Aloft rocks the music scene with “Project Aloft Star”

Published July 20th, 2010 - 09:01 GMT

When aspiring rock stars in the UAE hear where their next big break is coming from, they might give up those fantasies of trashing hotel rooms.

In the first-ever musical artist discovery program created by a hotel brand, Aloft® Hotels, Starwood Hotels & Resorts Worldwide, Inc.'s new destination sensation, is launching "Project Aloft Star" – a competition whose champion will get to kick off the main stage at "Live In The Vineyard" in November. Open to UAE residents, winners will have the opportunity to share the stage alongside stars such as VV Brown, Lily Allen, Jason Mraz or Collective Soul.

"Live in the Vineyard" is a twice-yearly, three-day music and food festival in California's Napa Valley presented by Aloft Hotels. The winning artist or band from Project Aloft Star will also have the opportunity to rock Aloft hotels throughout the United States as part of an Aloft-sponsored tour. Aloft is the much-talked-about "style at a steal" hotel brand that's rocked the lodging landscape since its 2008 global debut and launch in the UAE with Aloft Abu Dhabi in 2009..

"Aloft guests are tastemakers who thrive on creative energy, so we think they'll get very engaged in this competition. I'd bet some of them will even enter their own bands," said Brian McGuinness, Starwood's Senior Vice President of Specialty Select Brands for Starwood. "They're also zealous about scoping out what's next, so this is a perfect way for us to deliver that to them."

Project Aloft Star will solicit artist music videos via a contest conducted on Facebook (, RockOut&Win tab). Here's how it works: Aspiring "Aloft Stars" will submit a video of an acoustic performance of original material. The top three bands will be chosen based on a combination of votes from Facebook fans, Aloft guests, and Live In the Vineyard artists. The first round of voting will take place during the submission period, from now to August 13. After the top three vote-getters are determined, a second round of votes will happen from August 25 to September 15.

The final winning act will then be announced on September 20, and will go on to play at the "Live in the Vineyard" concert the weekend of November 13 alongside other up-and-coming acts and before some of the music industry's top moguls. The musical victors will also have the chance to hit the road on an Aloft tour to five Aloft properties across the U.S.

Project Aloft Star is just the latest musical riff from Aloft. Aloft properties also serve as concert venues for Live in the Vineyard artists who rock it up close and personal with hotel guests and locals alike through a series of "Live at Aloft Hotels" ( events, throughout the year. Previous Live in the Vineyard artists include Macy Gray, Colbie Caillat, Train and Melissa Etheridge. 

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