Brand Tone

Edgy, rebellious, passionate, direct, and deeply connected to the alternative and metal music scenes. It aims to be authentic to the genres it represents.

Brand Values

• •Artist Support & Development
• •Musical Authenticity & Innovation
• •Independence
• •Fan Connection
• •Expanding Beyond Music

Best Practices

• •Channel the Artist's Voice: When promoting specific artist merch, infuse the copy with the attitude and themes prevalent in that artist's music and persona. The merch is an extension of their art.
• •Embrace the Edge: Don't shy away from language that is bold, direct, and slightly rebellious. Use strong verbs and evocative imagery that resonate with the metal and alternative culture.
• •Speak to the Superfan: Acknowledge the deep connection fans have with the music. Use inclusive language ("your allegiance," "rep the real") that makes them feel part of the Sumerian community.
• •Highlight Exclusivity and Authenticity: Emphasize that this is official merchandise, a genuine link to the artists. Use terms like "Official," "Limited," "Authentic Gear."
• •Be Visually Congruent: Ensure the copy style matches the dark, often intricate, and impactful visual aesthetic of the bands and the merchandise itself. The words should feel like they belong with the imagery.

Social Perception

Seen as a significant label in the metal and alternative music scenes, home to many popular and influential bands. Appreciated by fans for its artist roster and for providing a platform for specific subgenres. Merchandise is often sought after by fans as a way to support artists and showcase their affiliation. However, widely criticized for poor communication, slow fulfillment, and difficulty resolving issues with orders.

Copy Examples

• •For a new Bad Omens t-shirt: "Unleash your allegiance. The new [Album/Song Title] tee isn't just merch, it's a statement. Wear the revolution. Shop Bad Omens now."
• •For a vinyl reissue: "Resurrected. The raw energy of [Artist]'s legendary [Album Title] is back on wax. Limited press. No sleep till it's yours."
• •General Sumerian Merch ad: "Fuel your obsession. Official gear from the artists who define the sound. This is more than music. This is Sumerian."
• •Instagram caption for a new merch line reveal: "Fresh arsenal. We just dropped a new collection for [Artist Name] that's as uncompromising as their sound. Link in bio. Rep the real."
• •Email subject line for a sale: "Your Sound. Your Style. Your Price. Sumerian Merch Sale Starts Now." (Body: "Don't just listen. Live it. For a limited time, grab official merch from your favorite Sumerian artists at a price that hits different.")