Shortly after announcing the world’s first on-property music festival series, WAKE UP CALL, W Hotels announces its newest project in the world of music, W Records. A record label and resource for handpicked artists, W Records provides artists with development, recording space, video shoot locations, mixing, mastering, live performances, streaming and vinyl production. W Records plans to record its artists’ tracks in W Sound Suites at W properties.

“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,” said Anthony Ingham, global brand leader, W Hotels. “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.”

Artists record tracks at W Hollywood, W Barcelona, W Bali or W Seattle. W Records then releases 500 copies of limited-edition vinyl to distribute to DJs, tastemakers and Starwood Preferred Guest and Marriott Rewards members. Each artist films a music video to accompany the release, before performing a live set for W guests.

The first W Records artist is R&B artist, songwriter and producer Amber Mark, with her first exclusive release from W Records, a cover of “High on Your Love” by Kings Go Forth. Mark performs a set today at W New York — Times Square and the show includes the premiere of Mark’s music video shot at W Montreal.