• by Karl Greenberg , June 6, 2008

Starwood Hotel division W Hotels Worldwide is launching a music-based program with MasterCard Worldwide and Sony BMG Music's Commercial Music Group. The new platform centers on a series of live performances at W Hotels' U.S. properties. The platform, W WonderLust Live, features live performances by both established and emerging artists. Guests and local consumers with MasterCard can book a "W WonderLust Live Package," a limited offer.

The package includes two tickets to the concert, an exclusive W Hotels/SONY BMG All Access VIP Gift Bag, drinks, a 3 p.m. checkout, and a "Fantastic Suite." Signup is at whotels.com/wonderlustlive.

The music shows also will be broadcast on W's dedicated video channel, accessible only in W Hotels. They will be hosted by producer Bryan Michael Cox. The first such concert, by Natasha Bedingfield, was a private performance at W New York-Union Square on May 19. The second performance will be held on Tuesday at W Los Angeles-Westwood with Victor recording artist Paddy Casey.

"From our Living Rooms to our guest rooms, music is an integral part of the W guest experience," said Phil McAveety, EVP/chief brand officer, Starwood Hotels & Resorts, in a statement. "W Hotels was one of the first hotel brands to create musical CD compilations and now we are taking our passion for music one step further with an entire year dedicated to the music W loyalists appreciate."

Live Nation Studios will record select performances and stream them at livenation.com. The music will also be on a W Hotels CD, "WonderLust, The Worldwide Tour" produced by Sony BMG.

Also, Starwood Preferred Guest (SPG) members will be able to bid "Starpoints" through SPG loyalty program's online auction at spg.com/moments. Winners of the WonderLust VIP Moments package will be given two tickets to a performance, an opportunity to meet the featured artist, autographed CD and an exclusive W gift bag.

W Hotels has 23 properties worldwide.