Miami FL: Major League DJz playing at W South Beach During Miami Music Week 2023
Thousands of music aficionados from around the world attend Miami Music Week, one of the most eagerly awaited events in the electronic music industry. This seven-day festival is well-known for its variety of activities and parties that draw some of the biggest stars in electronic dance music. Miami Music Week features a variety of music for all tastes, from deep house, to techno, to Latin-inspired sounds.
We traveled to Miami particularly to find something that was ingrained in the culture. On a mission to support the Black community at the festival, we found just what we were hoping for in the house music sector. If you're wondering why house music, consider this a brief history lesson.
In the Black community, notably in Chicago in the early 1980s, house and dance music rose to popularity. Frankie Knuckles, the Godfather of house music, pioneered the sound which has expanded globally. The revival of the iconic genre is now gaining traction across cultures thanks to album tributes from artists like Beyonce and Drake.
Although the roots of house music can be traced to Black culture, the electronic music scene hasn't always been welcoming to people of color in the decades since it went global.
While Black artists continue to face a tough battle for recognition and visibility, diversity is not just about the music. It's also about creating a welcoming and inclusive environment for everyone. This means taking steps to ensure that people of all backgrounds identify and feel safe and respected at festivals.
During Miami Music Week, W hotel group set out on a quest to not only provide a welcoming setting for its guests, but also to pay homage to the house genre and the many versions it has inspired over the years.
Miami FL: Dj and producer Francis Mercier, co-founder of Deep Root Records playing at W South Beach ... [+]
In efforts to support the origins of house music, W partnered up with Deep Root Records, one of the few 100% Black-owned labels in dance music, bringing various sub genres of house music to the world.
With a "straight from the roots" motto, Deep Root Tribe — a division of the record label — provides house music with a natural flavor and a concentration on songs that include world elements. It draws attention to a distinct facet of house music.
During Miami Music Week, Carly Van Sickle, senior director of global brand marketing for W Hotels worldwide, sat down to talk about the W’s plans to expand on the introduction of House music in its locations globally and the way they intended to authentically connect with that audience.
Van Sickle stated that it was her responsibility to make sure the sonic identity of the brand was brought to life. The festival week's overarching goal was to create distinctive events by working with diverse creatives.
W South Beach Miami hosted events featuring high-profile tastemakers and influencers including as Diplo and Haitian-born dj and producer Francis Mercier, co-founder of Deep Root Records.
The festival lineup of events attracted a global audience, with people from all over the world coming to Miami to experience the unique festival culture. Although music was the catalyst, the week's festivities involved more than just late-night dancing.
Miami Fl: Private dinner held at Irma's W South Beach on March 22. In partnership with Senza Fine
The first evening included a private dinner held at Irma's W South Beach on March 22. In partnership with Senza Fine, the hotel provided a fine-dining experience that was sponsored by Volcan De Mi Tierra Tequila and courtesy of DJ Tennis and Carlita.
The next morning Ahana Yoga hosted a yoga class on the beach to start the day, which was then followed by a breakfast mixer with house music and brunch snacks. The morning refresher was accompanied by an ear seed service from wellness group WTHN.
“One of the things we've been talking about is wellness in the music space. We really want to support the community, that's why we incorporated the yoga experience. Our focus was on what we can do to bring people together outside of evening events,” Van Sickle said.
The events of the week included a unique roster of activities, but what was most impressive was the dedication to exposing emerging Black talent. The event focused on encouraging and showcasing up-and-coming performers.
Miami Fl: W South Beach's WET Deck hosted "Deep Root Tribe," an Afro-House music event during Miami ... [+]
On night two, W South Beach's WET Deck hosted "Deep Root Tribe," an Afro-House music event. Countless EDM stars, including Major League DJz, &Friends, Bontan, HoneyLuv, Nico De Andrea, Ninetoes, samblacky, D'WITCHES, Gianni Petrarca, Sam Haze, and a special performance from Mercier and Diplo, were on the scene.
Van Sickle claims that this week's main goal was to ensure that the W participated in musical and diverse cultural events that were occurring all year round. Deep Root Tribe and the brand are collaborating to introduce Black excellence to the dance music scene through their alliance.
“The Deep Root showcase was an eclectic way to do that, especially because of their unique sound. They focus on Afro House and a mix of Jungle House. We wanted to find the perfect partner and thought they would be a natural fit since their core focus of diversity and inclusion is super important to our brand mission. Miami Music Week is one of the many events, we’ll showcase Deep Roots at. We've been in conversation with them for a very long time and this is just the beginning of our partnership. We'll be in 66 venues, including overseas locations,” Van Sickle said.
When it comes to fostering a sense of community and connection, the importance of a diverse music lineup can help to create a more inclusive and inviting festival experience by allowing individuals from various backgrounds to come together and enjoy music, as people naturally bond over their shared. For those seeking a transformative experience, the festival could widen an individual’s horizons and expose them to different cultures and ideas.
The brand is taking steps to ensure that people of all backgrounds and identities feel welcome and included, regardless of their race, gender, sexuality or ability.
Miami Fl: W South Beach's WET Deck hosted "Deep Root Tribe," an Afro-House music event during Miami ... [+]
“W is a brand where everyone is welcome. We want people to feel comfortable, to feel safe, to feel like they can express themselves and really embrace their individuality. We want people to expand their mindset when they think of the W and the experiences we provide,” added Van Sickle.
The brand worked closely with local businesses and organizations to create a positive impact on the local community.
The event week ended with a panel presented by FEMME House. The panel was hosted by FEMME House co-founders LP Giobbi and HERMIXALOT, who discussed creating opportunities for marginalized communities, providing safe spaces for diversity and building “authentic community” in music.
The panelist featured an influential list of music business executives and media. Ronny Ho, Spotify's head of dance and electronic development, music producer MJ Nebreda, Shaq Millington electronic music representative at United Talent Agency, a&r Sam Sciarra and dance music journalist Kat Bein, a contributor to the New York Times.
A small industry mixer took place in the W's living room to cap off the festivities. Attendees of the panel were given the opportunity to engage with panelists in private during the happy hour.
