Marriott’s W Hotels chain has recently launched its own record label called W Records, First Single By Amber Mark
W Records plans to support its signed artists through every step of their development, providing recording space, video shoot locations, mixing and mastering and distribution.
“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,” said Ingham in a press statement.
Tracks for W Records are being recorded at the on-site recording studios W Sound Suites and the initiative is partly being overseen by Giant Step which is the marketing agency that has created campaigns for brands like Samsung, Intel, and ABSOLUT.
The label is also being 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, making it a well-thought-out collaborative venture.
Global distribution for W Records is being provided by Kobalt’s AWAL even as four new artists plan on recording music over the coming year. Starting this month, tracks from the first artist, which is R&B songwriter and Producer Amber Mark, are released through W Records both digitally and via limited edition runs of vinyl.
Mark’s first exclusive release for the label is a cover of High On Your Love by Kings Go Forth.