Boutique imprint formed in 1996 by Watley as a vehicle to release her continued diverse niche based music offerings with a mantra of “Fueling Quality Music”.
To date, Avitone has released and licensed music to a variety of niche based taste-making labels around the globe including Universal Japan, Giant Step, Hed Kandi,Chillfunk, Ministry of Sound, Defected, Universal Japan, Sony Special Products, Logo TV, Nintendo, Revlon, Shanachie and more.
AVITONE Albums: Affection, (1996), Saturday Night Experience Vol. 1 featuring Jody Watley (2000), Midnight Lounge (2001), The Makeover (2006).
Shifting Paradigms. Watley’s “The Makeover” Avitone partnered with music retailer Virgin Megastore, high-end cosmetics company Shu Uemura and local beauty salons for an exclusive release with special in-store appearance, fan make-overs, live performance and autograph signing. The partnership was an early successful strategic partnership signaling the continued changing landscape for artists releasing music independently. The Makeover release debuted at #1 for the chain where it remained for 5 weeks without a radio single. Upon release at iTunes, “The Makeover” debuted at #3 Top Electronic Albums and subsequently produced 3 Top 5 Billboard Dance Hits (Borderline #2, A Beautiful Life #5, I Want Your Love #1). The Jody Watley makeover of the CHIC classic “I Want Your Love” also went to #1 Commercial Pop in the U.K. according to Music Week, giving Watley her first UK #1 in 20 years.
December 2013: Jody Watley’s “Nightlife” impressively reached the Top 5 Urban Music Charts in the UK, #6 Commercial Pop and continues to rise on the Billboard Hot Dance Club Play Charts in the U.S. currently at #25. The Avitone release made this chart showing amidst major label big budget releases and higher profile younger artists.
The “Nightlife” campaign has served to bring a greater awareness of Watley’s evolution and success through decades with strategical planned PR blitz helmed by Juanita Stephens who was one of the publicists of Ms. Watley’s breakthrough solo debut in 1987 “Jody Watley” on MCA / Universal. In the UK the radio campaign is handled by Steve Ripley at Soulfood Music, and Music House. Accompanying the single are various fan made video’s, two lyrical video (original and Moto Blanco Remix). Remixes were completed by Moto Blanco, Jodie Harsh, Dave Doyle, Soulpersona and Luminodisco.
September 2013: “Nightlife”GRAMMY winner Jody Watley, one of Pop/R&B and EDM’s most enduring and stylish trailblazers, returns September 2013 with a simmering electro disco stomper inspired both by her well documented roots in disco, funk, soul and her love of the gilded era of dance and it’s legendary bastions of groove and fashion from NYC’s Studio 54 to Paris’ Les Bains Douches with a sly nod to ‘waacking.’ Destined for international runways, dance floors and beyond. This party jam is irresistible from start to finish! From the forthcoming and highly anticipated “PARADISE” EP.
Remixes have been completed by club powerhouses Moto Blanco, Jodie Harsh, UK deep soulful house producers Dave Doyle, Soulpersona, up-and comer Luminodisco from Italy.
An R&B Christmas. Avitone has licensed Jody Watley’s jazzy rendition of the Vince Guaraldi classic “Christmas Time Is Here” to Sony Special Products to be included “An R&B Christmas” featuring R.Kelly, Aretha Franklin, Mary Mary, Luther Vandross, Alicia Keys, John Legend and more.