Universal Music Group Partners with Marriott for SXSW Events

Universal Music Group pic
Universal Music Group
Image: sxsw.com

With one of the longest careers among music industry executives, Christopher Roberts served as the president of Universal Music Group’s (UMG) Classics and Jazz division. An accomplished pianist in addition to his role as a business leader, Christopher “Chris” Roberts helped to start Universal Music’s artist management and concert production divisions.

UMG partnered with the rewards program of Marriott International, Inc., to create a one-of-a-kind experience during the 2016 South by Southwest (SXSW) music festival in Austin, Texas. Taking advantage of several spots inside the large hotel, UMG organized daily live performances by artists, DJ sets, and other special events. Marriott Rewards members did not need SXSW tickets in order to enjoy the musical showcases within the hotel.

Several of UMG’s biggest new stars participated in the four days of performances at the hotel, including DNCE, Vince Staples, The Strumbellas, Grace Mitchell, and Kacy Hill. Special events include daily yoga sessions with a playlist curated by JMR.


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