Brand Tone

Authentic, energetic, and relatable.

Brand Values

• •Roots and Heritage (Ūkaipō)
• •Perseverance and Ambition
• •Connection and Unity (Whānau)
• •Authenticity
• •Gratitude and Giving Back

Best Practices

• •Stay True to Your Roots: Continuously weave in themes of New Zealand identity, heritage, and the band's origin story authentically. This resonates deeply with the home fanbase and offers a unique angle internationally.
• •Emphasize Connection: Frame communications around unity, shared experiences, and the "Six60 family." Highlight the communal aspect of concerts and music.
• •Maintain Relatability: Even amidst massive success, retain a down-to-earth, approachable voice. Share behind-the-scenes content that shows the human side of the band.
• •Channel Energetic Positivity: Ensure that marketing copy for tours, new music, and general updates conveys the energy and uplifting spirit characteristic of their live shows and much of their music.
• •Be Open and Honest (When Appropriate): While maintaining a positive front, acknowledging challenges or criticisms with a mature and authentic voice can strengthen trust, as seen in discussions around their journey.

Social Perception

New Zealand's biggest and most commercially successful contemporary band, beloved by a massive and dedicated fanbase within the country.

Copy Examples

• •From Castle Street to stadiums. Still us. Still for you. #Six60
• •Feel the sound. Live the moment. SIX60 SATURDAYS – more than a concert, it’s a connection.
• •Our roots run deep, our music runs loud. New tracks coming soon. #DontForgetYourRoots #Six60
• •The journey’s been wild, the best is yet to come. Thanks for being on our team. #Six60Family #Perseverance
• •Bringing the sounds of Aotearoa to the world. This is who we are. This is Six60.