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.
Global distribution for W Records is provided by Kobalt’s AWAL.
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
(According to YouTube and Spotify, Amber Mark’s High On Your Love cover is a release from Jasmine Music Ltd t/a PMR Records, under exclusive license to Virgin EMI Records.)
“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