Published on : Wednesday, March 14, 2018
Aloft Hotels, Marriott International’s brand for music lovers and music makers, in partnership with Universal Music Group (UMG), the world leader in music-based entertainment, will present a female-led, emerging artist showcase during the 2018 South by Southwest® (SXSW®) Conference & Festivals in Austin, TX.
The event at the Aloft Austin Downtown, which is open to SXSW® badge holders, as well as members of Marriott Rewards and Starwood Preferred Guest’s (SPG) 110 million member-strong loyalty community, will continue their support of emerging artists by creating a platform to perform at one of the world’s most iconic global music industry festivals on Wednesday, March 14, 2018. The five act line-up includes Liza Anne, Natalie Prass, Tank & the Bangas, Jade Bird and Bishop Briggs.
“Aloft loves music; especially emerging artists,” says Toni Stoeckl, Aloft Hotels global brand leader and vice president, Distinctive Select Brands for Marriott International, Inc. “We’ve been committed to showcasing new talent for nearly a decade by giving musicians a platform through the Live at Aloft Hotels concert series, and a fast-track into the industry through our Project: Aloft Star program, and our collaboration with UMG at SXSW is a natural extension of this.”
“Aloft’s dedication to supporting emerging artists is incredible and we’re excited to bring this amazing showcase to fans at SXSW,” said Mike Tunnicliffe, executive vice president, business development and partnerships, UMG. “Marriott International shares our determination to build progressive, long-term relationships with partners and we’re excited to continue working with them to bring the most relevant experiences to music-lovers and travelers through this collaboration with Aloft Hotels.”
Existing programming to support emerging artists at Aloft Hotels includes the Live At Aloft Hotels concert series, an international program that brings in local sounds to Aloft properties around the world, by hosting free, intimate, live music performances at its W XYZ® bars; and Project: Aloft Star, a global initiative from Aloft Hotels that identifies the hottest emerging music talent from around the globe, offering them a chance to kick-start their careers with support from the brand.
Since UMG and Marriott International first started working together in 2015, the global partnership has come to life through concerts at many brands and properties across the globe, most recently with Gwen Stefani’s performance at the new Renaissance Downtown Hotel, Dubai.