Brand Tone

Passionate & Enthusiastic, Community-Focused & Inclusive, Authentic & By Fans, For Fans, Rebellious & Niche-Oriented, Informative & Appreciative (for music), Slightly Irreverent & Edgy (especially for Gimme Metal)

Brand Values

• •Community
• •Authenticity
• •Artist Support
• •Music Discovery
• •Exclusivity & Collectibility
• •Passion for Underserved Genres

Best Practices

• •Speak the Lingo, Authentically: Use language and references that resonate with the specific genre's fanbase (e.g., "brutal," "riffs," "twang," "outlaw"). Avoid forcing slang if it doesn't feel natural.
• •Prioritize Passion & Enthusiasm: Let genuine love for the music and the community shine through. Copy should feel energetic and exciting, not corporate or sterile.
• •Emphasize "By Fans, For Fans": Continuously reinforce that Gimme is built by people who are part of the scene, understanding what true fans want. Highlight the human element of curation and artist involvement.
• •Foster a Sense of Belonging: Use inclusive language ("Brigade," "family," "us," "we") to make customers feel like part of an exclusive, like-minded group. Encourage interaction and sharing.
• •Be Direct and Bold (Especially for Metal): Don't be afraid to be a little edgy or provocative, in line with the genres represented. For metal, a touch of irreverence or darkness can be appropriate, while for country, it might be more about storytelling and tradition. Always align with the specific sub-brand (Metal, Country, Rock).

Social Perception

Positive (among its niche), Loyal Fanbase, Appreciation for Curation, Strong Community Aspect, E-commerce Reliability (Post-Acquisition), Valued for Artist Support

Copy Examples

• •(Vinyl Club Ad - Gimme Metal): "Stop scrolling, start *moshing*. The Gimme Metal Vinyl Club ain't for posers. We unearth exclusive, skull-crushing pressings you won't find anywhere else. Hand-picked by those who *know*. Join the Brigade. Worship at the altar of vinyl."
• •(New Release Announcement - Social Media): "Fresh outta the void! The new [Band Name] record just dropped in the Gimme store, and it’s a full-blown eargasm. Support the artists, snag some killer wax, and let your neighbors know what real music sounds like. Link in bio – don’t sleep on this."
• •(Email Subject Line - Store Promotion): "Your Record Collection is Begging For This..."
• •(Website Banner - Highlighting Curation): "No Algorithms. Just Pure, Unadulterated Metal/Country/Rock. Curated by Legends. Discovered by You. Welcome to the Gimme family."
• •(Instagram Story - Community Focus): "What's spinning on your turntable today, Brigade? Tag us in your Gimme hauls! We’re a community of die-hards, united by the noise. Let’s see those grails! #GimmeRadio #GimmeMetal #VinylCommunity"