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Sony BMG Music Entertainment and Starwood Hotels & Resorts have joined together to form a multi-faceted music and entertainment initiative.
A variety of music and entertainment programming, products and events ” all under the Sony BMG brand ” will be provided to Starwood guests.
"Music offers a powerful way to connect with people,” said Sony BMG executive vice president, commercial music group, JJ Rosen.
”Sony BMG can leverage its wealth of artist talent and music assets to create experiences that can enhance the guest relationship with Starwood hotels."
The joint concept will provide customised compilation CDs for each hotel, and music programming for in-room TV, including access to exclusive concerts, interviews, and on-demand features.
Public spaces within Starwood establishments will also receive a music make-over.
”A ”tailored sound” is designed 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,” said a spokesperson for Sony.
Sony will also be adding its name to the Starwood loyalty programme: Starwood Preferred Guest. Members will be able to use their ”Starpoints” to bid online for special prizes put together by Sony.
Currently rolling out in the US, the initiative is set to expand throughout Starwood”s other properties on a global level.
All of the hotel chain”s subsidiaries ” Le M”ridien, Sheraton, W, Westin, Four Points, St Regis and The Luxury Collection ” will be targeted by the new venture.