Building on what was said yesterday about FIVE and its music events, hotel brands often need to go beyond the limits of their own hotel properties. Social networks spread the word, but it’s always fleeting because the algorithm doesn’t stop for anyone. The pandemic has taught everyone in the hospitality and events industry that your business needs to have a strong digital presence, which can help keep the lights on. Music is universal and eternal, which is why FIVE Hotels has launched its own music label, FIVE Music. This is a logical step for a hotel linked to music and has it at the heart of its philosophy.
Ideology of the music label FIVE
The hotel realized that with all the DJs who come and stay there, it made sense that they would take the music business even further.
“We always sign artists. Music producers come and stay with us and I’m very good friends with a lot of them. I just felt it made a lot of sense. It’s another thing to follow trends in music, but quite another to make it a business, ”says Aloki Batra, CEO of FIVE Hotels in an interview with Magnetic.
“You realize that in order to stay ahead and stay relevant, to keep the brand nimble and cool, music is an integral part of that. So investing in the business, even if it’s small steps, always gives us a good understanding of what’s next. “
The label only recently launched and released two singles – one by Burak Yeter titled “On My My” with Montiego & Séb Mont and Tube & Berger’s collaboration with Grace Gachot, “It’s A Fine Day”. The two capture the idea behind the label for versatile songs, whether it’s a beach party or a night club. This is the soundtrack of a good time.
In the beginning, they mainly work with people that the brand knows well and who have played there. “When you step into the space of creating that chemistry, you start discussing the music, and then it becomes a why not,” says Aloki. Burak Yeter and Lucas & Steve were both artists and the relationship blossomed from there.
“I’ve always believed in the artists who come to play here, we don’t treat them like people in pay, we like to engage with them, we like to understand them, we like them to understand who we are and automatically when they do. play there is more connection and passion with our audience, “says Batra.” We work with people who we know very well and who have played here. ”
The label and the DJ sets on the FIVE pitches are hip-tied. It’s not just who they sign up and book, but also using these sets for more options later. There are plans to pick up feeds from FIVE’s platters and use them later on their YouTube channel. “There will be a lot of really cool DJ sets to suit different moods and genres,” Batra says. “Customers might not want to listen to a single track every day, but might want to listen to a great DJ set from Bohemia on the Beach or The Skyline. “
What future for FIVE Music?
The hotel brand is expanding to Zurich in the summer of 2022, which may not seem obvious, but it seemed like the right opportunity for them. “We wanted to go to a place where you have foodies and EDM is deeply loved there and music lovers,” says Batra. “They don’t have a place nearby to take advantage of a product like this. You have your festivals or warehouse parties or you go out for dinner and you won’t find many lifestyle hotels there. The location of the hotel should bring them closer to European DJs and provides a different vibe for the summer months, which can be brutal in Dubai.
FIVE Music has six or seven releases slated for 2022, while mostly sticking to singles and EPs. A compilation could arrive at the end of 2022. The next track will merge dance-pop and hip-hop into something that “sounds different”. It will be exciting to see how it all unfolds from Dubai to Zurich and the rest of the world.
FIVE offers several Spotify playlists, which give an idea of the atmosphere in the hotel and the music played by FIVE Music.
FIVE in camera