Brand Tone

Personal, Authentic, and Niche-Focused with a Retro-Futuristic Edge.

Brand Values

• •Artistic Independence & Creative Control
• •Innovation & Genre-Pushing
• •Authenticity & No Compromise
• •Community & Direct Fan Engagement
• •Nurturing New Talent

Best Practices

• •Channel John B's Voice: The artist's personality is the brand. Write with his directness, wit, and passion. Before publishing, ask: "Does this sound like something John B would say?"
• •Use the 'Retro-Futuristic' Lexicon: Consistently weave in words related to the brand's core aesthetic: cyberpunk, 80s, electro, futuristic, rave, code, system, glitch, neon, data. This reinforces the visual and sonic identity.
• •Speak to the 'In-Crowd': Don't be afraid to use niche D&B terminology. This validates the knowledge of dedicated fans and makes them feel seen. It shows the brand is authentic and belongs to the culture.
• •Emphasize Scarcity and Exclusivity: For merchandise and physical releases, highlight 'limited runs,' 'dub plate,' and 'collector's items.' This appeals to the dedicated fanbase and creates urgency.
• •Balance a Confident Edge with Community Warmth: The tone should be confident and pioneering, but always inclusive of the community. Frame fans as integral parts of the journey, not just consumers. Use words like 'crew,' 'soldiers,' and 'community' to foster a sense of belonging.

Social Perception

Respected and Influential Independent Label, synonymous with John B's unique artistic vision; seen as legitimate, long-standing, credible, and artist-run, fostering a loyal and connected fanbase through direct engagement.

Copy Examples

• •Wear the code. Our new 'Electrostep Div-Null' tee is more than fabric; it's a statement. Engineered for the rave and the street. Limited run. No restocks. Link in bio to claim yours.
• •Forget what you know about the mainstream. This Friday, we're taking it back to the future. The new single is pure, unfiltered D&B with a cyber-punk soul and an 80s heart. This is the sound we were built on. Prepare for system overload. Pre-save now.
• •Found in the archives. We've unearthed a handful of the original 'Up All Night' vinyl pressings. A timeless piece of D&B history that shaped the sound of a generation. For the collectors, the purists, and the ones that were there. When they're gone, they're gone forever. [Link to store]
• •The Beta Recordings community is global. From a warehouse rave in Berlin to a late-night drive in LA, where are you listening from? Drop a flag and the track that's on repeat. #BetaGlobal
• •Established in '99, not to follow trends, but to create them. Beta Recordings is the home of unapologetic, forward-thinking Drum & Bass. We are a vessel for genre-bending artists and a direct line to the community that fuels us. No compromise. Just beats, bass, and a retro-futuristic vision.