Aloft Hotels kicks off the UAE's 'Project: Aloft Star' music talent search. Aloft Hotels kicks off the UAE's 'Project: Aloft Star' music talent search.

Aloft Hotels is now accepting submissions for Project: Aloft Star in the United Arab Emirates, a competition to spot and support emerging musical talent in the country supported by Sony Music Entertainment Middle East.

Providing an annual platform to discover music talent, the competition will identify aspiring music acts in the UAE, providing the winner with a single deal at the label.

“We are excited to promote and support talent here in the UAE through Project: Aloft Star,” said Marriott International vice president, premium and select brands Middle East & Africa Sandra Schulze-Potgieter. “Music discovery is important to the Aloft brand and is a passion point for many of our guests.  The brand offers a unique opportunity to bring musicians and fans together in a laid-back setting to enjoy music and we look forward to amplifying our music programming here in the UAE.” 

From 1 October to 14 October 2017, aspiring musicians in the UAE are invited to submit original songs to, for a chance to win a once in a lifetime opportunity to become the next Project: Aloft Star and kick start their music career with a distribution deal from Sony Music Entertainment. Working with established talent in the region, the new Project: Aloft Star will be mentored by the industry’s producers, stylists, lyricists and choreographers to record their very own hit music video that will be released through Sony Music’s distribution network. Partnering with music and entertainment powerhouses Sony Music and Virgin Radio 104.4, Project: Aloft Star will create region-wide awareness and buzz for the latest installment of the competition.

Sony Music Entertainment Middle East is a global recorded music company with a roster of current artists that includes an array of both local artists and international superstars. Based in Dubai with offices in Beirut, Lebanon, the Middle East company has been instrumental in developing local and regional talent, and continues to invest in aspiring young musicians, producers and DJ’s.

Speaking of the announcement, general manager Mike Fairburn said: “At Sony Music Entertainment Middle East, we are committed to regional artists having built careers for talent including The5, Nathalie Saba, Omar Kamal and Laith Abu Joda in the past few years. We are excited by this initiative and share Aloft’s common vision of supporting aspiring artists through the passion point of music.”

Fairburn added, “The UAE music scene is diverse and constantly evolving, and our expertise lies in working with the newest acts, and helping them express and develop their passion whilst connecting them with new fans and opportunities across the Middle East region. We are looking forward to our first collaboration with Aloft Hotels, to discover and shape the music stars of tomorrow.”

Since 2008, Aloft Hotels has been putting the spotlight on rising stars, offering an ongoing music concert series through its 'Live at Aloft Hotels' music programme at every one of the brand’s 126 hotels worldwide.  

Currently running live acts in its Abu Dhabi and Al Ain hotels, Aloft will turn up its programming in the UAE with new hotel openings In Dubai South, Palm Jumeirah, Me’aisem and City Centre Deira in the next year.

Submission details:

The competition covers the United Arab Emirates.

Bands, artists and songwriters are invited to submit their original compositions [1] – through YouTube at, between 1 October to 14 October 2017.

Public voting for 'People’s Choice' Finalist

Four finalists will be shortlisted – three will be selected by judges, and the fourth will be a 'People’s Choice' finalist.  From 15 October to 29 October, the public can vote for their favorite artist from curated entries on 

The finals will take place live at the Aloft Abu Dhabi on 10th November 2017.

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