Brand Tone

Authentic & Independent, Nostalgic & Reverent, Knowledgeable & Curatorial, Slightly Quirky & Off-Kilter, Community-Focused

Brand Values

• •Artistic Integrity & Originality
• •Preservation of Musical Heritage
• •Support for Aotearoa (New Zealand) Music
• •Independence & DIY Spirit
• •Community & Connection

Best Practices

• •Embrace the Legacy, Don't Just Dwell on It: While history is a huge asset, balance nostalgic references with excitement for current and future artists. Show how the spirit of the early days lives on.
• •Speak from a Place of Passion, Not Just Commerce: The language should always reflect a genuine love and deep understanding of the music and artists. Avoid overly corporate or generic marketing speak.
• •Use Specific & Evocative Language: Instead of just saying "great music," describe the *feel* or *impact* of the sound. Refer to genres and influences where appropriate, but also highlight what makes an artist unique or "off-kilter."
• •Foster Community in Your Communication: Address the audience as fellow music enthusiasts. Encourage interaction, share stories, and acknowledge the fans' role in the label's history and ongoing journey. Use "we" and "us" to create a sense of shared identity.
• •Maintain Authenticity in Voice: Whether it's a tweet or a product description, the voice should feel consistently like it's coming from knowledgeable, passionate music fans who are deeply embedded in the independent Aotearoa music scene. Keep it real and avoid hype that feels disingenuous to the label's DIY roots.

Social Perception

Iconic & Legendary, Culturally Significant, Respected & Credible, Authentic & Enduring, Source of Discovery

Copy Examples

• •Headline (New Release): "From the archives to your turntable. [Artist Name] - [Album Name]. Unearthed sounds from a pivotal era. Dive in."
• •Social Media Post (Store Promotion): "Wellington, your weekend soundtrack is waiting. New arrivals, timeless classics, and the enduring spirit of Aotearoa music. Find us on Cuba St. #FlyingNunRecords #NZMusic"
• •Product Description (Classic Reissue): "The record that defined a sound. [Album Name] by [Artist Name] returns on limited edition vinyl. Raw, real, and just as vital as it was in [Year]. A cornerstone of the Flying Nun legacy."
• •Email Newsletter Snippet (Artist Spotlight): "Meet [New Artist Name] – carrying the torch of Kiwi ingenuity with a sound that's entirely their own. Discover their debut EP, fresh on Flying Nun. It’s a bit different, and that’s why we love it."
• •About Us Snippet (Website): "For over 40 years, Flying Nun has been the home of independent Aotearoa sounds. From the lo-fi jangle of the 80s to today's boldest artists, we're still championing music from the fringes. This is our story. This is New Zealand music."