W Hotels has announced yet another addition to its musical offering, in the form of a global tour of DJs.
In association with energy drink Burn, the hotel is sending six DJ competition winners on a week-long crash course dubbed the DJ Lab, which begins at the W Barcelona and concludes at the burn studios Hacienda in Ibiza, the Spanish island renowned for its clubbing.
After the DJ lab, the up-and-coming DJs will crisscross the globe, calling in at W hotels to perform at exclusive events and other occasions from later this month.
The hotels expecting a visit during the tour include properties in New York, Miami, Hollywood, London, Barcelona, Istanbul, Doha, Hong Kong, Seoul, Taipei, Bangkok, the Maldives, Bali, Koh Samui, and Vieques.
For those unable to watch live, the mixes will also be streamed to users of the W Hotels iPhone app, which features a curated playlists and a music section.
Hotels have been showing increasing interest in associating themselves with the music industry of late — both W Hotels and Renaissance offer an extensive program of performances, as well as other music-related offerings such as streaming sites for customers.
Now, it seems even the music industry is starting to get interested in what accommodation brands do — industry publication Billboard magazine featured Renaissance’s program in a recent edition.