Music streaming platform Tidal has partnered with hospitality group sbe to create bespoke playlists for the hotels under its SLS, Mondrian, Hyde and Delano House of Originals brands. Emily Eastman reports
Tidal, the world’s first global music streaming service with high fidelity sound, will curate exclusive custom soundtracks for select sbe hotels in the US and UK (numbering 29 by the end of the year), starting with the Delano South Beach in Miami.
Playlists will be be piped into public areas, pools, lounges, restaurants and even bedrooms via a dedicated channel on TVs. There will also be “jukebox installations” in the lobbies.
Everyone knows that music is important for setting a mood but this partnership is also an interesting example of “experiential marketing”.
Guests staying at SLS or Hyde hotels, for example, will receive a free three-month Tidal HiFi subscription (worth US$20 a month), followed by a 20 per cent annual discount to encourage them to consider the platform as an alternative to Spotify or Apple Music.
Meanwhile, benefits for existing Tidal customers staying at sbe properties will include the fourth night free during consecutive stays, free upgrades and late check-outs, depending on availability.
Over the coming months, the brands will collaborate on events during Art Basel, Miami Music Week, Coachella and the Super Bowl.
“Music is a major contributor to the ambience of any space or event,” says Tidal COO Lior Tibon. “The sbe group created a welcoming and sophisticated environment for their guests across properties and our soundtrack will undoubtedly take the experience to the next level.”
Sam Nazarian, founder and CEO of sbe, says: “Music represents an important part of the sbe brand experience and we are excited to partner with such a dynamic group as Tidal, to bring entertainment and guest experience to the next level at our properties.
“The collaboration with Tidal is reinforcing our progression to work with the most innovative global platforms in the market and to provide the most forward-thinking technologies to our properties’ owners, and more importantly our guests.”
The partnership marks the latest move in sbe’s growth story, which has seen it join forces with the likes of Spring, Corp., Chase Sapphire and Lincoln Motor Company. For Tidal, the collaboration adds to an expanding list of partners that features Barry’s Bootcamp, Bershka and Mercedes-Benz.
Available in 54 countries, Tidal’s streaming service has more than 60 million songs and 250,000 high quality videos in its catalogue, along with original video series and podcasts.