UMG, Marriott Rewards Team For Daily Live Immersive Music Experiences At SXSW
March 4, 2016 at 2:28 PM (PT)
UNIVERSAL MUSIC GROUP, MARRIOTT REWARDS and RANDALLS are teaming up to provide a fully immersive music experience by presenting daily artist showcases, performances and other special events, in the first-ever takeover of a hotel, at the JW MARRIOTT AUSTIN during the SXSW MUSIC FESTIVAL.
Leveraging numerous locations, SXSW attendees, MARRIOTT REWARDS members and hotel guests will be able to experience multiple artist showcases and other music experiences in a state-of-the-art environment at the JW MARRIOTT in the heart of downtown AUSTIN. As an added benefit, MARRIOTT REWARDS members won’t need a SXSW festival badge to attend concerts at the hotel.
UMG EVP Business Development And Brand Partnerships MIKE TUNNICLIFFE commented: “Our collaboration with MARRIOTT has already produced several remarkable events, but this is the first time we’ve looked at an entire hotel as a single venue to present multiple fully-immersive music experiences. The result will be live concerts, DJ sets, and innovative brand activations, all under one roof, and featuring music’s most exciting artists.”
MARRIOTT INTERNATIONAL VP Buzz Marketing And Partnerships JENNIFER UTZ added: “We are creating a unique experience for SXSW attendees and MARRIOTT REWARDS members by turning the JW MARRIOTT AUSTIN into a concert hall. Through our partnership with UMG and SXSW, we are reinventing how we engage next generation travelers – empowering them to pursue their passions for music and travel, while amplifying the benefits of the MARRIOTT REWAQRDS program for both new and loyal guests.”
MUSIC IS UNIVERSAL showcases will feature performances by label artists and surprise guests including DNCE, VINCE STAPLES, THE STRUBELLAS, GRACE MITCHELL, GRYFFIN, BANNERS, BJ THE CHICAGO KID, BEAU, GRIZFOLK, KACY HILL, SNARKY PUPPY, JOSEPH and CLOVES.
Guests will also be able to enjoy morning yoga sessions featuring a curated playlist by JMR. Local supermarket chain RANDALLS will provide poolside smoothies to yoga participants, SXSW attendees and hotel guests each morning throughout the event.
Among the week’s many events, MUSIC IS UNIVERSAL will begin with a poolside DJ bash with EL DUSTY, PRINCE FOX and MAYER HAWTHORNE spinning on MARCH 15th at 8p (CT). MARCH 16th starts with morning yoga and ends with a special headline performance at 8p (CT). Showcases will be held from noon to 5p (CT) on MARCH 17th and 18th.
For more information visit umusicevents.com/musicisuniversal.