Urban lifestyle hotel brand, Ruby, part of IHG Hotels & Resorts, launches Dive in with Ruby, a new series of live music experiences in the UK and Germany, kicking off with Sasha Keable and Good Neighbours. 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 discover what’s next.

Launching first in the heart of London, Sasha Keable will take the stage for an intimate, exclusively curated performance at Ruby Zoe in Notting Hill on 24 September. Fresh off a monumental year, including a BBC Radio 1 Sound of 2026 nod, a standout NPR Tiny Desk session, along with BRIT and MOBO Award nominations, the gig offers fans an unmissable, up-close look at one of the UK’s defining voices in R&B. Sasha Keable’s authentic sound, connection to London’s music scene and commitment to spotlighting new voices make her a natural partner for the London launch of Dive in with Ruby.

Following the kick offs in London and Munich, both Sasha Keable and Good Neighbours will curate further Dive in with Ruby secret sets, with their picks on the hottest new artists shaping future sounds. On 30 September, at Ruby Zoe in London’s Notting Hill, Sasha’s musical champion will be revealed. During the surprise, secret performance of what could be the UK’s next breakthrough act, people will get 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.

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.

Sasha Keable, R&B singer songwriter, said: “The UK is full of unbelievable, world-class talent that just needs the right stage to be heard. I’m about lifting those around me, especially when there is space for everyone in this industry, with so many breakthroughs coming down to the right place at the right time. It’s a privilege to partner with Ruby to give this rising artist a chance to perform in an intimate setting where people are actually listening. To kick off the Dive in with Ruby gigs, I am excited to perform in a space that brings people closer to the music. There will be more fun to come, as I’ll be selecting someone that’s been on my radar lately, to have their chance to shine as the series continues on the secret set night. Creating new fans at the hotel and giving attendees the chance to hear them first at Ruby, is an added bonus.”

Lauren Krostue, Vice President, Global Brand Management at Ruby Hotels, added: “Every Ruby hotel is designed to be deeply rooted in the culture of the locations they are in. Ruby Zoe is no exception, inspired by the rich Caribbean beats of Notting Hill’s carnival celebrations. Music is at the centre of our bars and lounges, and we believe there’s power in creating real-world spaces for music to be discovered. By turning our hotels into stages for emerging talent, we’re bringing people together through unforgettable performances and giving guests the opportunity to experience their next favourite artist up close. Sasha Keable represents the very best of London’s authentic sound, and there is no one better to lead this campaign and introduce our guests to the next generation of talent. The launch of Dive in with Ruby goes beyond the traditional hotel stay to create human connections through music. We can’t wait for guests to experience it.”

For tickets for the Dive in with Ruby series, fans can sign up https://www.eventbrite.de/e/dive-in-with-ruby-presents-sasha-keable-tickets-2001389128760