Curated Gigs, Collaboration With Record Label and Resident Studio: Here’s How Music and Hospitality Are Converging

What is the sound of travel? Is it chill-house like frothy waves caressing the shore or the breakbeat-tinged adrenaline rush of a skydive? When it is a destination like Dubai, it is probably both, and more. It was perhaps this creative curiosity that propelled a hospitality leader like FIVE Hotels and Resorts to partner with the music industry biggie Warner Music to birth a fresh new record label.

FIVE Music seems to have a pretty clear agenda – to capture the sonic pulse of the area by means of a trailblazing music studio nestled in its luxury premises, as well as to curate memorable gigs on its property, featuring some of the world’ wildest DJs and producers. The truth is that people will go an extra mile for an extraordinary experience. If it involves a once-in-a-lifetime music outing, they’d probably even pull along a gang of friends. 

A walkthrough of the studio by producer Franky Wah

With an aim to become the region’s unrivalled entertainment destination, FIVE is marching to its own different beat. Earlier this year, the property held a music writing camp featuring artists such as Robin Schulz, Franky Wah, Alle Farben, KIDDO and more. The camp aimed to offer a platform for artists and writers to push their sonic boundaries and develop unique musical compositions that embody the essence of FIVE Music. It was amplified by Warner Music Central Europe, Dabruck Creative (DC), and Warner Chappell Music. “For us, having music as a part of our brand story is essential,” says Aloki Batra, CEO, FIVE Hotels and Resorts. “At the end of day, FIVE as a brand stands for people coming in and having a great time. And if I can bring that experience when they are listening to music on their headphones, in their cars or in their homes as a memory of that experience at FIVE, I’d have done a great job.”

A convergent experience-leaning hospitality like this could be a game-changer for the industry as well as an audacious initiative from hosts. Batra says, “Guests are invited to ‘design their vibe’ at our dare-to-be-different hotels in order to a create bespoke stays that run the gamut — from chic penthouses and high-octane brunches to rooftop rendezvous and beachside sunsets, as well as recharging spa therapies.”

The genre-inclusive offerings include weekly deep tech-house at The Penthouse with unmatched views of the Dubai skyline; melodic sundowners at their famous beach club Beach By FIVE, as well as a full-blown dance music festival LUVYA which takes over the entire property.

“I don’t want to necessarily belong to a certain sound. We aren’t leaning towards any specific genre, but every venue has its own specialized theme. Whether it is hip-hop, urban, deep-house – for us it is more important to create experiences and tailor music to those experiences. More than genre, it is about bringing a smile and a memory back,” adds Batra.