From being the first to feature DJ's on their properties, to hiring a dedicated Music Director, W Hotels has always been committed to music. In recent years, W Hotels opened up W Sound Suite recording studios on their properties in Hollywood, Seattle, Barcelona and Bali. They also launched their very own music festival called “Wake Up Call” in Bali, Hollywood and Barcelona with great success.

The ASK:

W Hotels needed a simple way to bring all of their music initiatives together under one mission-driven brand.

Our ANSWER:

We created and launched W Records - a bold and ambitious independent record label focused on finding the next generation of musicians, and fostering a one-of-a-kind experiences for consumers and music lovers. W Records voiced the brand’s mission of supporting music to its national consumer base, and established W Hotels’ status as a credible and powerful partner in the music industry.

THE ARTISTS:

In its first year, W Records partnered with four unique artists on the verge of breaking – Amber Mark, Perfume Genius, Roosevelt and Japanese Breakfast – inviting them to record an original song and a cover of their choice inside W Sound Suite Studios in Los Angeles, Seattle, Barcelona or Bali.

DISTRIBUTION:

W Records signed a distribution deal with AWAL, releasing music globally on major platforms including Spotify and Apple Music, and on limited-edition clear vinyl. Releases were supported by artist music videos and a documentary partnership with Viceland. The year culminated in a limited-edition collector’s vinyl box set, designed by renowned British artist James Joyce.

PERFORMANCES:

W Records artists performed their new music globally at W Hotels in New York, Los Angeles, Abu Dhabi, Taipei, Washington DC and Dubai.

RESULTS:

  • Over 10 million streams

  • Heavy on-air rotation from the likes of KCRW, KEXP and Sirius.

  • Over 500 million impressions globally

  • Featured by Billboard, Rolling Stone, Fader, Spin, Pitchfork, GQ and Italian Vogue.

  • Over $40,000 raised for ACLU, The Rose Breast Cancer Prevention, SOS Mediterranee, Immigration Equality

  • The next phase will be a Fall release focusing on the Chinese market, with the discovery of an exciting new Chinese artist.