Hilton last night launched its “Music Happens Here” program in spectacular fashion: From atop the Beverly Hills Hilton with OneRepublic performing a private Grammy week concert, which if you were a Hilton Honors member included dinner and a one-of-a-kind performance.
“We like to partner with companies we actually use and believe in,” OneRepublic’s Ryan Tedder literally shouted from rooftop of the Hilton. “All my vacations growing up were in a series of Hiltons around America. That’s what we did. So, when we were first approached, I was like, ‘I have 20-some-odd years of memories staying in Hiltons.'”
The new rewards initiative builds upon Hilton’s existing partnerships with Live Nation and The Recording Academy which has included: private concerts with Jason Derulo, Halsey, Elle King; spa sessions with Kelsea Ballerini, Tinashe and Colbie Callet; backstage access with Andra Day, Barenaked Ladies and Imagine Dragons; dance lessons with Derek and Julianne Hough and Maks & Val Chmerkovskiy; and music lessons with Mick Fleetwood, Mike Posner, Christina Perri and Cody Simpson.
Now, howerver, with the addition of Spotify, Music Happens Here has added a new music and travel content dimension. In a first of its kind for the streaming service, Spotify will host and feature content presented by Hilton and produced by Live Nation which will give audiences an insider’s guide to iconic music scenes in cities that include L.A., London, New Orleans, San Francisco, Nashville, Seattle and New York. Spotify will also curate city playlists that will guide listeners on walking tours of the featured locales.
“Music has always happened in and around our hotels and resorts throughout the world,” said Mark Weinstein, Hilton’s SVP and global head of customer engagement, loyalty and partnerships. “From The Beverly Hilton hosting the first Grammy Awards to John Lennon penning the lyrics to “Imagine” on Hilton New York Midtown stationery – Hilton will always be the world’s stage for extraordinary experiences. Music Happens Here honors our legacy of celebrating travel through music and signifies our future at the center of music’s greatest moments by creating exceptional new experiences for our Hilton Honors members. I’m thrilled Spotify has joined us and Live Nation on this journey to inspire our guests to travel the world and visit the places where music happens.”
At last night’s event Hilton, Live Nation and Spotify premiered a trailer for Spotify’s original video series (above) and announced that Los Angeles would be the first featured stop in the new series. Here, viewers will get insight into the city’s historical music moments–from Laurel Canyon troubadours and surf punk to the Strip’s glam metal scene to South Central rap.
“We are always looking for different ways to create new content experiences for our listeners,” said Pat Shah, Head of Original Content Licensing at Spotify. “Working with brands such as Hilton Honors and production partners like Live Nation allows us to tell great music stories that will resonate with our audience.”
“We are thrilled to have co-created this breakthrough program with Hilton to bring unique music experiences to fans all over the world,” said Darin Wolf, EVP Live Nation media & Sponsorship. “Whether fans are seeking out new destinations to follow their favorite artist or adding a live music event to maximize their travel experience, Music Happens Here will help amplify those experiences and create memorable moments for fans.”