A-Trak, AWOLNATION and The Lone Bellow are among the artists confirmed for the next leg of Renaissance Hotels' music and entertainment program -- the latest in a growing trend of travel brands teaming up with music artists to attract a younger, hipper millennial crowd.
In June, Marriott International, which represents 19 hotel brands, including Renaissance, embarked on a year-long global partnership with Universal Music Group that will see artists perform one-off VIP concerts to competition winners and loyalty card holders throughout the hotel chain's international properties. Ellie Goulding performed at the June 30 launch event at London's St Pancras Renaissance Hotel.
Earlier this year, Hilton Worldwide (which represents 12 hotel brands and more than 4,300 properties across 94 countries) inked a similar five-year deal with Live Nation to become its official hotel partner. Paramore and Nick Jonas are among the artists to have so far performed as part of the Hilton@Play concert series.
The newly announced Renaissance deal will also see artists perform one-off concerts at a select number of the brand's 160 hotels, across 35 countries, alongside several other promotional incentives, including what the chain is hailing as the first ever ‘Play to Stay' (http://renaissance-hotels.marriott.com/businessunusualform) initiative.
Run in conjunction with concert recommendation platform Bandsintown, the offering allows touring artists the chance to stay at Renaissance properties for free in exchange for recording an impromptu song at participating hotels in the U.S., which will then be distributed on the travel companies social media channels.
Renaissance's music program also includes a number of bespoke video strands, including 'Room Service,' which launches with a video featuring A-Trak that sees the Canadian EDM star transform in-room dining at the Renaissance Long Beach Hotel into an impromptu DJ set. Meanwhile, AWOLNATION has been filmed delivering an exclusive acoustic performance of "Holy Roller" shot on location inside Renaissance Dallas Hotel's elevator. Brooklyn group The Lone Below has additionally recorded a 'Happy Hour' performance of its track "Cold As It Is" at the bar of the Washington D.C. Dupont Circle Hotel.
All three artists, in addition to Cut Copy, will also participate in the forthcoming second season of AXS TV's "The Navigator Live" series, which is produced in collaboration with AEG and delivers an musician-led spin on the traditional concept of hotel concierge set in and around Renaissance hotels.
"For us, it's not just about having live music in our lobby. It's really about telling a story and getting deeper into that experience and giving our customers more of an intimate look at these artists and how they create music and how they travel," Dan Vinh, Vice President Marketing, Renaissance Hotels, tells Billboard.
"It's a win win for both sides in the sense that we get to showcase the artists and create really unique experiences for our guests that enhances their stay with us. And for the artists, they get to tap into our marketing and media engines. If you think about the number of eyeballs we have every night in our hotels, in our magazines, on our website, in our loyalty programs, that's a lot of people that we reach," he adds.