Behind The Lens: Jordan & Sinead Waring Launch WARING RECORDS

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Waring Records is Sinead Waring (CEO, Co-Founder), Jordan Waring (Co-Founder), Chris Blackwell (Executive Producer), David Pesin (Director of Marketing and Media), Trammell Starks (Chief Engineer).

In a move that cements its status as one of the most exciting new independent labels in music, Waring Records announces their official launch and first music release with powerhouse vocalist Alfreda! (Alfreda Gerald). Waring Records and Alfreda! have inked an exclusive two-album deal, with her first full-length release arriving later this year. Jordan Waring states:

We believe the future of soul, R&B, blues, and roots rock music isn’t about reinvention — it’s about re-centering truth, power, and artistry. Alfreda! was the artist we’d been waiting for. She’s not just a stunning vocalist — she’s a statement of everything this label stands for: originality, elegance, and fire. This isn’t just a debut for us — it’s the first brick in the road we’re building for what’s next.

Written by Jordan Waring and produced by Chris Blackwell, Alfreda!’s debut album brings together a dream team of musicians — including live brass sections, gospel choirs, and string arrangements — to create a sound that is at once classic and totally fresh. Jordon adds:

As a songwriter, I have imagined working with the level of talent that ALFREDA! brings to the material. Her voice is powerful, transformative and just magical. These songs weren’t written with her in mind — they were written specifically for her. It’s a composer’s dream come true.

Alfreda!’s decade-spanning career includes performances alongside Elton John, Warren Haynes, Oteil Burbridge, The Gap Band, Michelle Malone, Third Day, Celine Dion, The Black Crowes, Gladys Knight, Shawn Mullins and Taliesin Orchestra, Alfreda! has long been recognized as a vocal force on the world stage. Fate Will Have It marks a bold new chapter — her first studio album made entirely of original songs crafted specifically for her voice and fire. Sinead Waring says:

Alfreda Gerald is not just a singer — she’s a thunderstorm. She doesn’t perform songs, she inhabits them. Her voice can tear the roof off, then turn around and whisper something that breaks your heart. There’s no one like her. We’re not just making records — we’re building experiences. People are craving music that moves them. That lifts them. That feels alive. Alfreda! delivers all of that and more.

Known for her genre-defying vocal range and dynamic stage presence, Alfreda! is ready to take center stage with a fiery, soul-drenched album of entirely original material. Accompanied by a full brass section, world-class musicians, and a high-energy live performance, she will take the stage on June 19 at the iconic Buckhead Theater—a powerful preview of what’s still to come. Tickets are now available for purchase HERE. 

For more information on Alfreda! and all up-to-date news, please visit https://www.alfredaofficial.com/.