Following in the footsteps of Hard Rock Hotels, UMUSIC Hotels will be a music-based experiential hospitality brand from Universal Music Group. Olivia Palamountain reports

Music-based entertainment giant Universal Music Group (UMG) will launch UMUSIC Hotels, a portfolio of “music-based experiential” properties with entertainment impact investment group Dakia U-Ventures.

The first locations for UMUSIC Hotels have been announced as Atlanta, Georgia; Biloxi, Mississippi; and Orlando, Florida; with additional cities across the US and around the world to come. Pyramid Hotel Group has partnered with the joint venture for the US operations.

Bruce Resnikoff, president and CEO of Universal Music Enterprises, says: “Through music’s unique power to inspire and unite – especially given UMG’s unparalleled roster of artists and labels – UMUSIC Hotels will both highlight these cities’ rich music heritages and provide new opportunities for artists to reach fans in immersive, innovative and authentic ways.”

UMUSIC HotelPromising “immersive experiences for fans, guests and artists alike”, music and entertainment will inspire the design and guest experience at each hotel. Every property will complement the city landscape and incorporate elements of the local music scene in order to integrate into the community.

The UMUSIC Broadwater Hotel in Biloxi will integrate a performance venue and a luxury hotel with an immersive architecture style.

In Atlanta, the UMUSIC Hotel will include a holistic entertainment venue. UMUSIC Orlando’s design will similarly reflect a music-first experience for guests.

Robert Lavia, chairman at Dakia U-Ventures LLC, says: “Every destination holds a great story just waiting to be told through its cultural heritage and its music. Through this new concept, we will both help people discover new ways to channel their love for music and the arts and help empower the transformation of communities worldwide through cultural, inspirational, creative and conscious collaboration. And we’re thrilled to work together with Universal Music Group who shares our vision and passion about the powerful role of culture and music for each community we touch.”

UMUSIC Hotels are not the only hotels inspired by the power of sound. Chateau Denmark, an ode to the rock n roll days of Soho, will be opening in London 2021.

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