Brand Tone

Authentic & Respectful, Passionate & Celebratory, Established & Authoritative, Nurturing & Forward-Looking

Brand Values

• •Cultural Heritage: Preserving and promoting the diverse musical traditions of Africa, Cape Verde, and the Lusophone world.
• •Artistic Integrity: Focusing on high-quality production and supporting artists' unique visions. José da Silva's early approach with Cesária Évora, emphasizing 'acoustic simplicity' and her culture, set this tone.
• •Global Connection: Bridging cultures by bringing music from specific regions to a worldwide audience. The label's identity was molded around 'travel, exploration and interconnecting trips between sub-Saharan Africa, Portugal, Brazil, Cuba.'
• •Legacy & Innovation: Honoring the foundational artists like Cesária Évora while embracing new sounds and younger artists.
• •Resilience & Dedication: Demonstrating a long-term commitment to its artists and the music, navigating industry changes and challenges for over three decades.

Best Practices

• •Emphasize Storytelling: Every artist and every musical tradition has a unique story. Weave these narratives into your copy to highlight authenticity and cultural richness. Connect the music to its origins and the artist's journey.
• •Use Evocative and Respectful Language: Describe the music and culture with words that convey passion, depth, and respect. Avoid generic marketing terms; instead, opt for language that reflects the artistry and soul of the music.
• •Maintain a Balance Between Legacy and Modernity: Acknowledge the label's rich history and iconic artists like Cesária Évora, while also enthusiastically introducing new talents and contemporary sounds. Show how the legacy informs the future.
• •Focus on Connection and Universality: While celebrating specific cultural identities, also highlight how the music transcends borders and connects with universal human emotions and experiences.
• •Be Visually Consistent: Ensure that the imagery and videos accompanying your copy align with the brand's values of authenticity, cultural richness, and quality. Visuals should complement the respectful and passionate tone of the text.

Social Perception

Pioneer & Key Influencer, Quality & Authenticity, Culturally Significant, Trusted Curator, Respect for Artists

Copy Examples

• •Immerse yourself in the vibrant soul of [Artist's Home Country] with [Artist Name]'s new album, '[Album Title]'. A masterful blend of tradition and contemporary flair, each track is a story, every note a heartbeat. Discover the authentic sounds that are captivating the world. Listen now on Lusafrica. #Lusafrica #NewMusic #[ArtistName] #[Genre/Country]
• •For over 30 years, Lusafrica has shared the melodies and rhythms of Africa and the Lusophone world. From the legendary Cesária Évora to today's rising stars, we remain dedicated to music that moves the soul. Explore our timeless catalog. #LusafricaLegacy #WorldMusic #CesariaEvora #AfricanMusic
• •Welcome [Artist Name] to the Lusafrica family! A fresh voice carrying the rich traditions of [Region/Genre] into a new era. Get ready to be enchanted by their debut single '[Single Title]' – a sound that’s both deeply rooted and boldly innovative. The journey begins. #Lusafrica #NewTalent #[ArtistName] #FutureOfMusic
• •Let the rhythms of Lusafrica transport you. Our new '[Playlist Name]' playlist is a vibrant journey through the sounds that connect us, from the melancholic mornas of Cape Verde to the pulsating beats of the African continent. Feel the music, feel the connection. Link in bio. #LusafricaSounds #GlobalMusic #MusicConnects #AfricanRhythms
• •[Artist Name] is bringing the authentic sounds of [Genre/Country] to a city near you! Experience the passion, the heritage, and the incredible live energy that defines Lusafrica artists. Dates and tickets available now. Don't miss this unforgettable cultural experience. #LusafricaLive #[ArtistName]OnTour #WorldMusicConcert