Brand Tone

Passionate & Authentic, Community-Focused, Knowledgeable & Curated, Down-to-Earth & Humble, Slightly Edgy/Alternative

Brand Values

• •Love of Physical Media
• •Support for Independent Music & Artists
• •Community Building
• •Music Discovery
• •Authenticity

Best Practices

• •Speak the Language of Music Fans: Use terminology and references that resonate with people who are passionate about music, especially physical media and specific genres like punk. Keep it authentic and avoid overly corporate jargon.
• •Emphasize Community and Connection: Highlight events, local artist support, and the shared experience of music discovery. Use inclusive language ("your," "we," "us").
• •Stay True to "Under The Radar": Continuously reinforce the idea of discovering unique, less-mainstream music. This is a key differentiator.
• •Keep it Real and Unpretentious: Maintain a down-to-earth, approachable, and slightly edgy tone. Avoid hype that feels inauthentic to the punk/indie ethos. Be humble but confident in your curated selection.
• •Be Visually Consistent (Especially on Social Media): Ensure that the imagery used alongside copy matches the brand's authentic, sometimes gritty, and passionate vibe. Photos of records, the store, and real people resonate more than slick, overly polished graphics. The copy should complement this visual authenticity.

Social Perception

Specialist Store with Broader Appeal, Knowledgeable and Passionate Staff/Owners, Good for Crate Digging, Community Asset, Fair Prices, Welcoming to its Niche

Copy Examples

• •Just landed: Fresh batch of searing punk vinyl that’ll rattle your speakers and your soul. From OG classics to new noise. Dig into the rebellion. Open daily at 10 AM. #UnderTheRadarRecords #PunkVinyl #LawndaleMusic #NewArrivals #SupportIndieMusic
• •Get intimate with [Local Artist Name] this Saturday! Stripped-down acoustic set right here at UTR. Good vibes, great tunes, and your favorite local record haunt. Free entry. Music starts at 7 PM. Come support local talent! #LiveMusicLA #LawndaleEvents #UnderTheRadarLive #AcousticNight #CommunityHub
• •Beyond the mainstream. Your sanctuary for vinyl, tapes, CDs, and unique music finds in the South Bay. From punk to soul, discover something new at Under The Radar Records. #CrateDiggersParadise #LawndaleCA #VinylCommunity
• •Fresh stacks of used gems just hit the bins! Rock, jazz, hip-hop, and of course, plenty of punk & metal. Give these records a new spin. Your next favorite album is waiting at UTR Lawndale. #UsedVinyl #RecordStoreFinds #UnderTheRadarLA #SustainableSounds
• •Tired of the same old tunes? Go Under The Radar. We curate the records you won't find everywhere else. Real music for real fans. Visit us in Lawndale. #DiscoverMusic #IndieRecordStore #UTRrecs