Universal Music Group partnered with Aloft Hotels for the "Project: Aloft Star" tour. The partnership consisted of a five-city tour celebrating UMG's emerging artists as well as a competition in which musicians entered to win a chance to record a single at Capitol Studios, mentoring from UMG's executives and 500,000 Rewards points redeemable for Marriott International hotel stays. This year, the UMG mentors were the X Ambassadors who guided three Aloft Star finalists up to their final performance.