Aloft gives musicians a chance to shine

Following its success over the past three years, the reach of the competition is now extended to Australia and Indonesia. The winners will get a mentorship by MTV and Believe Distribution Services, a Believe Distribution Services deal for marketing and distribution, and US$10,000 (Bt350,000) to fund their music journey.
The competition will identify and support aspiring music acts from Australia, China, Hong Kong and Indonesia to Malaysia, Singapore, South Korea, Taiwan and Thailand. Last year, the competition drew more than 500 entries and 600,000 public votes.
“Aloft Hotels is designed for those who love open thinking and open expression, and Project Aloft Star captures the brand’s belief in selfexpression through music,” says Mike Fulkerson, vice president, brand & marketing, Asia Pacific.
“We’re excited to be exploring new talent this year by opening up entries to include Australia and Indonesia. We also want all musiclovers to be involved by voting for their favourite musicians via the projectaloftstar.com website as well as engaging with us on our social media channels.”
The Project Aloft Star promotes a commitment to supporting selfexpression by identifying the latest emerging music talents in the region. Together with MTV, Aloft has helped boost the visibility and quality of original compositions amongst musicians and continues to be a catalyst for musical creativity, with Project Aloft Star serving as a platform for showcasing the hottest upandcoming artists.
The project is expected to create regionwide awareness and buzz for the latest instalment of the exciting competition. MTV is the only global music player with coordinated local onair and online teams, reaching millions of music fans every day. From largescale live shows to onair programmes such as MTV Ok Danceoke and MTV PUSH, MTV is widely recognized as a youth destination for discovering music and talents.
Rocking the world since its debut in 2008, Aloft Hotels is a trailblazer in the livemusic scene worldwide. The brand has always been committed to cuttingedge music programming, leading the way as an industry innovator by supporting live acts in its hotels through its Live at Aloft Hotels music programme held at its buzzing W XYZ bars across the globe.
“This partnership is truly a testament to MTV’s and Aloft’s common vision of supporting aspiring artists for four years running, and through the passion point of music. The Asia Pacific music scene is diverse and constantly evolving, and our expertise lies in working with the newest acts, and helping them uncover their passion as well as connecting them with new opportunities and fans across Asia Pacific,” said Paras Sharma, senior vice president and general manager, Southeast Asia, Viacom International Media Networks.
The competition covers key markets in the Asia Pacific via three contest clusters consisting of Greater China (China, Hong Kong and Taiwan), Southeast Asia and Australia (Australia, Indonesia, Malaysia, Singapore and Thailand) and South Korea.