Brand Tone

Energetic, Authentic, Lyrical, and Confident

Brand Values

• •Brotherhood & Unity
• •Mastery of Craft
• •Evolved Nostalgia
• •Authentic Storytelling
• •Positive Empowerment

Best Practices

• •Lead with "The Four": Always emphasize the group dynamic. Use words like "brotherhood," "we," "the collective," "the table." Even when a single member is highlighted, connect it back to the group's strength.
• •Balance Confidence with Humility: The copy should be confident and bold, reflecting their lyrical prowess, but always grounded in the story of their struggle and hard work. Phrases like "The work never stops" or "From the floor of Apt. 505" can reinforce this.
• •Use "Evolved Nostalgia" as a Guide: Reference the "OGs" and the "foundations of hip-hop" while pairing it with modern, energetic language. This speaks to both older and younger fans simultaneously.
• •Keep it Raw and Direct: Avoid overly polished corporate speak. Use direct, punchy sentences. The tone should feel like it could be a line from one of their verses—energetic, clear, and impactful.
• •Let the Lyrics Do the Talking: Whenever possible, incorporate actual lines or themes from their songs into the copy. This creates a cohesive world between their art and their marketing, rewarding dedicated fans who recognize the references.

Social Perception

Saviors of Lyricism, Dynamic Performers, Heirs to a Legacy, Viral Sensations with Substance

Copy Examples

• •Back to the table. The work never stops. You asked. We listened. New freestyle drops Friday at 12 PM PT. Four brothers, one mic, pure bars. This is for the culture. This is Coast Contra. #TheOldWay
• •Wear the story. It all started in Apt. 505. A 450 sq. ft. space where four dreams became one reality. This isn't just merch, it's a piece of the journey. Limited run available now. Link in bio.
• •The Coast is coming to you. We're taking the energy from the table to the stage. The 'Apt. 505' experience is coming to your city. Expect bars, brotherhood, and raw energy. Tickets on sale this Friday. You don't want to miss this.
• •Iron sharpens iron. Late nights in the lab, pushing each other to be better. The vision stays protected. This is bigger than music. #CoastContra #Brotherhood
• •The DNA of the Coast. We're taking over Spotify's 'Real Rap' playlist. From the OGs that inspired us to the new school artists pushing the boundaries, this is the sound that fuels us. Tap in to hear the tracks that made us.