Aloft Hotels Installs 'Shower Studios' For UMG-Assisted Talent Competition in Europe

Aloft Hotels logo
Courtesy of Aloft Hotels


In a new partnership announced on Tuesday (Aug. 21), Universal Music Group has decided to pair up with Aloft Hotels, Marriott International’s outpost for people in the music industry, to create Project: Aloft Star Europe 2018. This partnership marks Marriott International's first global partnership with Universal Music Group and Brands, focusing on the development of emerging talent in unlikely places.

The artist discovery project launched earlier this month. Applicants can submit an original song and those who get through an initial selection process and public voting will then go on to perform in front of a panel of judges in November at the Aloft Hotel in Munich.

To mark the occasion, the tech-driven hotel chain is installing state-of-the-art shower audio recording booths in select locations. The booths come with waterproof studio equipment that will allow users to sing, record, replay and share the recordings. Guests located at Aloft Hotels in London, Brussels, Munich and Kiev will be able to access these special "shower studios" if their stay aligns with the Project: Aloft Star 2018 competition.

"Each year we see incredible, undiscovered talent emerge through Project: Aloft Star. This year we're going a step further with a new partnership with Universal Music Group to nurture and support more emerging musicians," said, John Licence, Vice President of Premium and Select Brands at Marriott International Europe in a press release. "Showers are synonymous with singing, so we put a fun spin on this by launching these voice recording booths using innovative technology to encourage even more superstars-in-the-making to bring their vocal talent out of the showers and into the spotlight."

Winners of the competition will get the chance to record and release an original single.