Aloft Hotel
Hifi was recently approached by Starwood to help celebrate the 50th Aloft hotel opening in London.
As a part of their ‘Turning Up the Spotlight’ campaign, Aloft created an X Factor style competition offering 6 up–and-coming local bands in two radically different cities the opportunity to play at the November 2011 grand opening of the Aloft London.
Taking place across Brussels, Abu Dhabi and London, Hifi was sent in to capture all of the action from the raw energy of the exclusive live performances, to the “Meet the Experts” mentorship sessions, to up-close and personal interviews with the bands and judges.
Judging the competition were some of the hottest ears in the business including BBC’s new music champion Huw Stephens, The Charlatans’ Mark Collins and record producers extraordinaire Jonathan Quarmby and Kevin Bacon.
