DJ White Shadow Discusses His Music Director Role at W Hotels and New Billboard Partnership, ‘Next Up’

DJ White Shadow
Yesterday, Billboard announced its partnership with W Hotels for Next Up: New Artists, New Music, a new program featuring up-and-coming artists from Billboard’s Real-Time Emerging Artist Chart. The publication recently caught up with W’s North American music director Paul Blair, aka DJ White Shadow to discuss details about it.
In the interview, the Chicago-based DJ/producer who is best known for collaborating with Lady Gaga on her last two albums, talked about his role with the hotel brand, his thoughts on the Billboard partnership, how he looks for new talent and more.
“We’re really committed to finding out what’s new and what the next thing is,” says Shadow. “I want to figure out a way we can impact music, take it as far as we possibly can and partner up with the right people.”
Next Up will hold a concert series for the highlighted artists starting in Los Angeles on May 25. W Hotel guests, members of the Starwood Preferred Guests, as well as selected fans will be able to attend the shows.
Related: DJ White Shadow’s 60-Minute House Mix for Lexdray