BRITs Rising Star Award-winner Celeste is recipient of American Airlines' new music scholarship programme

24 February 2020 - Press release

American Airlines has announced the New Heights Scholarship Programme, a new initiative supplying three emerging British artists with a scholarship, comprising of American Airlines AAdvantage miles alongside Platinum status. The miles will allow the artist to take their career to new heights– broadening their horizons and increasing opportunities for their career development stateside. 

The scholarship will be awarded to three British music artists per year, who will be sourced by American Airlines working alongside record label managers. New Heights will kick off with British-Jamaican soul singer, Celeste – following her show-stopping performance at the BRIT Awards last week, in recognition of her Rising Star win – who has just wrapped her first video shoot in New Orleans for new track 'Stop This Flame'. The full behind-the-scenes video, featuring her journey, can be seen on YouTube: https://www.youtube.com/watch?v=qmpwNVnbu6Y 

Jon Bird, Director of International Marketing at American Airlines said, "As the airline of the entertainment industry, we are delighted to support some of the most exciting talent the UK has to offer as they start the next phase of their careers. Travel has the ability to transform lives and we are so proud to be part of the journey of these up and coming artists”. 

Celeste commented, "After performing at Glastonbury in 2019 and winning the BBC Sound of 2020 award, one of my goals this year is to break into the U.S. market and travel is an integral part of this. As an artist, new spaces and experiences are key to fueling my creative process and I’m extremely grateful to have been chosen to take part in the New Heights Programme. I can’t wait to see where my travels take me next." 

Artists taking part in the Programme will be able to redeem American Airlines flights throughout 2020, giving them opportunities to go on tour, shoot videos, attend industry events, and develop ties with the North American market. As Platinum status members, they will enjoy benefits including complimentary upgrades, priority check-in, expedited boarding, as well as a host of special partner discounts.