W Hotels has always touted itself as one of the trendiest lifestyle hotel brands for meetings, and now your group may meet alongside a music video shoot or live music performance in the lobby (if it hasn’t already).
That’s right, the hotel brand launched its own record label—W Records—which will help artists from signing to release of an album. The brand has long been involved with music, with on-location recording studios in its W Sound Suites (at W Hollywood, W Barcelona, W Bali and W Seattle), live performances in its Living Rooms and its on-property WAKE UP CALL music festivals. So, starting a record label was a natural next step, according to Anthony Ingham, global brand leader for W Hotels.
“[W Records] 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,” says Ingham. “We’ve accomplished each of these tasks in increments before, but now we can do it all.”
The way it will work is that, once the tracks are mixed and mastered, W will release 500 copies of limited-edition vinyl to DJs, tastemakers and even music-loving SPG/Marriott Rewards Members. Each W Records artist will then get the chance to film a music video to accompany the track’s release, followed by an intimate live set for W guests and fans—and possibly some very lucky meeting attendees.
The first W Records artist to make her debut is Amber Mark, with the launch of her cover of “High On Your Love” by Kings Go Forth, and her live performance at the W New York is scheduled for Oct. 10. Meeting planners interested in working the brand’s musical aspect into future events should check out the brand’s upcoming artist announcements.
