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W Hotels is expanding their connection to the music industry with their very own label called W Records. Over the next year, four emerging artists will record albums and W Records will help them developed into stars.
W Records is another tool that the luxury hotel brand is using to attract clients. Beyond having a library of vinyl records for guests to choose from, W Hotels are taking their knowledge of music and supporting the careers of artists. They plan on helping artists record, mix, master, produce videos, and even with distribution. The music from this new label will be produced at W Sound Suites, the hotel’s recording studios located in Los Angeles, Seattle, Barcelona, and Bali. Along with digital albums, W Records will produce 500 limited-edition vinyl copies of exclusive tracks. Each artist will have the chance to perform at the hotel brand’s W Wake Up Call music festivals. What this means for these emerging artists is exposure to the 110 million members of Marriott, the W Hotel’s parent company.
As Anthony Ingham, the Global Brand Leader for W Hotels Worldwide, said in a press release in April of 2017, “The W brand has long been synonymous with music, from the live music programming in our buzzing Living Rooms to musicians choosing to stay with us while on tour. The W Sound Suite provides the perfect professional environment for when inspiration strikes – any time, day or night, complemented by 24 hour room service, of course!”
W Hotels are doing two things: They are creating another point of contact between the brand and their members by using an existing affinity for music. This deepens the relationship between the brand and their guests, making the bond stronger. W are also strengthening their relationship to the music industry, by becoming part of it in a big way. Currently, they have music directors who are great at finding new and innovative music to play in their hotels. But with W Records, they will not only find new artists, but help emerging artists get their start. None of this is new for W Hotels, who have created an ecosystem of verticals for their global community of design savvy individuals. This new holistic approach is what these emerging artists will benefit from.
“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.”
The first artist that W Records is launching is Amber Mark, an R&B singer whose first two tracks will be available on 500 limited-edition vinyl copies. Check out some of the photos below of the W Sound Suites in Bali and Seattle, as well as the launch of W Records earlier this month in New York when Amber Mark performed.
Want to listen to Amber Mark’s limited-edition vinyl album?
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