Aloft Hotels and MTV reveal winners for 2015 Project Aloft Star in Asia Pacific

More than Half a Million Votes and Over 350 Original Music Entries Received From Asia’s Emerging Music Talent.

With 100 hotels open now and coming soon in 15 countries around the world, Starwood’s Aloft brand delivers a fresh approach to the traditional staid hotel landscape. For today’s connected, curious and communal evolving global traveler, the Aloft brand offers a tech-forward, vibrant experience and a modern style that is different by design.

Recently, Aloft in association with MTV ran a talent hunt, the 15-week competition kicked off on 22 May, garnering close to double the number of published original music video submissions from aspiring music talent compared to the inaugural edition held in 2014. Fans lent their support by voting for their favourite music videos, with voting numbers skyrocketing over 20 times last year’s, to more than half a million.

The top finalists battled it out at the finals held at Aloft Hotels in Kuala Lumpur, Bangalore and Guangzhou over the weekend in front of a panel of judges. They were evaluated on music composition and song-writing skills, originality and creativity, technical skill, “wow” factor, showmanship, and stage presence.

Winners Run Pussy Run (India) said “We are absolutely thrilled that we won the Project Aloft Star, Amplified by MTV competition! It is the first time we have participated in a competition, and winning it has been the most encouraging and rewarding experience so far. All the participants were lovely, and it was humbling to meet and share the journey with everyone. This equips us to release our debut album and perhaps a video too! Kudos to Aloft and MTV for supporting and paving pathways for independent artists!"

As part of the prize package, each winner was awarded a US$10,000 cash prize and will soon be featured in MTV Seen, a video spot of that will air on MTV Asia, MTV China and MTV India channels in October. Winners will also be featured in individual vignettes on the Project Aloft Star website.

Cool and dynamic experiences in music, design and technology have made Aloft the must-have brand for today’s hyper-connected global traveler; and our partnership with MTV Asia underscores those passion points,” said Vincent Ong, Senior Brand Director, Brand Management, Starwood Hotels & Resorts Asia Pacific. “Since last year’s Asia Pacific debut, Project Aloft Star has seen immense response and quality submissions – a testament to the immense pool of talent in the region— and Aloft is proud to continue to offer a platform of exposure for emerging artists.

“MTV is proud to partner Aloft for the Asia Pacific edition of Project Aloft Star for the second year running. We were impressed with the quality of work submitted and the increase in the number of entries and votes received shows us the amount of fresh music talent out there and the extent of public support for them. The competition has given these young performers the chance to shine and they are definitely the ones to watch. Keep playing!” said Paras Sharma, Vice President, MTV and Comedy Central Brands and Digital Media, Viacom International Media Networks Asia.

MTV is the world’s biggest youth entertainment brand. With a global reach of nearly 785 million households, MTV is the cultural home of the millennial generation, music fans and artists, and a pioneer in creating innovative programming for young people. MTV reflects and creates pop culture with its award-winning content built around compelling storytelling, music discovery and activism across TV, online and mobile. Outside of the United States, MTV is part of Viacom International Media Networks, a division of Viacom Inc., one of the world’s leading creators of programming and content across all platforms.


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