You Heard It First at Ruby: Dive In With Ruby Turns Urban Hotels into Stages for Europe’s Next Breakthrough Artists

LONDON, UK - Urban lifestyle hotel brand, Ruby, part of IHG Hotels & Resorts, has launched Dive in with Ruby, a new series of live music experiences in the UK and Germany, designed to connect guests, locals and music fans with some of the most exciting emerging talent across Europe. Spanning four intimate performances, the series features headline sets from Sasha Keable and Good Neighbours, alongside two curated Secret Sets showcasing rising talent handpicked by the artists themselves.

The series kicked off at Ruby Zoe in Notting Hill with an exclusive performance from BRIT and MOBO-nominated artist Sasha Keable, where guests were among the first to hear her newly released single, ‘Options’, alongside a set of fan favourites. The unforgettable evening offered guests a rare opportunity to experience one of the UK's most exciting artists up close, and showcased Ruby hotels as destinations for live music, culture and connection.

As a brand rooted in music, culture and meaningful local connections, Ruby has long championed emerging artists by creating opportunities for discovery and bringing people together to experience what's next.

Sasha Keable's authentic sound, connection to London's music scene and commitment to spotlighting new voices made her a natural partner for the London launch of Dive in with Ruby. The British-Columbian singer-songwriter has reached over 200 million global streams, with her breakout EP ACT RIGHT and its deluxe edition ACT II helping establish her as one of the most exciting voices in UK R&B.

Sasha then championed Merton T, another up-and-coming artist for Dive in with Ruby’s Secret Set performance at Ruby Zoe on 30th September. During the surprise, secret performance of what could be the UK’s next breakthrough act, people had the first chance to listen to this fresh new talent before they make it big. Fans might not know them yet, but surely won’t forget them, when they rise to the top, giving attendees the chance to say, "I heard them first at Ruby”, before they go on to top the charts.

The UK is full of incredible talent that just needs the right stage to be heard. I'm passionate about championing artists coming up alongside me, because so many breakthroughs come down to having the right opportunity at the right moment. It was incredible to debut my new single, ‘Options’, at Ruby Zoe and share that moment with fans in such an intimate setting. Partnering with Ruby Hotels to help shine a light on emerging talent feels really special, and I can't wait for audiences to discover the artist I’ve selected for our upcoming Secret Set performance. Giving my chosen artist a platform, new fan base, and the chance for attendees to say they heard them first at Ruby Hotels, is an added bonus.

Sasha Keable, R&B singer songwriter

From in-room Marshall amps to carefully curated vinyl displays, music is woven into the DNA of Ruby hotels. With the launch of Dive in with Ruby, the brand is turning the bars, lounges and stages at the heart of its hotels into destinations for discovery, bringing guests closer to the artists, sounds and creative voices shaping what’s next. Whether it’s music, art, comedy or poetry, Ruby brings together the people, ideas and creative energy driving the cultural conversation, creating spaces where unexpected connections and memorable moments unfold naturally.

Dive in with Ruby will next travel to Munich, where Good Neighbours will perform at Ruby Lilly. Having rapidly built an international following with their feel-good indie-pop sound and viral hit ‘Home’, the duo will headline the German series, and showcase their latest single ‘Mary Jane’, before they pass the torch to their German Secret Set select, reinforcing Ruby's commitment to championing the next generation of artists.

We’re really looking forward to coming back to Munich to play at Ruby Lilly. It’s a different kind of show for us, which is always exciting, and we’ve always loved the idea of playing smaller, more intimate shows alongside the bigger ones. We’re happy to be a part of Ruby Hotels' Dive In with Ruby series bringing this to life at the show, while also giving another artist a platform through the Secret Set and have people discover their music for the first time.

Good Neighbours, indie-pop duo

As Ruby continues to expand across Europe, Dive in with Ruby demonstrates how the brand is using culture and connection to create experiences that go beyond the traditional hotel stay. By bringing together established artists, rising talent and engaged audiences in intimate settings, the series reinforces Ruby's position as a brand that champions creativity, celebrates local culture and helps guests discover what's next before the rest of the world catches on.

At Ruby, we believe travel is at its best when it helps people immerse themselves in the culture, creativity and communities that define a destination. That's the thinking behind Dive In, Ruby's invitation to bring guests closer to what’s happening in and around our hotels, discover what's new and connect with the people and ideas that make each place unique. Dive In with Ruby brings that idea to life through a series of curated cultural experiences that champion what's next in culture, create memorable shared experiences and introduce guests to the people and ideas shaping each destination. Music is where the journey begins, giving audiences rare access to the artists shaping tomorrow's music scene while championing emerging talent. Sasha Keable and Good Neighbours are the perfect partners for this journey, each representing a fresh and authentic voice within today's cultural landscape. Together, we're creating unforgettable moments that celebrate what's next, spark meaningful connections and inspire guests to experience destinations in a deeper, more authentic way.

Lauren Krostue, Vice President, Global Brand Management at Ruby Hotels

Founded in Germany in 2013, Ruby’s 42^* open and pipeline global properties predominantly span Europe’s largest and most prominent cities, with Ruby Lilou in Marseille recently opened. Beyond its U.S. expansion with recent signings in Chicago and New York City, Ruby’s 2026 global signings to date include a first hotel in Belgium and new properties in Germany and Italy. These additions further the Ruby brand’s ambition to grow to more than 120 global hotels during the next decade and more than 250 during the next 20 years.

^*Numbers as of Q2 2026