Brand Tone

Aggressive, intense, authentic, passionate, community-oriented, collaborative, direct, and unapologetic.

Brand Values

• •Musical Preservation & Revival
• •Community Support
• •Authenticity
• •Physical Media & Tangibility

Best Practices

• •Use Direct, Impactful Language: Avoid passive voice and complex jargon. Use short, declarative sentences with strong, evocative verbs that match the intensity of the music (e.g., "forged in dissent," "unleashed," "pure brutality").
• •Maintain Subcultural Authenticity: Incorporate language and references understood by the target audience (e.g., "the pit," "90s metalcore," "edge metal," "UKHC"). This shows the brand is an authentic participant, not an outsider.
• •Center the Music and Artists: Every piece of copy should ultimately lead back to the music or the artists. The focus is on the craft and the creators. Highlight band origins, the effort behind a record, or the specific sonic influences.
• •Emphasize Community and Collaboration: Regularly feature content that promotes the wider scene, such as sharing other labels' releases, spotlighting fanzines, or using taglines like "Hardcore is cooperation." This reinforces the brand's role as a community pillar, not just a retailer.
• •Ensure Visual and Textual Cohesion: The raw, dark, and aggressive visual identity must be matched by the tone of the copy. The design elements and the words should work together to create a singular, immersive brand experience that is unapologetically intense.

Social Perception

Respected curator and community pillar, globally recognized, and an authentic voice within the metallic hardcore scene.

Copy Examples

• •The wait is over. The visceral new LP from [Band Name], '[Album Title],' is now live. Ten tracks of pure, unfiltered metallic hardcore forged in dissent. Limited edition pressings on 'Blood Swirl' and classic black vinyl. This is the sound of the coming strife. Link in bio. #thecomingstrife #metalcore #hardcore #vinylrecords #newmusic
• •New armor for the pit. The '[Merch Item Name]' T-shirt is now available. Built to last. Wear it with conviction. #TCS #metallicahardcore #hardcoremerch
• •Announcing 'Light of the Final Dawn Vol. 2'—our new global hardcore compilation. 16 bands from 9 countries, united by one sound. This is a testament to the strength and resilience of the international scene. From established titans to new blood, every track hits with intent. Listen now on all platforms and secure the limited cassette release on our site. Hardcore is cooperation. #thecomingstrife #UKHC #hardcorecompilation #supportundergroundmusic
• •Not a corporation. Not a trend. Just pure, authentic hardcore. For the scene. By the scene. Since 2018.
• •Tired of overproduced noise? Finland's Gray State delivers relentless, groove-filled hardcore brutality that will remind you what the genre is supposed to feel like. Their new album, 'Under the Wheels of Progress,' is out now on The Coming Strife. Listen if you know.