The W brand is amping up its guest experience programme with performances by some of the DJ industry’s hottest talents at W Hotels across Europe.

W Hotels Worldwide is on deck and ready to turn it up with the launch of “Who’s In Town”, an exclusive event series featuring 18 months of electronic music by the industry’s hottest emerging and established DJ talent. Inspired by a tradition from the buzzing electronic music hub of Ibiza, Who’s In Town was created to offer guests of W Hotels and local music enthusiasts the opportunity to preview exclusive DJ performances ahead of a DJ’s larger club appearance in the same city. The programme was created in collaboration with leading music agency, Graphite, to provide W guests with insider access to some of the industry’s most revered DJ talent.

“Through our long-running partnership with Graphite, we have unprecedented access to the industry’s hottest DJ talent and can offer our guests insider experiences only available at W Hotels.”

To mark the launch of Who’s In Town, W Hotels has confirmed four top DJ performances throughout the month of December, kicking off in the music capital of London on December 1 with an exclusive performance by The Magician at W London – Leicester Square. The series then moves to the fabulous ski destination of Verbier, Switzerland to mark the start of the ski season with a performance by Dimitri from Paris at W Verbier (December 6). Who’s In Town then moves to Istanbul with a performance by Sister Bliss at W Istanbul as the hotel prepares to unveil its newly renovated lounge, bar and restaurant (December 18). Wrapping up W’s month of music, Who’s In Town then moves to Barcelona with a performance by The Martinez Brothers at the iconic W Barcelona (December 21).

Following the December launch, W Hotels will offer the Who’s In Town series throughout 2015 at W Hotels in London, Paris, Barcelona, Istanbul and St. Petersburg, as well as in Amsterdam – where W is set to make its Dutch debut in autumn 2015. For instance, the fast-rising DJ duo, Eton Messy will heat things up at W London – Leicester Square on 14 February 2015.

“Music is intrinsic to the W brand and through cutting-edge programming like Who’s In Town, W Hotels continues to deliver on the brand promise of providing ‘new and next’ experiences in the worlds of music, fashion and design,” said Jenni Benzaquen, Vice President, Luxury Brands, Starwood Hotels & Resorts, EAME (Europe, Africa & Middle East). “Through our long-running partnership with Graphite, we have unprecedented access to the industry’s hottest DJ talent and can offer our guests insider experiences only available at W Hotels.”

Ben Turner, CEO, Graphite, commented, “We are hugely excited to kick-off WHO’S IN TOWN with W Hotels. This programme perfectly benefits both the DJs and hotels, and there is no better partner than W to present this innovative music programme with Graphite. WHO’S IN TOWN is innovative and unusual anywhere outside of Ibiza where this pre-party concept was inspired from, and with this programme we’ve really changed how DJs can be presented in major capitals of cool. We’re excited to bring new talent to the W Hotels over the next 18 months, in line with the work W continues to do around music in general.”

W Hotels has built a strong foundation in the electronic music world in recent years expanding upon its partnership with the International Music Summit (IMS) in Ibiza by collaborating with IMS Engage in Los Angeles and now partners of IMS Asia-Pacific in Singapore. At IMS Ibiza 2014, W Hotels and burn – The Coca-Cola Company’s globally leading energy drink, launched their joint label’s debut EP featuring original work from the six emerging DJ/producers who were selected to participate in last year’s W Hotels & burn DJ Lab program. Projects such as this 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.

W guests and local music enthusiasts can follow the series and check for appearances at and join the conversation using #WHOSINTOWN.

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