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Marriott Rewards, Universal Music Group To Bring Daily Live Immersive Music Experiences To The SXSW Music Festival

11:21 AM

In a Takeover of the JW Marriott Austin Hotel, 
Marriott Rewards and Universal Music Present 
Music is Universal @ SXSW

DNCE, Vince Staples, The Strumbellas, Grace Mitchell, Banners and BJ The Chicago Kid among artists performing at showcases

Randalls to Offer Poolside Smoothie Bar

Universal Music Group (UMG), the world leader in music-based entertainment, Marriott Rewards, the loyalty program of Marriott International, Inc., and Randalls are teaming up to provide a fully immersive music experience by presenting daily artist showcases, performances and other special events, in the first-ever takeover of a hotel, at the JW Marriott Austin, during The SXSW Music Festival.

Leveraging numerous locations inside Austin's largest hotel, SXSW attendees, Marriott Rewards members and hotel guests will be able to experience multiple artist showcases and other music experiences in a state-of-the-art environment at the luxurious JW Marriott in the heart of downtown.

As an added benefit, Marriott Rewards members won't need a SXSW festival badge to attend concerts at the hotel.
In making the announcement, Mike Tunnicliffe, UMG's Executive Vice President of Business Development and Brand Partnerships, said, "Our collaboration with Marriott has already produced several remarkable events, but this is the first time we've looked at an entire hotel as a single venue to present multiple fully-immersive music experiences.  The result will be live concerts, DJ sets, and innovative brand activations, all under one roof, and featuring music's most exciting artists."
"We are creating a unique experience for SXSW attendees and Marriott Rewards members by turning the JW Marriott Austin into a concert hall," Jennifer Utz, Vice President of Buzz Marketing and Partnerships at Marriott International, said. "Through our partnership with UMG and SXSW, we are reinventing how we engage next generation travelers – empowering them to pursue their passions for music and travel, while amplifying the benefits of the Marriott Rewards program for both new and loyal guests."
In transforming the hotel into a music venue during SXSW Music, UMG artists will perform during four days of live music beginning March 15.

In addition to SXSW attendees, Marriott Rewards members will get access to showcases and other on-site exclusive opportunities, including artist meetings.

Music is Universal showcases will feature performances by surprise guests and some of UMG's brightest new artists including DNCE (Republic), Vince Staples (Def Jam), The Strumbellas (Glassnote), Grace Mitchell (Republic), Gryffin (Interscope), Banners (Island), BJ The Chicago Kid (Motown), Beau (Kitsuné/INgrooves), Grizfolk (Virgin), Kacy Hill (Def Jam), Snarky Puppy (GroundUp/UMC), Joseph (ATO/Caroline) and Cloves (Interscope).

Guests will also be able to enjoy morning Yoga sessions featuring a curated playlist by JMR (Republic).

Randalls, your favorite local supermarket™, will provide refreshing poolside smoothies to Yoga participants, SXSW attendees and hotel guests each morning throughout the event.

Uniquely yummy smoothies feature O Organics® produce and Silk® / Earthbound Farms products and produce.

Among the week's many events, Music is Universal will begin with a Poolside DJ Bash with El Dusty (UMLE), Prince Fox (Republic) and Mayer Hawthorne (Vagrant/INgrooves) spinning on March 15 at 8 p.m.

March 16 starts with morning yoga and ends with a special headline performance at 8 p.m. Showcases will be held from noon to 5 p.m. on March 17 and March 18.

For more information visit

About Universal Music Group
Universal Music Group is the global music leader, with wholly owned operations in 60 territories. Its businesses also include Universal Music Publishing Group, one of the industry's premier music publishing operations worldwide.

Universal Music Group's labels include A&M Records, Angel, Astralwerks, Blue Note Records, Capitol Christian Music Group, Capitol Records, Capitol Records Nashville, Caroline, Decca, Def Jam Recordings, Deutsche Grammophon, Disa, Emarcy, EMI Records Nashville, Fonovisa, Geffen Records, Harvest, Interscope Records, Island Records, Machete Music, Manhattan, MCA Nashville, Mercury Nashville, Mercury Records, Motown Records, Polydor Records, Republic Records, Universal Music Latino, Verve Music Group, Virgin Records, Virgin EMI Records, as well as a multitude of record labels owned or distributed by its record company subsidiaries around the world. The Universal Music Group owns the most extensive catalogue of music in the industry, which includes the last 100 years of the world's most popular artists and their recordings. UMG's catalogue is marketed through two distinct divisions, Universal Music Enterprises (in the U.S.) and Universal Strategic Marketing (outside the U.S.). Universal Music Group also includes Global Digital Business, its new media and technologies division and Bravado, its merchandising company.

Universal Music Group is a fully owned subsidiary of Vivendi.

About Marriott Rewards
Marriott Rewards is Marriott International's award-winning loyalty program spanning 17 brands and over 4,000 properties worldwide. Marriott Rewards is free to join and has no blackout dates and members can earn and redeem points at Marriott International properties around the world and at Marriott Rewards exclusive luxury partner The Ritz-Carlton®.  Members can also redeem points for frequent flyer miles, cruises, car rentals, merchandise and more. By making rewards accessible with a modern, easy approach, Marriott Rewards continues to be a leader in the industry. Marriott Rewards has won the Freddie Award for "Best Hotel Rewards Program in the Americas" for the last eight years and is a two-time winner of the Frequent Travel Award for "Best Hotel Rewards Program." In addition, the program has been named best hotel rewards program by the readers of U.S. News & World Report,, Business Traveler, Global Traveler, Executive Travel and BusinessWeek magazines. To enroll and for more information about Marriott Rewards, guests can visit

About Marriott International
Visit Marriott International, Inc. (NASDAQ: MAR) for company information. For more information or reservations, please visit our website at, and for the latest company news, visit

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