Aloft Hotels Partner With Universal Music Group To Launch Global Program

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, 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:

• 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 X Ambassadors, will guide the three Project: Aloft Star finalists and help them prepare for their finale performance. 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.

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 onJune 23, and will continue in four other locations, including Tank & the Bangas in New Orleans on August 9 and BANNΞRS in 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.