Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Come for Natasha Bedingfield, Stay for the Continental Breakfast

W Hotels, MasterCard and Sony BMG Form New Music Partnership

By Published on .

According to a number of reports, Starwood Hotel division W Hotels Worldwide, along with MasterCard Worldwide and Sony BMG Music's Commercial Music Group, are launching W WonderLust Live, an exclusive concert platform featuring established and emerging artists. Guests and local consumers with MasterCard credit cards can book a "W WonderLust Live Package," which will include two tickets to the concert, an exclusive W Hotels/Sony BMG all-access VIP gift bag, drinks, a 3 p.m. checkout and a "Fabulous Suite."

The live performances -- hosted by A-list producer Bryan Michael Cox -- will also be broadcast on W's dedicated video channel, accessible only in W Hotels. Two concerts have taken place already; the inaugural one featuring Natasha Bedingfield, took place at W New York-Union Square on May 19. The second performance was held yesterday at W Los Angeles-Westwood with Irish singer-songwriter Paddy Casey.

Live Nation Studios -- the media company's live recording arm -- has signed on to record select performances and stream them at livenation.com. Some of the music will also be made available on a W Hotels CD, "WonderLust, The Worldwide Tour" produced by Sony BMG.

Previously, Starwood had a similar deal with the label to curate in-house mixes for all of its brands, and a compilation of electro-pop tunes picked for the W Hotels called "Warmth of Cool, Interlude" was released for retail.
Most Popular