MTV, the world’s premier youth entertainment brand and leading-edge Aloft Hotels, designed for the hyper connected global traveler, today announced a partnership to create three new and exclusive MTV Live at Aloft Hotels music events featuring break-through artists at Aloft Abu Dhabi on 20th May, Aloft London Excel on 26th May and Aloft Munich on 9th June.
The partnership, brokered by Viacom Velocity International, the in-house
integrated marketing team for Viacom International Media Networks (VIMN)
features two new platforms to support emerging artists: MTV PUSH
FUTURES Live at Aloft Hotels and Club MTV Live at Aloft
Hotels. Both will give fans access to rising global talent and the
greatest night of dance music, respectively.
Aloft Hotels has put a spotlight on up-and-coming artists since the
brand’s inception in 2008 with Live At Aloft Hotels, the
signature ongoing music series offered at every one of the brand’s 100
plus hotels worldwide and MTV has a rich history of showcasing rising
talent. Together they’re bringing the best of both worlds to Europe and
the Middle East.
In London and Munich, MTV PUSH FUTURES Live at Aloft Hotels will
feature acoustic performances from breakthrough stars Anne-Marie
(Aloft London Excel) and Max Giesinger (Aloft Munich). Both
intimate performances will take place at Aloft Hotels' bars, for
approximately 150 invited music fans and competition winners.
Club MTV Live at Aloft Hotels will take place at Aloft Abu
Dhabi’s vibrant rooftop, one of the UAE’s most popular party venues, and
will feature a 60-minute DJ set from one of the world’s most exciting
emerging electronic DJs, Jonas Blue, to an audience of around
2000 dance music fans.
“We are delighted to be partnering with Aloft Hotels whose vision of
providing exciting and entertaining experiences to young fans is
directly aligned to ours, through championing emerging talent and giving
them a platform” said Lee Sears, Vice President of Viacom Velocity
“MTV’s expertise lies in working with the hottest new
talent, delivering live, unique music experiences for our fans and
telling stories in a compelling and exciting way to our highly engaged
and hyper-connected audiences. By working with targeted social
influencers and leveraging our hugely popular social media platforms, we
at Velocity International are able to deliver a seamless commercial
campaign for our partner Aloft and a fantastic experience for music fans
across both brands on all their favourite social channels,” added Sears.
“We are delighted to join forces with MTV to elevate the ‘Live at Aloft
Hotels’ music series to new heights in Europe and the Middle East with
innovative content that speaks to today’s hyper-connected millennials,”
said Stephan Croix, Vice President of Marketing, Europe, Africa and
Middle East. “Both brands are passionate about supporting emerging
talent and live music and we are thrilled to present these three amazing
‘MTV Live at Aloft Hotels’ events.”
MTV will deploy the full might of its international network of top
performing new media and social channels to amplify all three ‘MTV
Live at Aloft Hotels’ events across the UK, Germany and the
Middle East. Filmed content will be packaged into short-form clips and
distributed across MTV’s social media platforms (Facebook, Twitter,
Instagram, Snapchat), including the first ever branded content on MTV’s
international YouTube channel and co-branded vignettes created for
In addition, two on-air 60-second vignettes will run on MTV’s channels
in the UK and Germany in June following the MTV PUSH FUTURES Live at
Aloft Hotels events, helping to maximise audience engagement and
drive fans towards the online content.
Having previously worked and toured with Rudimental, Essex star,
Anne-Marie is ready to break out on her own. With a UK headline tour
earlier this year and solo singles ‘Boy’ and ‘Do It Right’ under her
belt, the three-time world karate champion is confirmed to perform at
the London Greenwich event following a huge victory at MTV Brand New
2016 where she received the most votes in the competition ever.
After his debut “Laufen Lernen” (“Learn To Walk“), which Max Giesinger
released on his own, the young artist comes back with his second album
“Der Junge, der rennt” (“The Boy Who Runs”) and his unmistakable first
hit single “80 Millionen”. When you listen carefully to the new album,
you will discover a mid-twenty who enjoys playing with his new found
creative voice. His songs convince with their dynamic diversity, carry
you away and – if suitable – put you in a thoughtful mood. “Der Junge,
der rennt” was released on April 8th via BMG.
Born and raised in London, Jonas Blue is taking the music industry by
storm. From pop to classic dance music, as well as delving into elements
of tropical house, Jonas is crafting a sound which fills the void that
so many are craving on the music scene. His debut release ‘Fast Car’ was
a global smash, reaching #1 in the UK, Germany, Sweden, Australia and
New Zealand and the #1 spot on the US viral chart on Spotify.
Both MTV and Aloft Hotels have built a reputation for advocating and
supporting emerging artists. Music and entertainment powerhouse MTV
is the only global music player with coordinated local on-air and online
teams, reaching millions of music fans every day. From large-scale live
shows such as MTV Crashes and MTV Brand New in the UK to MTV World Stage
and MTV Push, MTV is widely recognised as a youth destination for new
Known for its vibrant social scene and innovative global music
programming, Aloft gives guests and music-loving locals free access to
emerging artists as well as some of the hottest bands at various bars. For
a complete and up-to-date list of all artists, locations and performance
dates, please visit LiveAtAloftHotels.com
and join the conversation @AloftHotels using #AloftLive.
"MTV International and Aloft Hotels Partner to Support Emerging Music
Talent." Press Release Distribution, EDGAR Filing, XBRL, Regulatory
Filings. Business Wire. May 09, 2016. Accessed May 09, 2016.