Brand Tone

Curated & Artistic, Professional & Passionate, Authentic & Artist-Centric, Modern & Forward-Thinking

Brand Values

• •Quality
• •Artistic Integrity & Authenticity
• •Support for Artists
• •Connection & Community
• •Passion for Music

Best Practices

• •Know Your Artists, Know Your Audience: Understand the specific vibe of each artist and who their fans are. The copy should resonate with both, reflecting the artist's individual brand while fitting the overarching Material Music Group ethos of quality and authenticity.
• •Prioritize Authenticity Over Hype: While promotional, the language should feel genuine and respectful of the music and the artist-fan relationship. Avoid overly salesy or generic marketing speak. Focus on the artistic value and the connection.
• •Maintain Visual and Textual Cohesion: Ensure the tone of the copy matches the visual aesthetic of the product photography and the overall brand design. If the visuals are artistic and moody, the copy shouldn't be overly bright and bubbly, unless that contrast is intentional for a specific artist.
• •Be Informative and Appreciative: Provide key details about the products (e.g., "heavyweight vinyl," "organic cotton tee," "limited pressing"). Express gratitude for fan support, reinforcing the community aspect.
• •Develop a Tone of Voice Guide: Even a simple guide outlining key adjectives (e.g., "artistic," "authentic," "passionate," "curated," "respectful") and providing examples of "do's and don'ts" can help ensure consistency across all communications, regardless of who is writing. This helps maintain the brand's personality.

Social Perception

Dedicated and professional entity within the music industry, focused on quality and artist development. Desire for Authenticity: Fans prefer official merchandise to support artists directly. Merchandise as Identity: Band t-shirts and other items are a way for fans to express their identity and connect with a community. Expectation of Quality: While sometimes an issue in the broader merch market, there's a hope for well-made products. Appreciation for Exclusivity/Rarity: Limited edition items or unique designs are often sought after.

Copy Examples

• •Immerse yourself in the sonic landscape of [Artist Name]'s latest vision, '[Album Title].' Now available on heavyweight vinyl, crafted for the true audiophile. Own a piece of the journey. #MaterialMusic #[ArtistName] #VinylCollector
• •Wear the art. This limited edition [Artist Name] tee, featuring an exclusive design by [Designer/Artist], is more than merch – it's a statement. Available now, only at the official Material Music shop. #SupportArtists #LimitedEdition #[ArtistMerch]
• •At Material Music, we're driven by a passion for authentic sound and the artists who create it. Explore our official store for curated vinyl, apparel, and more from the Material Music family. Quality sound, tangible art. [Link to shop] #MaterialMusicGroup #NewMusic #OfficialMerch
• •Rediscover a classic. [Artist Name]'s seminal album '[Album Title]' is back in stock. Experience the enduring power of these tracks, presented with the quality they deserve. A cornerstone of modern music. #Throwback #VinylCommunity #MaterialClassics
• •🔥 FRESH DROP! 🔥 New [Artist Name] gear just landed. Swipe up to shop tees, hoodies, and [other items] before they're gone! Support your sound. #NewMerch #[ArtistName] #LinkInBio