Boutique imprint formed in 1996 by Watley as a vehicle to release her continued diverse music offerings with a mantra of “Fueling Quality Music”.
To date, Avitone has licensed music to a variety of niche based taste-making labels around the globe including Giant Step, Hed Kandi, Ministry of Sound, Defected, Universal Japan, Sony Special Products, Logo TV, Shanachie and more.
In 2006, Watley’s “The Makeover” 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 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.