GMG - Las Vegas Weekly

2018-01-11 - Las Vegas Weekly

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WEEKLY | 01.11.18 C O V E R S T O RY "We're always trying to be at the forefront of this industry," says Alex Cordova, Wynn Nightlife's executive vice president and managing partner. "We've noticed in the past few years that there's a scene not represented in Las Vegas that is represented elsewhere in this country and around the world, and we need to explore these options and tap into this demographic that's been alienated for quite some time. We don't have just one sound, we have multiple sounds, and this roster shows that diversity." Of course, there are plenty of dance- music superstars on Wynn's list, return- ing big names like Diplo, David Guetta, The Chainsmokers and Kygo, and rising artists new to Wynn like Galantis and Jauz. Bringing these "tech-house" DJs isn't just an experiment; it's intended to kick-start a musical movement here. "Other operators have produced events with some of these artists in the past, but I think the opportunity we are providing is not just trying this out as a one-o but embracing them as true residents," Cordova says. "The rst has to be the bravest and take the lumps and learn the lessons, but hopefully all of our industry will embrace this sound and capitalize on it." Halloween provided a test drive for Wynn Nightlife, when Jones—the Welsh producer and festival-playing DJ known for his warm, melodic sound—brought his Paradise party from Ibiza to XS. Cordova says that event brought 4,000 partiers to the club on a Tuesday night. More in uenced by R&B, funk, soul and hip-hop, Solomun, born in Bosnia and raised in Hamburg, brings a di er- ent sonic vibe. He has held residencies at standout Ibiza venues like Pacha, Destino and Ushuaia. Black Co ee reached a new level of ex- posure in the U.S. music market in 2017 when hip-hop megastar Drake sampled his song "Superman" for a track called "Get It Together" on Drake's More Life album, a record that has been streamed more than 1 billion times. But while Drake surely exposed new listeners to Black Co ee, the DJ isn't expecting the rapper's audience to show up at his Vegas club gigs. "It's totally di erent," he says. "If Drake fans come, that could be cool as well, to get them to understand there's more beyond 'Super- man.' But the people who understand what we are doing with Wynn are the people who come to gigs I do in LA or New York. The guys at Wynn are trying to pioneer a certain sound by bringing us in. They don't want us to change; they want to change the audience or the audi- ence's taste in music." It's a very ambitious endeavor, es- pecially on the Las Vegas Strip, where chart-topping artists are the main draw whether it's in a club, at a concert or for a concert inside a club. But Wynn and Encore have a not-so-secret weapon in gradually turning the musical tides. The luxurious twin resorts already draw the international clientele familiar with this kind of music and the Ibiza/ European dance club experience. "We have those customers and access to that demographic, so we are in a better Photograph courtesy Wynn NIghtlife

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