Ruby Puts Live Music on the Bar Floor
Ruby launched Dive in with Ruby on 8 October 2026. The urban lifestyle brand sits inside IHG Hotels & Resorts. The series stages live music inside the group's UK and Germany hotels and turns the bars, lounges and stages at the centre of each property into performance rooms.
The programme holds four intimate performances. Sasha Keable and Good Neighbours carry the headline sets, and two curated Secret Sets showcase rising talent handpicked by those artists.
Ruby Zoe Hosts the London Opener
The series opened at Ruby Zoe in Notting Hill. Ruby states guests were among the first to hear Keable perform her newly released single, "Options", alongside a set of fan favourites. Ruby Zoe is the brand's 173-room hotel across six floors. Ruby opened it on 4 July 2023 as the group's 16th hotel in Europe.
Keable is a British-Columbian singer-songwriter with more than 200 million global streams, a BRIT and MOBO nominee on the release's own count. Her breakout EP is ACT RIGHT, with its deluxe edition ACT II.
Merton T Takes the London Secret Set
The release dates the London Secret Set to 30 September at Ruby Zoe, and Keable selected Merton T for it. Ruby describes the set as a surprise performance by an up-and-coming artist.
A September trade report ran the series first. Hospitality & Catering News published the launch on 20 September 2026, putting the Keable performance at Ruby Zoe on 24 September and the secret set on 30 September. It also records Keable's BRIT and MOBO nominations and her place in BBC Radio 1's Sound of 2026. The IHG release carries the 30 September date and gives no date for the opening set.
Good Neighbours Carry the Programme to Munich
The series travels next to Munich. Good Neighbours headline at Ruby Lilly and will perform their latest single, "Mary Jane", before selecting the artist for the German Secret Set. Ruby describes the duo as an indie-pop act with a viral hit in "Home".
The release carries no date for the Munich performances and no venue beyond the Ruby Lilly name.
Four Performances Across Two Countries
The run holds four performances: two headline sets, one in London and one in Munich, and two Secret Sets, one per city and each curated by the headline artist. Every performance sits inside a Ruby hotel.
Lauren Krostue, vice president of global brand management at Ruby Hotels, said the series gives audiences rare access to the artists shaping tomorrow's music scene. She said music begins the journey and that further cultural programming follows.
The Music Fit-Out Already in the Rooms
Ruby built music into its properties before this series. Guest rooms carry Marshall amplifiers, and the hotels hold curated vinyl displays. The brand states the series moves that work out of the rooms and onto a stage.
Keable said the UK holds talent that needs the right stage, and that she wanted to champion artists coming up alongside her. Good Neighbours said they like playing smaller, intimate shows alongside bigger ones, and that they welcome the platform the Secret Set gives another artist.
Forty-Two Properties and a Wider Target
Ruby was founded in Germany in 2013. The release counts 42 open and pipeline properties as of the second quarter of 2026, weighted to Europe's largest cities. Ruby Lilou in Marseille opened recently. The 2026 signings to date cover a first hotel in Belgium and new properties in Germany and Italy, with US signings in Chicago and New York City.
Ruby states an ambition to pass 120 hotels within a decade and more than 250 within two decades. IHG counts 21 brands, more than 7,100 hotels and a pipeline of 2,400 properties.
What the Release Leaves Open
The release carries one dated performance, the 30 September Secret Set in London. It gives no date for the opening set, no date for Munich, and no venue capacity, ticket arrangement or price for any show. It states no run beyond the four performances, and it does not say whether the series continues past London and Munich.
Hospitality & Catering News reported in September that further performances and artist-curated sets were planned as the concept developed. The press contact on the release is Kelsey Ryan.