Skip to main content

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

By March 8, 2016News

In a Takeover of the JW Marriott Austin Hotel, Marriott Rewards and Universal Music Present “Music is Universal” @ SXSW 2016.

A fully immersive music experience by presenting daily artist showcases and performances, in the first-ever takeover of the JW Marriott Austin, during The SXSW Music Festival.

Austin based concert audio provider Nomad Sound has been selected as the primary resource for all aspects of the audio production for the unique and diverse needs of this multi-day event.

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). 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.

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,” said Jennifer Utz, Vice President of Buzz Marketing and Partnerships at Marriott International. “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.

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