We caught up with Armando Hinojosa when the W Dubai Mina Seyahi hosted the International Music Summit (IMS) Dubai in this EDMNOMAD Exclusive Interview. The 2-day summit wasn’t just another event for the city’s vibrant social calendar—it was a statement. A declaration of Dubai’s growing influence in the global electronic music scene and W Hotels’ commitment to innovation and music culture. An integral part of this movement is Armando Hinojosa, music curator at W Dubai Mina Seyahi, whose passion for storytelling and electronic music is elevating both the brand and the city.
Music at the Core of the W Experience
For W Hotels, music is not just a feature—it’s foundational. Born in the heart of New York’s vibrant nightlife scene, W has always embraced music as part of its DNA. “Music was there from the very beginning,” Armando shared. “The brand’s roots in New York’s 70s and 80s nightlife shaped a culture of inclusivity, creativity, and boldness.”
The W PRESENTS series, a global music initiative curated by LP Giobbi, reflects this legacy. Showcasing emerging and established artists across North America, W has cemented its role as a cultural connector in electronic music. The brand’s global collaborations, including live-streamed concerts with Cercle from stunning locations like the Maldives, highlight its commitment to creating unforgettable, music-led experiences.
At W Dubai Mina Seyahi, this philosophy is clear and is echoed by Armando Hinojoso. From its seamless integration of music and wellness to its innovative sound programming, the hotel blends bold luxury with immersive cultural experiences. Armando described the ethos succinctly: “Balance is key. We don’t focus on just one thing. Music, wellness, and fashion all align to create something extraordinary.”
Hosting IMS Dubai: A Cultural Milestone
Bringing IMS to Dubai was more than just an opportunity to host a prestigious music conference—it was a strategic alignment of values. IMS, known for fostering innovation and collaboration in the electronic music industry, found a natural partner in W. “We live and breathe this event,” Armando Hinojosa emphasized when talking about the recent summit at W Dubai Mina Seyahi. “Our culture blends perfectly with their vision.”
Hosting IMS wasn’t without challenges. In a city where competition for nightlife and events is fierce, creating an experience that stands out requires ingenuity. However, Armando saw this as an opportunity. “IMS isn’t about nightlife logistics; it’s about connecting people in the music industry,” he explained. “Our role was to foster collaboration and innovation, something that aligns deeply with the W brand.”
The timing was ideal. Post-pandemic, Dubai’s nightlife scene has seen an explosion of energy and investment. “Something woke up in people,” Armando noted. “They started craving unique, immersive experiences, and Dubai answered with incredible concepts and venues opening almost weekly.”
Cultivating Local Talent and Diversity
A hallmark of W Hotels’ global music strategy is its commitment to inclusivity and talent development. This is reflected in partnerships with FEMME HOUSE, which supports women and gender-expansive individuals in music, and in Armando’s personal initiatives. During the pandemic, he launched a DJ mentorship program in W Muscat in Oman, inviting aspiring female DJs to hone their skills. “From six applicants, three went on to play at top venues, private events, and even for the royal family,” he shared. “Seeing them thrive was incredible.”
This focus on nurturing talent resonates deeply with W’s ethos. From its Sound Suites, where artists can create music between performances, to its collaborations with diverse voices in electronic music, W emphasizes the importance of fostering creativity. Armando sees this as essential for Dubai’s growing music scene: “It’s about educating communities to see music and DJing as a viable profession. There’s an entire industry depending on it.”
Innovating in the Dubai Market
Armando Hinojosa reiterates that Dubai is no stranger to bold concepts, and this is where W Mina Seyahi sets a balanced standard for innovation in hospitality and music. Armando envisions and hopes for future collaborations with global brands like Electric Daisy Carnival (EDC) and Cercle, leveraging Dubai’s stunning landscapes as immersive backdrops. “The UAE has so much beauty to showcase,” he said. “Cercle events, for example, could highlight both the culture and the natural landscapes.”
Despite the city’s competitive landscape, W continues to lead. “Many brands are inspired by us, but W has been doing this for over 30 years,” Armando pointed out. “We innovate, evolve, and set the benchmark for experiential hospitality.”
The Role of the Music Curator
As the music curator for W Dubai Mina Seyahi, Armando’s role is multi-dimensional. Beyond playlists, he produces his own tracks, blending Middle Eastern and Latin influences, and curates experiences that resonate deeply with guests. His work with Café de Anatolia reflects his ability to connect global sounds with local culture. “Music curation is about creativity,” he said. “It’s not just about sound—it’s about aesthetics, logistics, and innovation.”
This creativity extends to his vision for the city. Armando believes music curators are essential to Dubai’s hospitality and nightlife industries. “Our role is to explore, connect, and discover,” he explained. “We bring emerging talent and concepts to the forefront, ensuring every experience feels fresh and exciting.”
A Future Filled with Sound
Looking ahead, Armando Hinojoso and W Dubai Mina Seyahi are focused on pushing boundaries. From promoting local talent to hosting global events, their commitment to innovation and balance continues to shape Dubai’s music scene.
“We’re not just creating events; we’re building stories, shaping culture, and inspiring connections,” Armando said. “The key is to keep evolving.”
W Dubai Mina Seyahi’s role in hosting IMS Dubai is a testament to the city’s growing prominence in the electronic music scene. But beyond the glitz of the event lies a deeper story of innovation, inclusivity, and balance. Under Armando’s leadership, W is not just a hotel—it’s a cultural connector, proving that music and hospitality can coexist in ways that inspire and elevate.
Follow Armando’s journey here and see his work in action at W Dubai Mina Seyahi.
