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News Details

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

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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 , 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:- 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 redeemable for Marriott International hotel stays and other rewards

This year's Project: Aloft Star mentors, the , will guide the three Project: Aloft Star finalists 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."

Global FootprintAs a truly global hotel brand, concurrent competitions are also running with Aloft Hotels and UMG in the Middle East & Africa and Asia Pacific to find the next big music stars in these regions. As in the Americas, winners in these regions will have the opportunity to record a single with UMG and gain access to mentoring opportunities with UMG representatives. Each region will have their own local celebrity UMG mentors, including names such as Salim Merchant in India and Rachel Liang in Greater China. Aloft Hotels in Europe will also be launching an initiative under the Project: Aloft Star banner to support emerging artists later this year.

Aloft Hotels are in thriving music destinations, welcoming touring musicians with special discounted artist rates, the opportunity to use the W XYZ® bar as a performance space for free, and a musicians' guide featuring everything from where to dine late-night after a gig, the best nearby affordable recording studio, where to purchase guitar strings, and more to hit the right note for each stay.