Marriott International’s Aloft Hotels has once again teamed up with Universal Music Group & Brands (UMGB) MENA (the brand strategy division of Universal Music Group), the world leader in music-based entertainment, to present the 2018 edition of Aloft Hotels’ artist discovery competition, Project: Aloft Star UAE.
Scheduled to commence on September 18, 2018, the event will include performances by last year’s winner Stephon LaMar, finalist Danny Aridi and rising Arabic artist Mahdi Baccouch at Aloft Palm Jumeirah.
The competition calls for musicians to take part to win the opportunity to record a single at the legendary Abbey Road Studios in London, UK, mentoring from UMG’s executives/producers to help select a song to record, worldwide release of the winner’s single on digital platforms and a professional music video shot at Aloft City Centre Deira, Dubai.
This year’s Project: Aloft Star UAE 2018 mentors, Anthony Touma, Shaun Warner, Big Hass and Mark Shakedown will help guide the four finalists on their journey during an interactive and exclusive mentoring session at Aloft Me’asiam, preparing them for their final performance.
Warner stated: “I’m delighted to be part of Project: Aloft Star UAE. I think it’s important to share the insights I have gathered from my career and help those who are just starting their journey. Programmes like these are vital to the overall health of the industry and Aloft Hotels is playing a key role in supporting, nurturing and developing the artistic community.”
The Project: Aloft Star UAE 2018 contest is part of Marriott International’s one-of-a-kind global partnership with UMG, which has evolved to include a focus on developing emerging talent.
Also speaking on the event was vice president, Premium and Select Brands – Middle East and Africa, Marriott International, Sandra Schulze-Potgieter: “We are excited to launch this year’s edition of Project: Aloft Star UAE with UMG. The chance to work with one of UMG’s prestigious labels is a once-in-a lifetime opportunity and we are glad we can offer this platform to emerging talent here in the Middle East.
“Aloft Hotels has always been the brand for music makers and music lovers and we continue to amplify our music programming across our hotels in the region,” she concluded.