Hyatt Centric Announces New Music-Inspired Brand Collaborations

Published on : Saturday, November 10, 2018

Hyatt Centric, a lifestyle hotel brand that inspires destination exploration and discovery for millennial-minded travelers, today announces a new music collaboration that will bring immersive experiences to its hotels and guests through the power of music. Through new brand collaborations with key players in the music industry, Sofar Sounds and Spotify, Hyatt Centric hotels are connecting guests to the local music experience – both inside and outside the hotel – as a means to fully discover a destination. New Hyatt Centric brand experiences available in 2018 will include highly curated, secret Sofar Sounds concerts at select hotels and Spotify-streaming playlists inspired by global Hyatt Centric hotel destinations.


“Since 2015, the Hyatt Centric brand has catered to savvy explorers who are curious-minded and hungry for authentic experiences,” said Heather Geisler, vice president, full-service global brands, Hyatt. “With the brand’s Sofar Sounds and Spotify collaborations, we are giving guests, World of Hyatt members, and global travelers new ways to discover Hyatt Centric hotel destinations through musical experiences, inside and out of the hotels. With our brand’s new music platform, we will offer exclusive and curated access to emerging artists who best define a destination.”


Secret Concerts with Sofar Sounds


Sofar Sounds has made its name by curating secret concerts in everyday spaces around the world, ranging from living rooms to retail shops. Invited guests are given the details the day before the show and learn who’s playing only once they arrive. The Hyatt Centric brand is teaming up with the concert-curating company to bring the secret concert concept – and local, emerging musical talent – to a wider audience of curious Hyatt Centric hotel guests at select hotels around the globe.


The Hyatt Centric brand’s exclusive collaboration with Sofar Sounds includes a total of eight secret, intimate concerts offered complimentary to hotel guests and locals through the end of 2018, featuring local, emerging musical talent. These intimate Sofar Sounds shows will be hosted at the following hotels: Hyatt Centric Times Square New York, Hyatt Centric The Loop Chicago, Hyatt Centric Magnificent Mile Chicago, Hyatt Centric Gran Via Madrid, and Hyatt Centric Montevideo in Uruguay. The Hyatt Centric brand’s Sofar Sounds concert series kicked off on Thursday, November 8 in the heart of New York City at Hyatt Centric Times Square New York with an intimate show by Lennon Stella.



To grow the Sofar Sounds program in 2019, the Hyatt Centric brand is looking into featuring concerts at more properties around the globe, giving guests greater access to trip-defining musical experiences.



“We are excited to team up with the Hyatt Centric brand to bring our Sofar Sounds experience to travelers around the globe,” said Sarah Lipman, head of communications, Sofar Sounds. “By turning these five select hotels into secret, intimate concert venues, the Hyatt Centric brand will help provide more up-close-and-personal concerts for guests, taking the Sofar experience to another level.”


A Playlist for Every Destination


In addition, the Hyatt Centric brand has tapped Spotify, one of the world’s most popular music streaming services, to help curate playlists inspired by 21 global destinations where Hyatt Centric hotels are located. The unique playlists, which were designed in collaboration with Sofar Sounds, combine Spotify’s local streaming intelligence with each city’s rising music artists and Sofar Sounds alumni.


From Miami to Southern California, Madrid to Tokyo, this is a global collaboration connecting travelers to top destinations across the world through music. Spotify users can now listen to Hyatt Centric hotel-inspired playlists by searching “Hyatt Centric” on the Spotify app. By offering savvy explorers a taste of a city’s musical style, they can discover that destination through music. Hotel guests will be encouraged to stream these playlists before, during and even after their travel experience.



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