by Paul Heney
Last updated: 6:00 PM ET, Wed October 3, 2018
Marriott's Aloft brand has long paired itself with music lovers and music makers.
All Aloft Hotels around the world host regular live music evenings in their W XYZ bars with local up-and-coming talent as part of the brand's Live at Aloft Hotels music program. And the brand's Project: Aloft Star has been finding and promoting new musical talent for a number of years.
Project: Aloft Star allows unsigned bands and artists in North America and Latin America to upload two original songs for consideration by a panel of judges from UMG, Aloft Hotels and live music discovery platform Bandsintown. (There are parallel competitions in EMEA and Asia Pacific.)
The panel selects three finalists to progress to Phase II of the competition, where the finalists will receive a mentoring session from the group X Ambassadors. From September 17 through October 22, fans and music lovers are encouraged to vote for their favorite among the artists.
All three finalists will perform at the Project: Aloft Star finale at Aloft Austin Downtown on November 1. The winner will then be chosen from a combination of the public vote and the panel of judges' scores.
Winners receive an opportunity to record a single at the legendary Capitol Studios in Hollywood, mentoring from UMG's executives, including help selecting a song to record, and 500,000 Rewards points.
For 2018, Aloft partnered with Universal Music Group & Brands to take the event to a new level by adding the first-ever Project: Aloft Star Tour, a five-city tour celebrating UMG's emerging artists.
The Tour takes some of UMG's hottest breakthrough artists on the road, hitting some of the great music cities to host intimate music performances in the brand's signature W XYZ bars.
The free performances kicked off with Years & Years in Philadelphia on June 23, Tank & the Bangas in New Orleans on August 9, Bea Miller in Asheville on August 21 and most recently Stanaj, along with Fátima Pinto, in San Jose, Costa Rica, on September 14. BANNERS will perform in Denver on October 17.
The Costa Rica stop on the tour was fascinating to see. Most of the hotel lobby and W XYZ bar were gradually transformed over the course of the day, with a small stage setup being installed, lights, and a backdrop for photos.
Anyone could come to watch the performances for free, they just had to call and RSVP. Everyone attending received a wristband and merchandise, from posters to fanny packs, were available for purchase.
Fátima Pinto, a young Costa Rican singer, started off with a 30-minute set of her hits, and the crowd of about 150 people buzzed when she sang in Spanish, frequently singing along. After a 15-minute break, Stanaj did almost an hour of his own music (including current hit Dirty Mind), as well as a nice selection of covers.
Talking with the artists
Fátima said that her favorite part of the tour is meeting all of the artists (like Stanaj) because she wants to keep learning. But she also enjoys the rehearsals.
"Just to see the lights and to sing with the band, I'm doing what I love. When you get that light [in your eyes] and you can't see anybody, and it's just you and your voice and your music, I think that's the best feeling," she said.
Fátima, who's a fan of artists such as The Chainsmokers, Shawn Mendes, Avicii, Drake, and Kanye West, noted that generalists don't exist anymore, it's more about the song for artists like her.
"I feel like there are no limits anymore," she said. "If I had to put my music in a box, it would be pop. But the most important thing for me is that my music makes people feel something. It doesn't matter if it's love or happy or sad, it's music that you can relate to."
Meanwhile, Stanaj, a first generation Albanian-American, said that the album that made him think, 'I want to do music forever,' was FutureSex/LoveSounds by Justin Timberlake. He most enjoys R&B from the 1990s and early 2000s.
And lately, he's been trying to see where those groups got their inspiration from, so his playlist includes artists like Lionel Richie and Peabo Bryson.
Stanaj said that being on this tour is funny because Aloft was actually there from the beginning.
"When I first signed with my record label, they sent me up to Napa Valley for this big radio programming event," he said. "And I had a showcase in the Aloft Hotel in Napa Valley, and everybody was so great-so, it's funny how it's coming full circle. This competition is so great because to see new emerging artists is special-It's awesome to be associated with emerging acts, and I think Aloft is doing a great thing of sharing these up-and-coming artists; it's fantastic."
Stanaj said that he's been in the studio every single day. He locks the door and is recording as much music as possible.
"I don't have a date yet, but I'm making an album; hopefully it's sooner than later, but it's almost done, so that's what I'm really going to focus on," he said.
VIP Concert Packages featuring a two-night stay at one of the Aloft hotel stops on this year's tour, artist merchandise and VIP talent meet-and-greets are available for members on the Marriott Rewards Moments and SPG Moments platforms.
Loyalty members may also redeem their Starpoints or Marriott Rewards points to attend a VIP experience at the Project: Aloft Star finale in Austin.
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