W MAGAZINE CASE STUDY

After rave reviews from the 2006 Hollywood Affair party at the Chateau Marmont, MSEM was retained by W Magazine for its 2007 Hollywood Affair party during Golden Globes week at the Sunset Tower Hotel in Hollywood. With sponsors including Jaguar, Nars and George Jensen, W's cocktail party featured appearances from noted celebrities, tastemakers and socialites.

W wanted us to DJ an upbeat, innovative set of music catering to the sophisticated, cosmopolitan guests. Michael Smith performed a set of music that moved from downtempo music at the beginning of the night and built into a higher energy set that left guests in a fun, positive mood as they left.

MSEM also created a CD of music selected for the evening for the guest gift bags. The promotional compilation CD was arranged by mood and intensity to match the arc of the music performed during the evening so that guests could be reminded of memories from the evening. All of the music was licensed within two days by virtue of our close relationships with labels and publishers, and the artwork and CDs were produced and turned around two days later. Major labels such as Capitol Records and EMI as well as well respected independent labels such as Astralwerks and Domino contributed music to the compilation. All in all, MSEM licensed 16 songs from 14 different labels in 2 days.

Additionally, we were able to work with the challenging acoustics of the hotel. The rooms of the party allowed for louder music inside but needed strategically placed speakers outside to prevent disturbing neighbors and hotel guests. MSEM provided the necessary live sound equipment, operated by an expert sound technician.

All in all, MSEM was able to provide DJing, an expert live sound solution and a well-received licensed promotional CD for W Magazine. MSEM and W continue to maintain a strong relationship and regularly work on events and projects in Los Angeles, New York and internationally with an upcoming project in Basel, Switzerland.

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