W Hotels Announce Music Label

Hotels may not just be providing room service and a place to stay anymore.

The W Hotel chain has officially launched W Records, a music label, which has already signed artists and will be providing recording space and performance space to emerging global talent.

The brand is known for their on-property music festival series called Wake Up Call, and will now be a resource for artists selected by the record label and their partners in the music industry.

A press release claims W Records will support artists through every step of this process, including mixing their music and supporting live performances. Music will be available via streaming/digital outlets and also through the purchase of limited edition vinyl.

Anthony Ingham, Global Brand Leader of W Hotels, said in the press release that this is the next step for W Hotels — and also for music in general.

“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.”

The brand has set up a series of recording studios — dubbed W Sound Suites — which are located in Hollywood, Barcelona, Bali and Seattle. The artists chosen to work in these spaces will be recording an original song as well as a cover and then filming a music video to accompany the exclusive track being released.

W Hotels, part of Marriott International, Inc., believe they are the ideal brand to collaborate with music artists because of their connections and relationships with music-industry partners. Artists will immediately be exposed to a large audience and overseen by the marketing agency Giant Step.

The first W artist is songwriter and producer Amber Mark. Mark has released her first cover with W Records of “High On Your Love” by Kings Go Forth. This is the first exclusive release from W Records. An Oct. 10 performance at W New York-Times Square served as a W Records kick off.

W has announced that all proceeds that come from streaming releases will be donated to a charity of the artist’s choice and Mark chose The Rose, a charity focused on breast health care. The issue is very important to Marks after her mother, Mia, passed away from breast cancer in 2013.

While the idea of a hotel brand starting a record label seems unusual, W has emphasized the organic development of the project, and the artists involved so far are receiving much attention and help from the brand.

This just may the start of a trend.