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Aloft Hotels Launches Global Search for Emerging Music Talent with 5th Annual Project Aloft Star Talent Competition

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Powered By NYLON; Kickoff Concert to Feature Exclusive Performances by 2013 Winner, MY BODY, and NYLON Music Issue Cover Artist, HAIM

Starting today, Unsigned Bands Can Enter at LiveAtAloftHotels.com for Chance to be Named 2014 Winner and Perform at some of Aloft's Most Exciting Hotels around the World

STAMFORD, Conn. - May 29, 2014 - (BUSINESS WIRE) - Aloft Hotels, the leading-edge hotel brand designed for the next generation traveler, today announced the launch of Project Aloft Star - the fifth annual global talent discovery competition aimed to identify and support the hottest emerging music artists - with an exclusive event in Los Angeles featuring performances by 2013 Project Aloft Star winner, MY BODY, and NYLON's June/July music issue cover artist, HAIM. Starting today through July 27, unsigned bands and artists are invited to upload an original song to LiveAtAloftHotels.com for the chance to be named the 2014 Project Aloft Star winner.

"Winning the Project Aloft Star contest last year was a real turning point for us in our careers," said Darren Bridenbeck, MY BODY. "We've had an incredible year. We played as a spotlight artist at Aloft Hotels and performed in Austin for NYLON's SXSW Music Showcase - we've not only grown our fan base, but have had a lot of doors open for us that wouldn't have otherwise."

For the fifth year, a panel of expert judges – including NYLON's music execs, NYLON Guys' Josh Madden, and Aloft Music insiders, will comb through submissions to identify the 10 acts that will advance to the fan voting round on Facebook. Then, starting August 24, it's up to Aloft Facebook fans and music lovers all over the world to vote for their favorite act and help select the 2014 Project Aloft Star. The winner will become a Spotlight artist for the Live at Aloft Hotels music series, performing at some of the brand's most exciting destinations later this year, meet with NYLON Records execs, and be featured in NYLON's November issue.

"Music is at the core of the Aloft brand's DNA and we're thrilled to launch the fifth annual Project Aloft Star competition to identify the hottest emerging acts in music," said Brian McGuinness, Global Brand Leader, Aloft Hotels . "We're continually looking for ways to connect our tech-savvy guests with music from around the world, and with this year's competition, we're able to really engage fans with the voting process on Facebook and offer a global platform for exposure to these emerging artists."

Aloft Hotels, together with internationally renowned lifestyle authority, NYLON magazine, launched Project Aloft Star to give emerging artists exposure to a wider fan base through concerts and promotions nationwide. The competition is just one component of the Aloft brand's innovative line-up of music programming and continued commitment to music discovery. Recognizing that the new global traveler craves authentic experiences, Aloft Hotels delivers live music acts featuring local and established talent through its Live at Aloft Hotels music program in its buzzing W XYZ bars. Featured artists have included Imagine Dragons, The Lumineers and Atlas Genius. For more information of the brand's dynamic music programming, visit www.LiveAtAloftHotels.com.

This marks the beginning of the global search for emerging artists residing in the Americas. Project Aloft Star will kick off for new and rising artists in Asia Pacific later this summer.

About Aloft Hotels

With 100 hotels open now and coming soon in 14 countries around the world, Starwood's Aloft brand delivers a fresh approach to the traditional staid hotel landscape. For the 'always on' next generation of traveler, the Aloft brand offers a tech-forward, vibrant experience and a modern style that is different by design. For more information, please visit www.alofthotels.com. Aloft, like all brands within Starwood's portfolio, is proud to offer the Starwood Preferred Guest® program, the industry's richest loyalty program. To learn more, please visit spg.com.

About Starwood Hotels & Resorts Worldwide, Inc.

Starwood Hotels & Resorts Worldwide, Inc. is one of the leading hotel and leisure companies in the world with nearly 1,200 properties in 100 countries, and 181,400 employees at its owned and managed properties. Starwood is a fully integrated owner, operator and franchisor of hotels, resorts and residences with the following internationally renowned brands: St. Regis®, The Luxury Collection®, W®, Westin®, Le Méridien®, Sheraton®, Four Points® by Sheraton, Aloft®, and Element®. The Company boasts one of the industry's leading loyalty programs, Starwood Preferred Guest (SPG®), allowing members to earn and redeem points for room stays, room upgrades and flights, with no blackout dates. Starwood also owns Starwood Vacation Ownership, Inc., a premier provider of world-class vacation experiences through villa-style resorts and privileged access to Starwood brands. For more information, please visit www.starwoodhotels.com.

About NYLON

Since its launch in 1999, NYLON magazine has been the reigning authority on fashion, music, beauty for the modern and intelligent young woman. With award-winning photography, groundbreaking design, and a unique editorial voice, NYLON extends beyond the pages of the publication and is celebrated as the definitive lens for cutting-edge style and emerging popular culture. In its fifteen years, NYLON has continued to evolve its voice and design, always staying one step ahead of the mainstream. Looked to as an authority on current and upcoming trends in everything from people to places to design, NYLON consistently showcases those who are just on the brink of having a huge moment in pop culture. Year-after-year NYLON continues to deliver comprehensive coverage, bold, provocative thinking and a fresh perspective.

SOURCE Starwood Hotels & Resorts Worldwide, Inc.

Media Contact:

Ashley Chapman
212-380-4015
Global Public Relations
Aloft Hotels
Ashley.chapman@starwoodhotels.com

 

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