Brand Tone

Diaristic and Conversational, Witty and Playful, Reflective and Optimistic, Enthusiastic and Passionate.

Brand Values

• •Vulnerability and Honesty
• •Songwriting as a Craft
• •Connection and Community
• •Resilience and Growth
• •Authenticity

Best Practices

• •Lead with the Story: Every piece of copy, from a social media caption to a product description, should be rooted in a narrative. Frame products and announcements within the personal, diaristic context of Gretta's life and songwriting journey.
• •Embrace "Realistic Optimism": The tone should balance vulnerability with hope. Acknowledge difficult feelings (the "heartbreak") but always guide the audience toward the "positive spin." Avoid toxic positivity; instead, focus on resilience and the lessons learned from tough experiences.
• •Use Conversational Language: Write as if you're speaking directly to a friend. Use "I" and "you," ask questions, and share personal anecdotes. Keep sentences clear and direct, mirroring the "unambiguous" lyrical style praised by critics.
• •Connect Back to the Music: Always make the music the hero. Merchandise, tours, and announcements are extensions of the songs. Use lyrics, song titles, and album themes as inspiration for campaigns and copy to create a cohesive brand world.
• •Foster Community Interaction: Encourage a two-way conversation. Ask fans for their stories, feature their content (with permission), and create spaces for them to connect. This reinforces the "big sister" and "friend" persona and strengthens the bond between artist and audience.

Social Perception

The "Big Sister" Persona, A Songwriter's Songwriter, Relatable and Grounded, An Indie-Pop Star on the Rise, a significant and rising talent in the indie-pop scene.

Copy Examples

• •Wrote these songs in my bedroom, and now they're on a t-shirt. It feels like sharing a page from my diary. The new 'Positive Spin' collection is live in the store! Hope you love these pieces as much as I loved making the music that inspired them. ✨
• •Each track on *Positive Spin* is a story, a lesson, a late-night thought. From the soaring highs of 'Upgraded' to the quiet reflection of 'Dear Seventeen,' this album is about finding the light. Put the needle on the record, close your eyes, and let's look for it together. Pressed on exclusive lemon sorbet vinyl, because life's too short for boring colors.
• •Remember that feeling of screaming a breakup song in the car with your best friend? That's what The Big Pop Show is all about. It's a little bit of heartbreak, a lot of dancing, and a whole night of singing our stories. Can't wait to see you there. 💖 Grab your tickets before they're gone!
• •A letter from me to you (& some news!) ...and in the middle of all that chaos, I wrote a song. It's funny how melodies can feel like silver linings. This new one is for anyone who's ever had to find their own. Speaking of which, I feel so lucky to see you all find your own stories in my music. It’s the most rewarding part of this whole journey...
• •The song: 💃💔 / The lyrics: ✍️😭 ... Sometimes you have to wrap the sad stories in a danceable beat. #songwriting #newmusic #popmusic #heartbreak