Brand Story & Positioning
Label identity
Define the label as a distinct cultural home across genres.
Use a core line such as “A regional home for boundary-pushing artists and their fans.”
Repeat this identity on site, socials and press materials.
Avoid sounding like a generic distributor with no personality.
Artist-forward promise
Clarify that the label’s role is to spotlight artists, not overshadow them.
Emphasise “we amplify their voice” as a recurring concept.
Show how the label connects artists to each other and to fans.
Avoid copy that makes the label the main star.
Regional focus
Anchor identity in the region’s scenes and audiences.
Reference local venues, festivals, cities and subcultures.
Use examples of how the label supports regional music ecosystems.
Avoid suggesting the label is totally detached from local realities.
Pillar-led narrative
Keep all content tied to these three pillars.
Roster: Artists, their stories and relationships within the label.
Releases: Tracks, albums, videos, and drops.
Culture: Scenes, influences, behind-the-scenes, label moments.
Audience clarity
Describe the fans the label speaks to.
Fans who follow multiple artists and care about discovery.
Regional listeners interested in local scenes and cross-genre collisions.
Avoid writing only for super-fans or industry insiders.
Recognition and credibility
Set standards for how the label shows its track record.
Highlight key milestones (breakout releases, long-term careers).
Show continuity rather than only hype around current drops.
Avoid overclaiming influence or status.
Pillar Standards
Roster visibility
Ensure every signed artist appears regularly in label content.
Maintain a simple rotation so no artist is invisible for months.
Mix solo artist highlights with multi‑artist roster posts.
Avoid disproportionate focus on one or two names unless part of a defined campaign.
Release storytelling
Standardise how you introduce and sustain releases.
Always explain what a release is (single, EP, album), who it’s for and why it matters.
Use a repeatable flow: Announcement → teaser → release day → reaction or behind‑the‑track.
Avoid posting streaming links without story or context.
Culture narration
Show how the label fits into and shapes the regional scene.
Share behind‑the‑scenes studio, rehearsal and live moments across the roster.
Highlight label nights, shared events and scene connections.
Avoid culture posts that feel generic or unrelated to the label’s artists.
Cross‑roster storytelling
Make the label’s “family” visible.
Use content that features multiple artists in the same frame, playlist or session.
Tell stories about collaborations, shared influences and label traditions.
Avoid treating each artist as a separate universe with no label linkage.
Platform role clarity
Define how label channels differ from artist channels.
Label channels spotlight the roster, label-level campaigns, and scene culture.
Artist channels focus on personal voice, daily life and deeper fan intimacy.
Avoid duplicating artist posts verbatim on label feeds without added label context.
Language and claims standards
Keep copy honest, clear and aligned with the label’s voice.
Avoid over‑claiming impact (“changed the game”) unless backed by clear evidence.
Use consistent terms for releases, genres and initiatives.
Keep hype language within an agreed range so posts still feel credible.
Fan & Market Standards
Discovery and navigation
Help fans easily understand and explore the roster.
Provide “start here” posts or highlights that introduce the roster and key sounds.
Use simple guides like playlists or mood‑based groupings to cross‑pollinate audiences.
Avoid leaving new followers unclear about who is on the label or where to begin.
Engagement across artists
Encourage fans to move between artists, not silo them.
Design label posts that invite listeners to try another artist if they like one.
Build playlists, live sessions or content series featuring multiple acts.
Avoid campaigns that only benefit single artists without any roster linkage.
Regional scene positioning
Clarify the label’s role in the wider entertainment landscape.
Show connections to venues, festivals, media and other cultural nodes.
Communicate support for emerging acts and long‑term careers.
Avoid claiming “ownership” of a scene; emphasise participation and contribution.
Collaborations and partnerships
Set standards for how you present external partnerships.
Explain why a brand, festival or platform collab matters to fans and artists.
Keep the artist‑forward, culture‑driven framing even in sponsored content.
Avoid partnerships that clash with the label’s identity or fan expectations.
Consistency across regions and offices
Ensure regional teams still feel like one label.
Share and reuse core label narratives and visual patterns.
Align regional campaigns with the label’s overarching story.
Avoid region‑specific content that contradicts the main positioning.
Feedback and fan input
Use fan response to refine the label’s standards.
Monitor comments and messages for how fans describe the label.
Note demand for more roster‑wide content vs artist‑specific content.
Adjust emphasis on roster, releases and culture based on what strengthens recognition.
Voice & Tone
Distinctive and confident
Sound like one clear label, not a patchwork of voices.
Use a consistent sentence rhythm and vocabulary across posts.
Be confident without being arrogant.
Avoid generic “music is our passion” platitudes.
Artist-forward and supportive
Centre artists while keeping the label present.
Frame copy around artists’ work and stories, with subtle label presence.
Emphasise collaboration, support and creative freedom.
