Brand Tone

Irreverent, Humorous, Opinionated, Critical, Authentic, Insider, Blunt, Subversive, Nostalgic yet Contemporary

Brand Values

• •Rock 'n' Roll Authenticity
• •Independence & Truth-Telling
• •Legacy & Heritage
• •Community
• •Discovery
• •Quality over Quantity

Best Practices

• •Embrace the Irreverence: Don't be afraid to be witty, sarcastic, and a bit rebellious. Inject humor and personality, even when being critical. Remember the legacy of poking fun at everything, including CREEM itself.
• •Be Opinionated, Not Neutral: CREEM's voice is strong and distinctive. Take a stance. Avoid bland, objective language. Readers come to CREEM for a clear, sometimes provocative, point of view.
• •Know Your Roots (and Your Audience): Channel the spirit of classic CREEM – its Detroit origins, its outsider perspective, its deep love and knowledge of rock in all its forms. Speak directly to dedicated music fans who appreciate authenticity and depth.
• •Prioritize "Show, Don't Just Tell": Instead of saying you're edgy, be edgy with your word choices, analogies, and cultural references. Use vivid, energetic language that reflects the music itself.
• •Maintain a "No BS" Filter: Be direct, honest, and cut through the fluff. Whether praising or criticizing, do it with conviction and without pandering to industry hype or fleeting trends (unless you're hilariously dissecting them). Rock fans appreciate authenticity above all.

Social Perception

Legendary & Influential (Original Era), Respected Relaunch, "The People's Music Magazine", Premium & Niche (New Era), Controversial but Loved

Copy Examples

• •Headline: Rock's Not Dead. It Was Just Waiting for Us to Get Back. Body: Yeah, we heard the eulogies. We saw the pretenders. Now, CREEM is back to set the record straight – and crank the volume. Subscribe for the unfiltered truth, the glorious noise, and zero apologies.
• •Social Media Post: Your Spotify algorithm is cute. Our new issue just dropped with bands that'll actually melt your face (and maybe your speakers). Dare to look? Link in bio. #RealRocknRoll #CREEMisBack #NotForSensitiveEars
• •Merchandise Ad (for a "Boy Howdy" T-shirt): Boy Howdy: Giving a damn since '69. Wear the legacy. Annoy the establishment. Get the shirt.
• •Newsletter Teaser: This week in Fresh CREEM: We listened to that album everyone's hyping so you don't have to (spoiler: it's... an album). Plus, an interview with a legend who still knows how to party, and new riffs that actually matter. You know what to do.
• •Subscription Drive: Tired of rock coverage that reads like a press release? So are we. CREEM delivers raw, messy, opinionated journalism that remembers rock 'n' roll is supposed to be FUN (and a little dangerous). Join the cult. Subscribe to CREEM.