Billboard and W Hotels Are Partnering to Promote Rising Stars in Music

Concert series will take place in 4 cities

Billboard and W Hotels are working together to bring music fans the latest and greatest though a new emerging artists series, Next Up: New Artists, New Music. Using Billboard's Emerging Artists Chart, the hotel chain and magazine will pick four artists to put on concerts for W guests. 

The up-and-coming artists will play at four different W Hotels around the country including Los Angeles on May 25, Seattle in June, Minneapolis in September and Miami in October. W Hotel guests as well as members of the Starwood Preferred Guests rewards program will be able to attend the concerts.

"Our goal is to share our guests passion for music and to shine a spotlight on emerging talent," said Anthony Ingham, global brand leader for W Hotels. "We want people who follow W around the world, whether they're staying in our hotels or seeing our ads or follow us on social media, we want to be able to give those consumers inside access to what's cool and next and new in music."  

Paul Blair, North American music director for W added that, "Since its inception the W as a brand has been passionate about music, that's one of the things that has set it apart from other hotel chains. [This partnership] with Billboard furthers our investment in music."  

Following the concerts Billboard will post video of the performance, interviews with the artists and more behind-the-scenes footage. 

"People use Billboard as a tool to discover new artists and to find what is hot in music right now," said Julian Holguin, Billboard's svp of brand partnerships. "And W wanted to do an event series so they decided that partnering with Billboard was probably the best thing to do, because we're on the pulse of what's going to be trending by the time these events are going to roll around."