Starwood Hotels & Resorts’ Aloft brand has announced the launch of Asia Pacific’s third Project Aloft Star, amplified by MTV. Last year, Gowri Jayakumar along with her band Run Pussy Run won the title for “Best Songwriting”. Recognising that India has talent, Project Aloft Star gives Indian bands a global platform to perform and showcase their musical skills.
Amplified by the collaboration with global youth brand MTV and Aloft, the competition will identify and support the emerging music acts throughout nine markets India, China, Hong Kong, Macau, Malaysia, Singapore, South Korea, Taiwan, and Thailand. Last year, the competition drew more than 350 entries and over half a million public votes. Building on the success over the past two years, the music talent discovery competition returns bigger – expanding the competition to Taiwan and South Korea.
Vincent Ong, Senior Brand Director, Asia Pacific Brand Management, Starwood Hotels & Resorts said, “The Aloft brand has always set the stage for the hottest up-and-coming artists, and over the past two years, Project Aloft Star, amplified by MTV has generated a tremendous response from musicians and fans, alike. We are excited to kick off our third edition, continuing our support of emerging talents by providing a platform to showcase their music to a larger audience. Additionally, we are thrilled to continue our partnership with MTV Asia, further fuelling our passion for live music, pop culture and design-led initiatives.”
Paras Sharma, Senior Vice President, MTV, Comedy Central and Paramount Channel Brands and Digital Media, Asia, Viacom International Media Networks said, “We are delighted to partner with Aloft for the third time. We share a like-minded vision of supporting up-and-coming artists and giving them a platform to shine. The music scene in Asia is going from strength to strength and this collaboration enables us to continue providing vibrant and entertaining experiences to youths, by helping them discover the next generation of artists.”
