W Hotels has unveiled a new addition to its music program: a global DJ tour.
Partnering with energy drink Burn, the hotel chain is providing a week-long intensive training for six DJ competition winners. This training, known as the DJ Lab, kicks off at W Barcelona and concludes at the burn studios Hacienda in Ibiza, a Spanish island famous for its nightlife.
Post-training, these emerging DJs will travel to various W Hotels worldwide, performing at exclusive events starting later this month.
The tour will visit W Hotel locations in cities such as New York, Miami, Hollywood, London, Barcelona, Istanbul, Doha, Hong Kong, Seoul, Taipei, Bangkok, the Maldives, Bali, Koh Samui, and Vieques.
For those who cannot attend in person, the DJ sets will be streamed through the W Hotels iPhone app, which also offers curated playlists and a dedicated music section.
Hotels are increasingly aligning with the music industry; both W Hotels and Renaissance have comprehensive performance programs and music-related features like streaming services for guests.
Recently, the music industry’s interest in hotel brands has grown, with Billboard magazine highlighting Renaissance’s music initiatives.