W Hotels take the pre party to the next level
Last week in Ibiza, W Hotels Worldwide in collaboration with leading music management and brand services company Graphite, launched the inaugural WHO’S IN TOWN event with a W pop up at IMS Ibiza headlined by UK-based producer and DJ Maya Jane Coles. Supporting the W brand’s passion for music, 10 of the electronic music world’s most wanted DJs will showcase their skills at W Hotels in Europe throughout 2013 as they pass through the cities for headline shows.
Inspired by a tradition that was born in Ibiza, the WHO’S IN TOWN concept sees a headline act play a more intimate ‘warm-up’ set in a W Hotel ahead of a club appearance in the same city, on the same night, giving jet-setting guests insider access to what’s new and next in music. From May through November, performances will take place across W hotels in London, Paris, Barcelona, Istanbul and St. Petersburg, featuring 10 of the electronic music world’s most sought-after DJs including Dubfire, Hot Since ’82, Henry Krinkle and Sharam – all hand-selected by Graphite, together with W Hotels Global Music Director, Michaelangelo L’Acqua.
The inaugural WHO’S IN TOWN wrapped up the IMS conference in Ibiza on 24 May with an invitation-only W pop-up event featuring a warm-up set by Maya Jane Coles before she moved on to play at the Grand Final Festival at Dalt Villa. With two Essential Mixes under her belt, Maya Jane Coles has performed at many of the world’s best clubs and has a solo debut album scheduled for release this summer.
“Music is intrinsic to the W brand, and together with Graphite, we can provide insider access to the most exciting talent from the electronic music world, showcasing what’s new and next in music to our guests,” said Anthony Ingham, Vice President, Luxury and Design Brands, Starwood – Europe, Africa & Middle East. “W Hotels is proud to sponsor IMS for the fourth year, and we are delighted to launch this exclusive series here in Ibiza.”
Ben Turner, CEO, Graphite, commented, “Ibiza created the pre-party phenomenon – it has been integral to the landscape of the island for 15 years. A pre-party set from a headliner DJ is not a threat to ticket sales at the main event – it creates intimacy, anticipation and actually adds to the fever in a city and makes that particular DJ’s appearance that night more special. We are proud to work with W Hotels and our partner promoters to recreate this experience within the contemporary settings of W Hotels in some of the most vibrant cities and exotic destinations in Europe.”
WHO’S IN TOWN: UPCOMING APPEARANCES
Sharam: W Istanbul, June 21
Dubfire: W Paris – Opéra, June 28
Henry Krinkle: W London – Leicester Square, September 6
Hot Since ‘82: W Paris – Opéra, October 5
W Hotels has built up strong relationships with the electronic music world in recent years providing a unique environment for parties at Sonar (featuring Art Department), Miami WMC (where W South Beach hosts Behrouz & Friends on an annual basis) and in London and Paris (where the infamous Boiler Room crew recently hosted closed doors sessions). Recently, the brand has expanded upon its four-year partnership with the IMS in Ibiza with IMS Engage in Los Angeles. Projects such as W Hotels & burn studios DJ Lab and the launch of the innovative W-branded iPhone app, featuring an integrated music platform, exemplify the W brand’s commitment to and passion for music.
Watch for upcoming dates on http://www.whotels.com/whosintown
