting today through August 24, 2014, unsigned bands and artists are invited to showcase their talents by uploading an original video showcasing their music to  HYPERLINK “” for the chance to be named Asia’s first Project Aloft Star winner. Three winners will ultimately be chosen – as the Asia Pacific edition of Project Aloft Star will feature three key contest clusters covering major Asia Pacific markets: China, India and the third contest cluster consisting of Malaysia, Singapore and Thailand. Shortlisted entries will have the opportunity of a lifetime to perform at the finals in late September in front of a panel of judges held in their respective clusters. The winner from each cluster will receive US $10,000 cash and a chance to be featured on MTV.

“Music is in the DNA of the Aloft brand and we are thrilled to kick-off Asia Pacific’s first Project Aloft Star competition to identify the latest emerging music artists in the region. Project Aloft Star has been hugely successful with five editions in North America; and this year we are very proud to have Asia Pacific’s very own edition to discover the region’s immense potential pool of talent,” said Vincent Ong, Senior Brand Director, Asia Pacific Brand Management, Starwood Hotels & Resorts.

“We are also excited to partner with MTV Asia who shares our same passion for live music, pop culture and design-led initiatives. This synergistic collaboration allows Aloft Hotels and MTV Asia to amplify the discovery of great new music experiences across Asia Pacific,” continued Ong.

In a previous collaboration last year, Aloft Hotels and MTV jointly launched a digital platform that helped promote local up-and-coming music talents that have performed at the Live at Aloft Hotels showcase at Aloft Hotels W XYZ bars across Asia. This was aimed at providing an enhanced Aloft Hotels guest experience for millennial travelers with live music access while on-the-go.

“Building on the success of our earlier collaboration with Aloft Hotels,Live at Aloft Hotels, Amplified by MTV, we are thrilled to expand our collaboration and help amplify Project Aloft Star in Asia,” said Paras Sharma, Vice President, MTV and Comedy Central Brands and Digital Media, Viacom International Media Networks. “It’s testament to the on-going synergy between our brands as we continue to promote and reflect local cultural tastes and musical talents. We can’t wait to see who will surface from Project Aloft Star!”

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