W Hotels partners Mixcloud to launch ‘Future Rising’

Posted: November 4, 2016 in general

W Hotels Worldwide, Friday, announced an industry-first collaboration with leading music streaming platform Mixcloud to create FUTURE RISING, a creative platform which identifies, cultivates, and champions emerging artists worldwide. Vetted up-and-coming artists will perform live in seven W Hotels and destinations across Europe and the Middle East during the month of November. Music lovers that will not make it to the events will have the possibility to hit repeat on the original content available on the W Hotels Mixcloud Channel available on mixcloud.com/whotels
“FUTURE RISING celebrates both a new generation of budding talent and our guests’ endless appetite to discover what’s new/next in music. Combined with our recently announced W Sound Suite music studios and the newly launched WAKE UP CALL music festival, this prorgamme is affirming W’s passion for music.” said Jenni Benzaquen, Vice President, Luxury Brands EAME. “With the breadth and reach of their platform, Mixcloud is the perfect partner to build this with us.”

FUTURE RISING identifies and provides a boost to future creative innovators, by cultivating talent across the artistic sphere – from musicians and DJs, to visual artists and videographers to creative entrepreneurs. The new platform will not only act as a showcase, but also provide a go-to resource to collaborate and network with like-minded creatives on a global scale.
“Championing talent of the future – in the broadest sense – is in our DNA. It is exciting to be working with a partner as innovative and inspiring as W Hotels to build this platform to both celebrate and accelerate creative talents.” said Mixcloud Cofounder Nikhil Shah.

This initial group of artists has been carefully curated by Mixcloud and W Hotels’ Music Director for EAME, leading DJ Becky Tong, supported by a select panel of independent curators and influencers in each local market to ensure this programme has relevance, impact and supports the local creative community. Local Curators include party promoters 264 Cru in Dubai, This is Underground Magazine in Barcelona, DJ Mercedes Benson in London and forward thinking club promoter Roots UTD in St. Petersburg.

To launch the initiative, FUTURE RISING will be hosting a month-long series of exclusive happenings at W Hotels across Europe and the Middle East. Kicking off in Doha on the 3 November, and other dates confirmed in Dubai (4 Nov.), Istanbul (5 Nov.), Amsterdam (9 Nov.), Barcelona (17 Nov.), St. Petersburg (19 Nov.) and London (24 Nov.), the audience can expect a lineup of artists and DJs such as Kim Ann Foxman of Hercules & Love Affair and Jengi Beats in Amsterdam, Jarreau Vandal and Hannah Faith in Dubai and Doha, Krystal Klear and Alizzz in Barcelona and many more

Each event location will also host a FUTURE RISING Suites Session – W Hotels’ up-close and personal music conversation series with industry visionaries and emerging stars within the intimate environment of the participating hotel’s Extreme WOW suite (the brand’s sensational take on the Presidential Suite). Both the upcoming performances and discussions will be recorded and made available on the W Hotels Mixcloud Channel with a special edition compilation of entirely new music from the artists.

FUTURE RISING will also serve as a platform to showcase creatives in other fields beyond music. For this launch, visual artist, Joe Cruz, has been commissioned to take on the role of resident Art Director for year one, while short films about the project will be produced by rising filmmaker, Hamish Stephenson, which will be shared via the website.

To attend these exclusives events and be selected to join a FUTURE RISING Suites Session check out the programme and register on futurerisingnow.com.


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