Aloft Hotels announced on October 3, in partnership with Universal Music Group & Brands (UMGB), the three finalists for the Americas chapter of the international Project: Aloft Star artist discovery competition.

The competition is part of a global partnership focused on finding emerging musical talent. After receiving a record number of entries, the finalists in the 2018 competition include solo artist Camden, indie pop band The Eiffels and sister duo guitar act REYNA.

“This diverse group of finalists is the reason we developed Project: Aloft Star – to give all types of vibrant, emerging talent the platform to be recognized,” said Toni Stoeckl, Aloft Hotels. “Being able to support music makers in a way that could change the trajectory of their life is what makes this year’s program truly special.”

Each of the three will receive individual mentoring sessions from X Ambassadors, this year’s Project: Aloft Star mentors. The contestants will then perform in front of a panel of industry judges at the project finale event in Austin, Texas on November 1.

The prize includes an opportunity to record a single at the legendary Capitol Studios in Hollywood, and mentoring from UMG’s executives which will include help selecting a song to record. A winner will be chosen from a combination of public votes and scores from the panel of judges. Music fans are encouraged to vote for their favorite artist at through October 22.

Aloft Hotels has been an incubator for emerging musical talent for a decade, as a thriving music destination that welcomes touring musicians with special discounted artist rates.

The Milwaukee-by-way-of-Texas sister-duo REYNA is comprised of Vic Banuelos and Gaby Banuelos. The two first appeared with their shimmering 1980s inspired pop debut single ‘Spill Your Colors,’ and attracting over 20K streams in its first day.

Since then REYNA has released a series of singles which have so far garnered over 3 million combined streams on Spotify. It was not long before they were opening for such groups as Chvrches, Death Cab for Cutie, Kesha, Coast Modern, and The Naked and Famous. Featured on Billboard’s “12 LGBTQ Artist to Discover During LGBTQ Pride Month” and Beats 1/Apple Music Chart Show, the sisters expanded their national profile which was welcomed recognition.

“We’re proud to partner with Aloft Hotels on this endeavor to discover fresh new musical acts while giving our existing emerging artists the opportunity to reach new fans across the country through the Project: Aloft Star Tour. We look forward to having the opportunity to work with the Project: Aloft Star winner,” said Mike Tunnicliffe, Universal Music Group & Brands.

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Kelly Bolter