She Co-Founded Atlanta’s Newest Record Label, Waring Records

Sinead Waring has a passion for entrepreneurship. Hailing from London, she used to own a baby boutique and once ran a private jet charter company. But her latest venture is what she feels she was meant to do. Sinead recently launched Waring Records with her husband Jordan, grandson of music luminary Fred Waring.

Sinead is making moves, recently signing the label’s first act — powerhouse vocalist Alfreda! (Yes, the official spelling includes the exclamation mark.) Sinead, who now calls Atlanta home, is ushering in a new era of music, one artist at a time.

Get to know this trailblazing FACE of the South!

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What excites you most about launching Waring Records?

I love music, community, and bringing people together. I also love the idea of giving people that push when they’re about to give up or when they think, “Oh, I’m not going to become famous” or “I’m not going to get a hit; my time has passed.” I love giving them that belief again.

What was it about Alfreda! that made you sign her as your first artist?

I wanted to find people who were five steps from stardom. She was always the background singer for people like Elton John and Yanni, and she did some tours with Whitney Houston back in the day. I thought, It’s your time, honey! Her new song “Died to Myself” reached over 800,000 listeners in just a couple of days and was on 34 playlists.

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Why do you think the new song is doing so well?

Obviously, Alfreda’s voice is amazing, but I also think it’s the craftsmanship that’s going into this music. It’s real musicians, and the lyrics are like an awakening. You have to die to yourself to live. If you’re going through a hard time, and you listen to this song, it will reassure you that you’re coming out of it. It hits deep.

In today’s era of music, why do you think it’s important for independent labels like yours to exist?

The music industry has changed an awful lot, and with our record label, we give the artists a platform to express themselves. Nowadays, music is like McDonald’s. But I feel like the music we’re putting out is more like storytelling and has more depth. It’s as if it takes you away from your everyday life and into a movie.

What do you think will be the key to making sure your label thrives?

We will keep a family vibe. We’re in talks with other musicians, and they have to have the same mentality about respect and working together. I think working with like-minded people instantly makes a record label unique. We’re not just looking at people and trying to exploit them. We’re trying to work together and grow as a team. Most record labels look at people like factories — how much can I make out of you? But this is more personable. We want to grow with the artist.

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What do you love most about living in Atlanta?

The vibe, the people, the culture — it’s so warm and inviting. I feel like I’m from Atlanta in my heart, because I feel more at home in Atlanta than I did in London.

What do you like to do when you’re not working?

I love to chill by the pool and go on nature walks. I like to try new restaurants and new foods, and I love to get my hair done. I love traveling, experiencing new cultures, and learning about different cultures.

Also, I like to read — especially self-help books on improving myself. I’m quite spiritual, so I like to meditate. I’m very hyperactive, so it takes the edge off.

I also enjoy time in the sun. I need vitamin D; it keeps me happy.

What’s the best advice you have to offer?

If you’re doing something you’re passionate about, and you’re helping someone, you’re changing someone’s life for the better. Even if it’s little, you know you’re going in the right direction. Follow your passion, but do good. If you’re an artist, for instance, once a year, you could donate a piece to a charity. Always give back along the way. I think it brings you closer to your goal. While you’re following your dreams, notice what’s going on around you and collaborate. It’s not about the destination, it’s about the journey.

Aside from faith, family, and friends, name three things you can’t live without.

Korean skincare, coffee, and my acrylic nails.

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Southern women are doing remarkable things. Meet more of them in our FACES archives!