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Sony and Starwood seal music deal

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Starwood Hotels and Sony BMG Music Entertainment have teamed up to develop a partnership to create unusual guest experiences through branded music and entertainment programming, special products and exclusive guest opportunities.

“This ambitious new program will provide Starwood with a powerful tool to underscore the unique nature of each of their properties,” said John Ingrassia, president of Sony BMG Music Entertainment’s Commercial Music Group.

Features of the programs include tailored sound designs for each of Starwood’s brands (Sheraton, W, Westin, Four Points, Le Meridien, St. Regis and The Luxury Collection), customized online music services offered through hotel Web sites, music-based programming on guest room televisions, and custom compilation CDs unique to each hotel brand. A Moments by Starwood Preferred Guest online auction site will allow preferred guest members to use Starpoints to bid on exclusive, one-of-a-kind lifetime experiences, such as VIP access to special concerts, artist meet-and-greets and insider access to special performances.

The program is currently rolling out in the U.S., with global expansion scheduled for later this year.