Brand Tone

Elegant & Refined, Passionate & Evocative, Authoritative & Esteemed, Accessible & Human, Nurturing & Educational

Brand Values

• •Excellence: A commitment to the highest possible standard in choral performance and recording.
• •Heritage & Innovation: Dedication to preserving and performing great choral heritage (from Renaissance to today) while also commissioning new works and finding fresh perspectives.
• •Accessibility & Inclusivity: The desire to bring beautiful choral music to as wide and diverse an audience as possible. This includes a new focus on diversifying the talent pipeline for young singers.
• •Transformation & Connection: Belief in the "transformative power of music" to enhance lives and create moments of peace and connection.
• •Legacy & Nurturing Talent: A commitment to fostering the next generation of choral singers and ensuring the continuation of their musical traditions.
• •Integrity & Passion: Performing music they love with genuine enthusiasm and dedication.

Best Practices

• •Embrace Evocative Language: Use words that convey beauty, emotion, and the transformative power of music (e.g., sublime, transcendent, radiant, serene, passionate, stirring, breathtaking).
• •Highlight Expertise with Humility: Reference the choir's renowned skill and heritage, but frame it in a way that feels inviting rather than exclusive. Share their accolades as a testament to their dedication to the art form.
• •Focus on the Listener's Experience: Describe how the music makes the audience *feel* – offering peace, solace, joy, or a deep connection to history and artistry.
• •Maintain a Sense of Warmth and Connection: Even when discussing complex musical ideas, keep the language clear and engaging. Reflect the "family" and "human" aspects of the choir where appropriate.
• •Ensure Visual and Textual Harmony: On platforms like Instagram and the website, ensure that the elegance and passion conveyed in the text are mirrored by high-quality, evocative imagery and video.

Social Perception

Highly Respected & Admired, A National Treasure (UK), Consistent Quality, Source of Spiritual Uplift, Innovative Programmers, The "Happiest Choir"

Copy Examples

• •Website Banner/Social Media Post (promoting a concert): "Experience the sublime. Join The Sixteen for an evening of transcendent choral music that will uplift your spirit and stir your soul. Book your journey through centuries of sound."
• •Album Description (for Coro Records): "Immerse yourself in [Album Name], the latest breathtaking recording from The Sixteen. Discover layers of exquisite harmony and timeless melodies, meticulously crafted to bring moments of profound beauty into your life. Listen now."
• •Email Newsletter Snippet (announcing a new season/tour): "A new season of discovery awaits. The Sixteen invites you to explore a tapestry of choral masterpieces, from Renaissance gems to inspiring contemporary works. Find peace and passion in every note. Explore the Choral Pilgrimage."
• •Instagram Caption (with a performance clip): "A moment of pure vocal artistry. ✨ We believe in the power of music to connect and inspire. What does this piece evoke for you? #TheSixteen #ChoralMusic #LivePerformance #SacredMusic"
• •Facebook Post (highlighting Genesis Sixteen): "Nurturing the voices of tomorrow. Our Genesis Sixteen program is dedicated to inspiring and developing the next generation of choral talent. Witness their passion and skill at our upcoming showcase. [Link]"