Aloft Hotels is launching an online platform that will help promote local up-and-coming music talents who will perform at the “Live at Aloft Hotels” showcase at Aloft Hotels’ W XYZ bars across China, India, Malaysia and Thailand.

The collaboration will seek to provide an enhanced Aloft Hotels guest experience for millennial travellers with live music access while on-the-go.

“Live at Aloft Hotels” enables millennial travellers to connect with like-minded individuals in a fun-loving music space created by Aloft Hotels, while staying in touch with local music tastes and hot new talents. Leveraging the MTV Experience, the digital platform allows guests to engage and discover music as it introduces fresh homegrown talents from each city, with write-ups about the “Live at Aloft Hotels” events and select performers’ interviews.

The site also features an image and video gallery of past events, bios of artistes, an events calendar and a platform for travelers to share their personal concert experiences via video uploads and social media channels.

“We are thrilled to partner with MTV, an iconic brand that resonates with millennials, who possess a deep connection to music, fashion and pop culture,” said Vincent Ong, Senior Brand Director, Asia Pacific Brand Management, Starwood Hotels & Resorts. “We also share this love of music and are committed to helping our guests discover great new music and talent, whether they are traveling or visiting a W XYZ bar in their city.”

“It took our breath away when we first stepped into an Aloft hotel! We saw and felt the vibe that reflects the spirit of millennials! The collaboration with Aloft Hotels on ‘Live at Aloft Hotels Amplified by MTV’ shows a clear brand synergy between our companies, as we continue to promote and reflect local cultural tastes and music talents,” said Tan Sian Ju, Vice President of MTV & Comedy Central Brands, Viacom International Media Networks Asia.

The “2013 MTV EMA” will air across MTV’s global network of more than 60 channels reaching nearly 700 million households around the world as well as through syndication.