W&W
W&W was born from our first name initials, Willem and Ward. When we made our first track and sent it to Armin van Buuren, we didn't have a project name or anything. It was so last minute that we just used our ini- tials and named the track, 'W&W - Mustang!
What comes to mind when you think of performing for a massive crowd at an EDM festival? Do you have any memorable experiences?
Nothing compares to the experience of playing in front of a super energetic crowd. We are lucky enough to have plenty of memories of those moments, and are still making new ones! The adrenaline we get is unmatched when you're in sync with such a big mass of people it can create a special connection. There's no better feeling than hearing a crowd singing along and reacting to a track that you've spent months creating.
What is the best live EDM event you have ever experienced?
In 2010, we experienced our first Tomor- rowland together when we played on one of the smallest stages the festival has to offer. After our set, we walked to the Main Stage and were overwhelmed by the full valley of people with this in- sane stage and production, fully in sync. We were looking at each other and said, "Imagine if we could ever play there?" obviously thinking that it could never happen, it was just a silly thought. Fast forward four years later, we played that MainStage for the very first time in 2014. With name-dropping some events we don't do all of them justice, each event has its unique audience. The global big brands like Tomorrowland, Ultra, and EDC, are always an honor to play for, but almost every single country has its own festivals that shine and capture the unity that dance music brings to people.
We weren't expecting anything from this project or song, and we were not seriously considering continuing the project together, it was sort of a placeholder name. It started from being friends, going to different elec- tronic music events together, talking, and MOST COMMOM MISTAKES & MORE
What is one mistake you see many up-and-coming DJs mak- ing? What advice would you give to aspiring DJs?
A common mistake made by up- and-coming DJs is doing some- thing identical to someone who is already suc- cessful in the same field. Being inspired can kickstart your musi- cal journey and exploration of your own musical taste and self, but try to create your own musi- cal identity after that. Once that's been reached, perseverance is everything, and working hard for your own vision can be key.
We are cat lovers! How did the cat become part of your market- ing and promotion strategy?
Willem and his girlfriend Sarina, both being big cat lovers, have been sharing the OIIA meme back and forth with each other since July 2024. While it was funny, they thought it was a small niche meme. Once we saw how popular the cat was getting, we had the idea to remix the sound and put Ethel (the official cat from the meme), on the LED screen for our next set. We played it for the first time at Countdown NYE in Los Angeles, and as soon as the green screen with Ethel popped up, the crowd went crazy. We created it just as a fun moment to share with fans, but once the initial video was uploaded, it skyrocketed to over 90 million views across platforms in less than 48 hours.
The reception surprised us so much, and when we saw that Eth- el and her owner never received any royalties for her usage all over the internet, we decided to release it as an official track. Proceeds from the song go directly to Ethel, the blind Ohio cat behind the trend, as well as a portion donated to the Cat Welfare Association, the non-profit shelter that gave her a second chance. Since the release, the trend has exploded further and Ethel even made it to massive billboards in NYC, LA, China, and beyond.
sharing a passion for trance music at the time. After Armin actually played the song on his radio show, A State Of Trance, and his label Armada wanted to sign it, we thought "Oh, this is serious!"
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