Universal Music Group has partnered with investment group Dakia U-Ventures to launch new “music-based experiential” hotel brand Umusic Hotels.
The first three properties under the brand are set to open in Atlanta, Biloxi (Mississippi) and Orlando, with plans to expands to other US cities “and around the world”.
According to a press release the hotels “will draw inspiration from their respective local culture and serve as creative hubs in communities around the world – promoting positive social change, education and innovation through the power of music”.
The Umusic Broadwater Hotel in Biloxi will “seamlessly integrate a stunning performance venue and a luxury hotel with an immersive architecture style”, while the Atlanta property will include “a holistic entertainment venue”, and the design of the Orlando hotel “will similarly reflect a music-first experience for guests”.
US properties under the new brand will be operated by the Pyramid Hotel Group, a Boston-based hotel management company with a portfolio of over 120 hotels and resorts across the United States, Caribbean, and Western Europe.
Commenting on the news Bruce Resnikoff, president and CEO of Universal Music Enterprises, said:
“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.”
Music-based hotel concepts are becoming increasingly popular, with the success of brands like Hard Rock, which opened its first London property on the corner of Oxford Street and Park Lane last year.
Last month plans were unveiled for a boutique hotel inspired by “the birthplace of the British music scene” in London’s West End.