W Records Brand Experience — GIANT STEP MARKETING

Brand Strategy & Integrated Marketing Program

Music has always been an integral part of W Hotels' DNA and guest experience, from being the first to feature DJ’s on their properties, hire Music Directors, build recording studios on properties, and launch its own music festival.

W Hotels asked us to develop and implement its global music strategy. Our strategy needed to address the challenge of staying relevant in a competitive space, with the evolving demands of Gen Z and travel. W also needed a marketing platform that would bring together all of its music initiatives, under one mission-driven brand.

our approach

music strategy

With music being such a critical part of W’s overall guest experience and marketing strategy, the brand needed a clear sonic identity and a global framework. We conducted an in-depth audit of the brand, competitive landscape and consumer mindset. From there, we established a brand profile, defining the mindset, guest experience and musical guardrails. We also provided execution guidelines, from curation to programming concepts.

We created and launched W Records - a bold and ambitious global independent record label focused on finding the next generation of musicians and fostering one-of-a-kind experiences for consumers and music lovers.

Talent

W Records partnered with unique artists on the verge of breaking, including Japanese Breakfast, Amber Mark, Perfume Genius, Roosevelt, and Elsa y Elmar.
RECORDING

Artists recorded an original song and a cover of their choice inside W Sound Suite Studios in Los Angeles, Seattle, Barcelona, Bali.
Content

Releases were supported by artist music videos and a documentary partnership with Viceland.
Performances

Artists performed their new music at W Hotels in New York, Los Angeles, Mexico City, Abu Dhabi, Taipei, Washington DC, Dubai, Xi’an and Shanghai.