Marriott International’s W Hotels brand, an edgy lifestyle brand, has launched its own record label: W Records. Born out of the brand’s first on-property music festival series, Wake Up Call, the new project will serve as a record label for artists selected by W Hotels and their music industry partners.
From signing to release, W Records will support artists through every step of development, providing recording space, video shoot locations, mixing and mastering and finally, distribution of the new sound via live performances, streaming and vinyl production, a statement said.
Commenting on the launch, W Brands global brand leader Anthony Ingham said the record is the natural next step. He said: “Over the brand’s 20-year lifespan the music industry has changed beyond recognition, and we have changed with it. 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,” Ingham added.
R&B singer, songwriter and producer Amber Mark will be the first W Records artist with Mark’s cover of “High on Your Love” by Kings Go Forth marking the first exclusive release from W Records.
Mark will be kicking off W Records with a live performance of the song at W New York — Times Square on October 10, 2018. Mark’s second track, a rework of her song “Can You Hear Me” which was shot at W Montreal in Canada, will be released soon after, the statement added.
Global distribution for W Records will be provided by AWAL (Tom Misch, 3LAU) which connects W Records with audiences through top streaming services including Spotify, Apple Music, iTunes, Amazon, Google Play, and Deezer. The label’s artists will also have direct exposure to more than 110 million members of Marriott International’s rewards members, the statement noted.