Brand Tone

Authentic, Passionate, Artist-Centric, Independent, Maverick, Bold, Unapologetic, Community-Focused, Professional, Dedicated

Brand Values

• •Artistic Excellence & Integrity
• •Artist-First Approach
• •Diversity & Inclusivity
• •Ethical Conduct & Respect
• •Resilience & Determination
• •Community Building
• •Passion for Music
• •Supporting Live Music

Best Practices

• •Use authentic and passionate language that reflects a genuine love for music.
• •Prioritize the artist's perspective and celebrate their creative vision.
• •Incorporate bold and unapologetic statements that showcase the label's independent spirit.
• •Foster a sense of community by connecting artists, fans, and the broader music ecosystem.
• •Maintain a high level of professionalism while still embracing the label's indie roots.

Social Perception

Respected & Influential Independent Label, Champions of Diverse Talent, Authentic & Principled, Female-Led Success Story, Quality-Driven

Copy Examples

• •"Life is Too Short to Listen to Shitty Music."
• •"Discover career artists who push boundaries."
• •"We are committed to artistic development."
• •"Supporting live music is at the heart of what we do."
• •"An independent, female-founded and led record label based in Toronto, Canada"