Case Study: W Hotels boosts global music engagement with Giant Step’s W Records platform

W Hotels hits 100 million+ streams with Giant Step

W Hotels, a global hospitality brand, faced the challenge of staying relevant in a competitive market and connecting with Gen Z travelers through its music-centric identity. They engaged the vendor Giant Step to develop and implement a new global music strategy and a unifying marketing platform.

Giant Step created and launched W Records, an independent record label focused on emerging artists. The solution included talent partnerships, recording sessions in W hotel studios, content creation, and global live performances. The results for W Hotels were significant, including over 100 million streams, 2 billion media impressions, features in major publications, and a Clio Award. Giant Step's campaign also raised over $100,000 for various charities.

W Hotels