Traveling musicians now create and record in style on the road, thanks to a unique collaboration between W Hotels and Coca-Cola. The first W Sound Suite recently opened at W Bali-Seminyak, giving artists, producers and other hotel guests access to a private recording studio and writer’s room.
Additional studios will open later this year in music meccas around the world, including W Hollywood, W Barcelona and W Seattle.
“W has a long history of musicians staying, playing and celebrating at our hotels,” said Anthony Ingham, global brand leader, W Hotels Worldwide. “We know that inspiration can strike at any moment, so the W Sound Suite is today’s tech-savvy version of scribbling lyrics on a cocktail napkin. Bali, a vibrant and creative hub often called ‘the alternative Ibiza’, is the perfect setting for our first music studio, with Hollywood, Barcelona and Seattle to follow. After all, who can’t find inspiration in paradise?”
W Sound Suites are in part the brainchild of the W brand’s North American Music Director DJ White Shadow, a Chicago-based producer best known for his work with Lady Gaga. He worked with W to identify the suites’ pro-grade sound equipment and studio layout.
“While traveling around the globe making music for the last decade, I’ve run into many challenges including costly studio rentals, the risk of disturbing other guests, and not being able to find a suitable place to listen to or create music,” said DJ White Shadow. “We dreamed up an environment for musicians to create that is convenient, stylish and functional.”
Elements of the studio’s aesthetic pay tribute to Coca-Cola, a longtime W Hotels partner. These include subtle integration of the Coca-Cola red and printed lyrics on the walls. Coca-Cola has used music to tell its brand story for over a century, bringing its campaigns into the pop culture lexicon. From distributing sheet music for family sing-a-longs in 1905, to “teaching the world to sing” in 1971’s “Hilltop” commercial, to the recent release of the “Taste the Feeling” athem by Avicii and Conrad Sewell, music is ingrained in the brand’s DNA.
Joe Belliotti, Coke’s head of global music marketing, said the W Sound Suites partnership is “an innovative way to help enable, inspire and refresh artists to create and connect over an ice-cold Coca-Cola.”
The W Sound Suite at W Bali is a stylish, soundproof space that includes a main mixing room with professional equipment from Native Instruments, Pioneer and Moog, and a private vocal booth overlooking a tropical garden. W Bali is celebrating the launch with “Sounding Off With…”, a monthly series of video vignettes featuring upcoming artists starting with L.A.-based electronic duo, Classixx. Podcast-style conversations will offer a rare, raw peak into the life and creative process of a touring artist. Throughout the year, W Bali plans to bring together unique talent from around the world to produce exclusive mixes, debut new tracks and deliver intimate in-studio performances for The Angle, an online magazine celebrating life with a W slant.