For the last few years, trendy hotel chain Aloft has been putting on free shows at its properties under the “Live at Aloft Hotels” moniker as a way to introduce audiences to up-and-coming musicians. This year, Aloft is launching a music festival of the same name in Dallas October 19-20, featuring acts such as Martin Harley, The Dunwells and Dallas native Johnny Stimson.

This new festival, at the Aloft Dallas dowtown, also includes stops in Austin, Nashville and Denver. The tour ultimately will travel outside of the United States, covering 10 countries on four continents, according to Paige Francis, Aloft Hotel’s vice president of global brand management.

“The music festival is meant to serve as the pinnacle of the Live at Aloft Hotels tour and to connect our guests and locals alike who embrace what’s new and next in music with emerging new artists in an intimate environment,” she says. “Music is part of the DNA of the Aloft brand.”

The festival — free to the public with a reservation — kicks off Friday night with Johnny Stimson, who is wrapping up his fall tour and promoting his new single, “A Million Years.” Stimson played at the Aloft in Austin for South by Southwest.

“I had the best time playing in Austin,” he says, “so I’m extra pumped to be able to share that good vibe with my hometown crowd.”

Saturday night, The Dunwells, Meiko and Martin Harley take the stage at Aloft’s W XYZ bar. Harley just released his first solo album, Mojo Fix, which was recorded in Texas. His band’s previous album reached no. 1 on the UK iTunes blues chart.

The Dunwells and Meiko both appeared on The Tonight Show With Jay Leno this summer, and Meiko’s album, The Bright Side, has reached no. 1 in Japan.

Stimson says that after playing Live at Aloft Hotels, he will head to New York to begin recording for his next release.

“It's a quick turnaround,” he says, “but I can't wait to get some new music out there.”