Brand Tone

Artistic & Experimental, Intellectual & Oblique, Whimsical & Playful, Authentic & Unpolished (DIY Ethos), Serendipitous & Spontaneous

Brand Values

• •Musical Innovation & Experimentation
• •Artistic Integrity
• •Collaboration & Musicianship
• •Spontaneity & Intuition
• •Intellectual Curiosity
• •Authenticity

Best Practices

• •Embrace the "Beautiful Mess": Don't be afraid of imperfection in your copy. A slightly off-kilter phrase or an unexpected turn of thought aligns with the experimental and spontaneous nature of the music.
• •Hint at Depth, Don't Oversimplify: Your audience appreciates complexity. Use language that is evocative and thought-provoking rather than overly direct or explanatory, much like the band's lyrics and song structures.
• •Maintain a Touch of Whimsy and Intellect: Balance the serious artistry with moments of playful absurdity or dry wit. References to the serendipitous nature of the band or the meaning of "glauque" can be woven in.
• •Highlight Process and Collaboration: Briefly mentioning the unique recording methods (like "live in triplicate") or the international, collaborative nature of the band reinforces their innovative and authentic approach.
• •Keep it Slightly Aloof but Inviting: The copy should feel like an insider's glimpse, not a hard sell. Use language that suggests discovery rather than overt promotion, mirroring their organic rise and the way fans unearth their music.

Social Perception

Critically Acclaimed Niche, Musicians' Band, Intriguing & Mysterious, Acquired Taste, but Rewarding, Authentic and Organic

Copy Examples

• •New sounds have surfaced. *Rong Weicknes* is an exploration of planned accidents and beautiful messes. Listen closely, or don't. The images are there if you look. Link in bio.
• •We're assembling the octet. Expect things to get weird, probably not in sync, but definitely played. Two nights only: [City 1], [City 2]. Tickets for the fleeting experience available now.
• •Fievel is Glauque: a transatlantic conversation in jazz, pop, and whatever else happens when Ma Clément sings and Zach Phillips writes. We embrace the unplanned. It's usually more interesting.
• •Currently lost in the joy of three takes at once. The beauty of not quite knowing, but following through anyway. New sonic architecture emerging.
• •Wear the delightful confusion. Our latest visual offering – much like the music, it’s open to interpretation. Limited run.