Nick Jonas will be the latest artist to perform as part of Hilton Worldwide’s Hilton@PLAY’s concert series, with a concert set for April 22 at the Hilton Anatole in Dallas, Texas.
The hotel category is quickly becoming one of the music industry’s most active brand segments. In February, Live Nation’s former hotel partner Starwood Hotels announced a new festival-based strategy that includes partnerships with Coachella, New Orleans Jazz Festival and British Summer Time Hyde Park. The hotel group will also unveil the full lineup for Starwood Preferred Guest Program’s Hear The Music, See The World concert series in April -- previous performers include Imagine Dragons, OneRepublic and Gavin Degraw.
Additionally, Marriott’s Renaissance Hotels announced a multi-year partnership with AEG Live in 2014 that included guest-exclusive concerts and experiences, featuring a launch performance from indie-pop band Grouplove at the hotel’s Times Square location last March. And another Starwood brand, Aloft Hotels, is in the midst of a year-long program with emerging (The Zach Bartholomew Trio, Boo Snider) and established acts (The Veronicas, Blue October) playing intimate concerts at its hotels nationwide.
The Dallas concert follows Paramore’s inaugural Hilton@PLAY performance at the Conrad New York last month, which doubled as the debut of a five-year partnership between Live Nation and Hilton Worldwide. Hilton's HHonors rewards members can redeem points to win tickets to Jonas' concert at HHonors.com/Auctions. The show will also preview Jonas' planned spring headlining tour, which is still being routed after a planned opening slot on Iggy Azalea's Great Escape arena tour was postponed from the spring to the fall.