Starwood inks music deal with Sony

SONY BMG MUSIC ENTERTAINMENT and Starwood are working together to develop a multi-faceted partnership to build unique guest experiences through branded music and entertainment programming, special products and exclusive guest opportunities.The deal will be spread across the Starwood Hotel portfolio including its Sheraton, W, Westin, Four Points, Le Meridien, St. Regis and The Luxury Collection brands.

The program is currently rolling out in the U.S., with a global expansion of the various components planned for late 2007.

As part of the initiative, SONY BMG and Starwood will work together to implement a broad offering of music-based services to create unique entertainment experiences for guests. The program will encompass online interactive venues to explore and acquire music, in-room TV offerings, music programming for public spaces, custom music entertainment products, special events, and exclusive VIP access opportunities for one-of-a-kind artist memorabilia, performances and the chance to meet SONY BMG artists.

“Music offers a powerful way to connect with people. And through this program, SONY BMG can leverage its wealth of artist talent and music assets to create engaging and memorable experiences, that can further enhance and extend the guest relationship with Starwood hotels,” said JJ Rosen, EVP of SONY BMG’s Commercial Music Group. “With one of the largest recorded music catalogs, and our leadership in advanced entertainment services, we see this as a tremendous opportunity to innovate and deliver new ways for consumers to explore and enjoy music across a variety of products, venues and events.”

“There is no sensory element more engaging than music,” commented John Peyton, Senior Vice President, Customer Marketing and Partnerships. “It can help define an environment, communicate the core values of our brands, speak to peoples’ passions and create meaningful connections. Together with SONY BMG, we plan to advance our music and entertainment offerings to deliver differentiating experiences to consumers and deepen the relationship with our brands.”


“This ambitious new program will provide Starwood with a powerful tool to underscore the unique nature of each of their properties,” commented John Ingrassia, President of SONY BMG MUSIC ENTERTAINMENT’s Commercial Music Group. “I know I speak for everybody at the Commercial Music Group when I say that I look forward to working closely with them as we roll out this innovative new plan, and provide their guests with access to some of the greatest music ever made.”

Elements of the partnership include:

  Music Programming For Public Spaces:
SONY BMG and Starwood have collaborated to create a “tailored sound” designed distinctly for each of the participating Starwood brands, creating musical experiences that mirror the look and feel of the individual hotel brand, and change in tone and tempo to reflect the time of day. These specially curated playlists are currently rolling out at Starwood hotels the U.S.

Interactive Music Venues for Web and Broadband Portals:

SONY BMG will create a series of customized online music services to allow consumers to discover, experience and acquire music through the Web sites of hotel brands, and their broadband portals. The services, to include streaming audio/video programming, and customized online stores, will feature artists and music chosen specifically for the audiences of Starwood’s brands. The first to launch is W Video Mix video player which can be found at

Music Programming for In-Room TV

SONY BMG will create special music-based programming for guests to view on Starwood’s in-room TV network. The programming will include exclusive original and on-demand programming, including interviews with current and legendary artists, concert footage plus long form videos.

Custom Music Products

SONY BMG will also produce custom compilation CDs that will be created to complement the experience of each Starwood hotel. In addition, SONY BMG will make available tracks and custom digital playlists for guests to purchase through Starwood’s branded hotel Web sites, as well as other specially-produced digital music products.

Moments by Starwood Preferred Guest

SONY BMG will also create programs to help support Starwood’s award winning hotel loyalty program, Starwood Preferred Guest(R), and its new online auction website Moments by Starwood Preferred Guest, where members can use their Starpoints(R) to bid on exclusive, once-in-a-lifetime experiences. SONY BMG will develop innovative and unique rewards and special VIP access to extraordinary events including exclusive concert packages with artist meet and greets, insider access to exclusive performances and more.