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

  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’

Business Wire

NEW YORK -- August 1, 2013

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

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 PrinzPinakatt, 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

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
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and other factors that may cause actual results or events to differ materially
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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.


THiNK PR, 212-343-3920
Leanne Drago / ldrago@thinkpublicrelations.com
Erin Brunner / ebrunner@thinkpublicrelations.com
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