Marriott’s W Hotels brand is launching a label called W Records.
According to W Records, it will support artists through every step of their development, providing recording space, video shoot locations, mixing and mastering and distribution.
Tracks for W Records are recorded at the hotel chain’s on-site recording studios W Sound Suites.
W Records is partly overseen by Giant Step, the marketing agency that has created campaigns for brands like Intel, Samsung and ABSOLUT.
The label is supported by both in-house and music-centric PR teams between Think PR (W brand) and Grandstand Media (artists), non-commercial radio promotion from Co-Sign (artists), plus Giant Step’s marketing team adding DJ, tastemaker and influencer marketing to the program’s scope.
Four new artists will record music over the next year. Starting today, tracks from the first artist will be released through W Records both digitally and via limited edition runs of vinyl,
The first W Records artist is R&B songwriter and producer Amber Mark (pictured) whose first exclusive release for the label is a cover of High On Your Love by Kings Go Forth
The second track to be released by Mark will be a rework of her song Can You Hear Me. Both tracks from Mark were recorded earlier this summer in the W Sound Suite at W Hollywood.
“W Records is, undoubtedly, a natural next step for W and music.”
Anthony Ingham, W Hotels
“Over the brand’s 20-year lifespan the music industry has changed beyond recognition, and we have changed with it,” said Anthony Ingham, Global Brand Leader, W Hotels.
“Intimate live performances in our Living Rooms have evolved into weekend-long music festivals throughout our hotels. The curated soundtracks of years ago have given way to late night recording sessions in our W Sound Suites. That’s because one thing remains constant: travel and the allure of a W hotel room inspiring musicians around the world.
“W Records is, undoubtedly, a natural next step for W and music. It represents a complete 360-degree approach to our innovative music programming – one in which we support emerging talent, provide them a place to record, distribute their music and act as a live venue. We’ve accomplished each of these tasks in increments before, but now we can do it all.”Music Business Worldwide