Ruby, the urban lifestyle hotel brand now part of IHG Hotels & Resorts, has launched a live music programme called Dive In With Ruby, staging four intimate performances across its hotels in London and Munich. The idea is simple: use the bars, lounges and stages already at the heart of Ruby's city hotels as small-capacity venues where guests and locals can see major names and rising acts up close.
The series opened at Ruby Zoe in Notting Hill with a set from BRIT and MOBO-nominated R&B singer-songwriter Sasha Keable, who used the night to debut her new single 'Options' alongside fan favourites. Keable has racked up more than 200 million global streams, with her EP ACT RIGHT and its deluxe edition ACT II establishing her as one of the most talked-about voices in UK R&B.
The twist worth knowing about is the Secret Sets. Each headliner picks an emerging artist they believe in, who then plays a surprise, unannounced show at the same venue. Keable chose Merton T, who performed at Ruby Zoe on 30 September. The pitch to attendees: you might be seeing a future chart-topper in a room of a few dozen people, and you can genuinely say you heard them first here.
Next up is Munich, where indie-pop duo Good Neighbours headline at Ruby Lilly. The pair built an international following fast thanks to their viral hit 'Home', and they'll showcase their latest single 'Mary Jane' before handing over to their own German Secret Set selection.
Music isn't a bolt-on for Ruby. Rooms come with Marshall amps, vinyl displays are part of the decor, and the brand has long positioned itself around culture and local connection. Dive In With Ruby formalises that into a recurring programme, and the company hints it could extend beyond music to comedy, poetry and art as it expands across Europe.
Why should a traveller care? If you're booked into a Ruby hotel in London or Munich, check whether a Dive In event coincides with your stay — these are free-of-hassle, walk-downstairs gigs that usually require tickets and luck to experience. Even without a show on, the series signals which hotels treat their common spaces as proper social hubs rather than corridors to your room. And for anyone who enjoys the bragging rights of discovering an artist early, the Secret Set format is specifically built for that. Keep an eye on Ruby's announcements if you're visiting either city — the dates are sparse, but the rooms are tiny and the talent is chosen by people who know what's about to break.
