Designed for the next generation of travellers, Marriott International’s Aloft Hotels is now accepting submissions for Project: Aloft Star in the UAE, which will be amplified by Sony Music Entertainment Middle East.

Providing an annual platform to discover music talent, the competition will identify and support aspiring music acts in the UAE, providing the winner with a single deal at the major label.

Since 2008, Aloft has been putting the spotlight on rising stars, offering an ongoing music concert series at every one of the brand’s 126 hotels.  Project: Aloft Star promotes the brand’s commitment to supporting self-expression by identifying the hottest emerging music talent from around the globe, offering them a chance to kick start their careers and take center stage at one of the most innovative hotel brands.

The highly-anticipated competition has gained recognition globally from musicians and fans for showcasing original music from aspiring acts.

“Aloft Hotels is designed for global travellers who share our passion for music and the discovery of new sounds from around the world, and Project: Aloft Star captures that,” said Bridget Higgins, senior global brand director, Aloft Hotels. “This global programme, in its eighth year, is ever-expanding as we continue to commit to the search for the hottest sounds from around the globe as our Aloft portfolio grows. We want all music-lovers to be involved by helping us select the winner and voting for their favorite musician on our site, www.aloftstaruae.com and by chatting with us across social media platforms.”

From October 1 to October 14, aspiring musicians in the UAE are invited to submit original songs to www.aloftstaruae.com, for a chance to win a once in a lifetime opportunity to become the next Project: Aloft Star and kick start their music career with a distribution deal from Sony Music Entertainment. Working with the best talent in the region, the new Project: Aloft Star will be mentored by the industry’s finest producers, stylists, lyricists and choreographers to record their very own hit music video that will be released through Sony Music’s vast distribution network. Partnering with music and entertainment powerhouses Sony Music and Virgin Radio 104.4, Project: Aloft Star will create region-wide awareness and buzz for the latest instalment of the exciting competition.

Sony Music Entertainment Middle East is a global recorded music company with a roster of current artists that includes a broad array of both local artists and international superstars. Based in Dubai with offices in Beirut, Lebanon, the Middle East company has been instrumental in developing local and regional talent, and continues to invest in aspiring young musicians, producers and DJ’s. Speaking of the announcement, Mike Fairburn, general manager said: “At Sony Music Entertainment Middle East, we are committed to regional artists having built careers for talent including The5, Nathalie Saba, Omar Kamal and Laith Abu Joda in the past few years. We are excited by this initiative and share Aloft’s common vision of supporting aspiring artists through the passion point of music.”

Fairburn added: “The UAE music scene is diverse and constantly evolving, and our expertise lies in working with the newest acts, and helping them express and develop their passion whilst connecting them with new fans and opportunities across the Middle East region. We are looking forward to our first collaboration with Aloft Hotels, to discover and shape the music stars of tomorrow.”

In its eighth year, Project: Aloft Star reaches fans across the globe, by unearthing undiscovered talent in Asia, the Middle East, Europe and the Americas. Performances will also be taking place globally, continuing the brand’s commitment to music and to providing its guests with unprecedented and intimate entertainment experiences.

“We are excited to promote and support talent here in the UAE through Project: Aloft Star,” said Sandra Schulze-Potgieter, vice president, Premium and Select Brands, Middle East & Africa, Marriott international.  “Music discovery is important to the Aloft brand and is a passion point for many of our guests. The brand offers a unique opportunity to bring musicians and fans together in a laid-back setting to enjoy music and we look forward to amplifying our music programming here in the UAE.”  

Aloft Hotels is a trailblazer in the live-music scene worldwide. The brand has always been committed to cutting-edge music programming, leading the way as an industry innovator by supporting live acts in its hotels through its Live at Aloft Hotels music program held at its hotels across the globe. Currently running live acts in its Abu Dhabi and Al Ain hotels, Aloft will turn up its programming in the UAE with new hotel openings in Dubai South, Palm Jumeirah, Me’aisem and City Centre Deira in the next year. - TradeArabia News Service