Put Your Spin On It: W Hotels & burn Launch Global Online Search for Up-and-Coming Talent to Join Third Annual DJ Lab at W Retreat Koh Samui

For the First Time Ever, Aspiring DJ/Producers from around the World Can Submit Original Tracks to www.mix.dj/djlab2013 for Chance to Participate in Weeklong DJ ‘Boot Camp’

NEW YORK - August 1, 2013 - (BUSINESS WIRE) - W Hotels Worldwide together with burn®, The Coca-Cola Company’s globally leading energy drink, today announced the launch of a global online search for emerging talent to join the third annual W Hotels and burn DJ Lab. With six available spots, aspiring DJ/Producers will compete for the chance to join the weeklong DJ ‘boot camp’ at W Retreat Koh Samui in September, and later spin at a culminating music event at the recently opened W Bangkok.

Starting today through August 28, interested DJ/Producers can upload an original track to www.mix.dj/djlab2013 for the chance to jet off to Thailand as part of the 2013 program. Each submitted track will be judged by an expert panel of DJ Lab Mentors, with the winning six participants announced later this summer.

“We’re thrilled to once again partner with burn to further develop dynamic music programming that showcases emerging talent around the world,” said Paul James , Global Brand Leader, W Hotels, St. Regis and The Luxury Collection. “Evolving the DJ Lab to use digital technology to seek out artists from across cultures and musical genres allows us to continue to bring what’s new and next in music to both our guests and locals on a truly global scale.”

For the third consecutive year, W Hotels Global Music Director Michaelangelo L’Acqua will return as executive producer and lead mentor of the DJ Lab, bringing with him a skill set cultivated from years of working with brands to strengthen their presence through music curation. As part of his role, L’Acqua has identified some of the music and entertainment industry’s most influential names to serve as official mentors of the 2013 W Hotels and burn DJ Lab. This year’s mentors include: DJ White Shadow, two-time Grammy nominated producer, composer, and instrumentalist for Lady Gaga; James Lavelle , A&R label boss, recording artist and DJ; and Andy Caldwell , two-time Grammy nominated DJ producer.

Throughout the weeklong program, each mentor will help the rising DJs refine their skills, offering expert advice and invaluable training across various facets of the industry. From perfecting music engineering skills to building a distinct brand and sense of personal style, the 2013 class of DJ Lab participants will be ready to hit the road following the once-in-a-lifetime experience along the beaches of Koh Samui. Later this year, the DJs will embark on a global tour performing as some of W’s most glamorous hotels and retreats around the world.

“burn shares in W Hotels passion for inspiring and fostering emerging musical talent, and we are excited to continue our partnership to bring this incredible opportunity to learn from some of the industry’s biggest names to artists around the globe,” said Prinz Pinakatt, Global Director, burn, The Coca-Cola Company.

As part of the launch of the 2013 W Hotels and burn DJ Lab global talent search, select W Hotels around the globe will host kick-off events featuring headline performances from 2012 DJ Lab artists. Dogus will perform at W Barcelona on July 31, Vitor Kurc at W Santiago on August 3, Gio Vanhoutte at W Seoul on July 26, and Vanessa Giovacchini of Posso at W Los Angeles – Westwood on August 3.

To learn more about the W Hotels & burn DJ Lab, please visit www.whotels.com/music. Follow @WHotels on Twitter and Instagram using #DJLAB2013.

About W Hotels Worldwide

W Hotels is a contemporary, design-led lifestyle brand and the industry innovator with 44 hotels and retreats, including 16 W-branded residences, in the most vibrant cities and exotic destinations around the world. Inspiring, iconic, innovative and influential, W Hotels provides the ultimate in insider access, offering a unique mix of cutting-edge design and passions around fashion, music and entertainment. W Hotels offers a holistic lifestyle experience that is integrated into the brand’s sensibility through contemporary restaurant concepts, glamorous entertainment experiences, stylish retail concepts, signature spas and inspiring residences. With more than 14 years of proven success, W Hotels is on track to reach 60 hotels by 2017. W Hotels have been announced for Milan, Shanghai, Beijing, Bogota, Abu Dhabi, Mumbai, Dubai, Jakarta, Panama, Muscat, Suzhou, Changsha, New Delhi, Kuala Lumpur, and Sante Fe, Mexico, while upcoming W Retreats include Verbier, Goa, and Mexico’s Riviera Maya. For more information, visit www.whotels.com or www.facebook.com/whotels. To live the W Hotels lifestyle 24/7/365, visit www.wresidences.com. Follow @WHotels on Twitter and Instagram.

About burn

burn is a category leader in the global energy drink explosion. The red formula is a symbol of active fire that provides drinkers the energy needed to leave their original vision on the world. Dismantling category norms, burn consumers embody a live-out-loud mentality, without fear of boundaries created by society. burn is a brand of The Coca-Cola Company. www.burn.com

(Note: This press release contains forward-looking statements within the meaning of federal securities regulations. Forward-looking statements are not guarantees of future performance or events and involve risks and uncertainties and other factors that may cause actual results or events to differ materially from those anticipated at the time the forward-looking statements are made. These risks and uncertainties are presented in detail in our filings with the Securities and Exchange Commission. Although we believe the expectations reflected in such forward-looking statements are based upon reasonable assumptions, we can give no assurance that our expectations will be attained or that results and events will not materially differ. We undertake no obligation to publicly update or revise any forward-looking statement, whether as a result of new information, future events or otherwise.). The names of actual companies and products mentioned herein may be the trademarks of their respective owners.

Source: Starwood Hotels & Resorts Worldwide, Inc.

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Leanne Drago

Erin Brunner


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W Hotels is a global lifestyle brand with 22 properties in the most vibrant cities around the world.


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