Brand Tone

Enthusiastic and Supportive, Professional yet Approachable, Trendy and Current, Inclusive, Culturally Aware

Brand Values

• •Authenticity
• •Boldness
• •Creativity
• •Connection
• •Drive
• •Insight
• •Innovation and Entrepreneurship
• •Artist Development

Best Practices

• •Stay Artist-Centric but Fan-Focused: While the primary goal is to promote artists, the language should always resonate with and engage the fans. Highlight how new music or events will benefit or excite the audience.
• •Adapt to the Platform, Maintain Core Values: While the tone on TikTok will be more informal and playful than a press release, the underlying values of creativity, connection, and support for artistry should remain evident.
• •Embrace Enthusiasm and Positivity: Copy should generally be upbeat, celebratory, and passionate about music and the artists. Use emojis and exclamation points appropriately to convey excitement, especially on social media.
• •Champion Diversity (Local and Global): Ensure copy reflects UMM's commitment to both its international roster and the development of Malaysian artists. Use inclusive language and highlight local relevance where applicable.
• •Keep it Current and Culturally Relevant: Stay updated on music trends, social media vernacular (where appropriate for the platform), and cultural happenings in Malaysia to ensure copy feels fresh and relatable. For instance, referencing local events or using common Malaysian slang (judiciously) can enhance connection.

Social Perception

Industry Leader, Supporter of Local Talent, Diverse Music Catalog, Collaborative and Innovative, Engaged with Youth Culture, Commercial Entity

Copy Examples

• •Instagram Post (New Artist Signing): "Welcome to the family, [Artist Name]! 🇲🇾 Get ready Malaysia, new sounds are dropping SOON! We’re beyond excited to help share their incredible talent with the world. Big things are coming! 🔥 #UniversalMusicMY #NewMusic #MalaysianMusic #ArtistToWatch"
• •TikTok Video Caption (Trending Challenge using UMM song): "You asked, [Artist Name] delivered! 😉 Hopping on the #YourSongChallenge with their latest hit. Can you match these moves? Duet this & show us what you got! 🎶 #UMMTikTok #SupportLocal #DanceChallenge #fypmalaysia"
• •Facebook Announcement (New Album Release): "IT'S HERE! 🌟 The brand new album '[Album Name]' by the amazing [Artist Name] is officially out now on all platforms! Stream it, share it, and let the music speak. We're so proud of this incredible body of work. Link in bio to listen! #UniversalMusicMalaysia #NewAlbum #OutOfNOW #MusicLover"
• •Twitter Update (Artist Achievement): "HUGE congrats to @[ArtistTwitterHandle] for hitting 1 million streams on '[Song Name]'! 🎉 Your support made this happen! We love seeing our artists shine. Keep streaming and sharing the love! #UMMMusic #MalaysianTalent #Milestone"
• •Website Banner (Merch Store): "Rep Your Faves! 🎤 Shop exclusive merch from Universal Music Malaysia artists. From the latest drops to timeless classics. Wear your music. #UMMMerch #OfficialMerchandise #MusicFashion"