Avoid speaking for artists in ways that feel inauthentic.
Warm and conversational
Keep tone reachable for fans.
Use direct address (“you”, “we”) and spoken-feeling language.
Mix short statements with occasional longer captions for stories.
Avoid corporate terms and overly formal phrasing.
Genre-agnostic, culture-aware
Respect all genres while acknowledging scenes.
Avoid favouring one genre in the label’s master voice.
Use language that works whether the post is about rap, indie or electronic.
Reference scenes and influences without locking into stereotypes.
Regional and time-sensitive
Reflect the pulse of the regional music calendar.
Mention local events, releases and moments as they happen.
Use time signals (“this weekend”, “tonight”, “this season”) clearly.
Avoid outdated references lingering in content.
Non-chaotic, non-bland
Balance personality with coherence.
Individual artist voices shine in their own channels; label channels stay cohesive.
Avoid wild tone shifts from post to post.
Still keep room for playfulness and spontaneity within a common frame.
Visual Style
Label visual system
Create a recognisable visual layer that sits behind artist content.
Use a consistent colour palette, type choices and basic layout scaffolding.
Apply subtle label marks (logo, corner tag) on key graphics.
Keep artist imagery central, with the label system around it.
Roster visuals
Show artists as part of a shared family.
Group shots, event photos and label sessions that include multiple artists.
Individual portraits shot or treated with a coherent visual approach.
Visual cues (frames, overlays) that make roster posts recognisably “label”.
Release visuals
Standardise how drops and rollouts look.
Templates for single, EP and album announcements (cover, title, artist, date).
Visual sequences for pre-release, release day, and post-release highlights.
Consistent placement of streaming and platform icons and links.
Culture visuals
Capture behind-the-scenes and scene moments.
Photos and clips from studios, rehearsals, listening sessions and shows.
Visual storytelling around label traditions or rituals.
Local city or scene imagery aligned with the label’s identity.
Platform-specific adaptations
Keep visual DNA intact across different platforms.
Adjust aspect ratios and compositions, not core style elements.
Ensure label presence is noticeable on short-form video covers and thumbnails.
Avoid launching completely new visual styles per platform.
Archival and legacy visuals
Build a sense of label history.
Occasional throwback posts with older imagery treated in current visual style.
Collages or grids showing label growth (past releases, older rosters).
Visual series that connect past and present artists.
Format & Structural Style
British English spelling and grammar
Use British English across label copy while respecting artist-specific style.
Standard label copy uses British spellings (“favourite”, “organise”, “programme”, “colour”) on captions, press and campaign materials.
Grammar remains clear and conversational: Correct tense, simple sentence structures, and tidy punctuation—even in hype-led posts.
For artist quotes or lyrics, preserve original style, but keep surrounding label framing text in British English to maintain consistency.
Roster content formats
Standard patterns for introducing and highlighting artists.
“Meet [Artist]” posts: Origin, sound, recent work, label link.
“Roster moments” posts featuring several artists at one event or campaign.
Short video features with repeated structures (intro → clip → label outro).
Release content formats
Predictable flows for releases.
Announcement → snippet or teaser → release day → fan reaction posts.
Tracklist posts for bigger projects with a consistent structure.
Behind-the-track formats explaining story or production.
Fan-facing information formats
Help fans navigate roster and releases easily.
Label “starter packs” grouping key tracks by mood or genre.
“New to [Label]? Start here” posts.
Clear highlight sections for roster, releases and culture.
Collaboration and feature formats
Show inter-artist connections clearly.
Posts outlining who’s featured on what and why.
Content about label-curated collab projects.
Multi-artist playlist or live sessions presented consistently.
Announcement and update formats
Standardise non-release news.
Label statements about signings, partnerships and events.
Simple, recognisable graphics for important announcements.
Clear structure: what, who, when, why it matters.
Planning & Calendar
Pillar-based calendar
Plan content around roster, releases and culture.
Ensure each week includes all three pillars.
Dial pillars up or down based on release cycles while keeping balance.
Use calendar to avoid long periods with no roster or culture emphasis.
Release cycle mapping
Align content with different stages of a release.
Map pre-release windows, peak release days and follow-on phases.
Plan label posts that complement, not duplicate, artist posts.
Ensure cross-roster promotion where relevant (playlists, label nights).
Regional scene rhythm
Tie content to the regional music calendar.
Plan around festivals, big local events, release seasons.
Rotate spotlight across cities or scenes in the region.
Ensure the label feels present during scene-defining moments.
Roster rotation planning
Balance attention across artists.
Map when each artist gets label spotlight.
Avoid concentrating label content on just one or two names.
Create cross-artist content to show the roster as a whole.
Campaign themes
Run multi-week label campaigns.
Themes like “Label nights”, “Genre mashups”, “Story behind the roster”.
Use themes to connect multiple artists and releases.
Close campaigns with recap content highlighting label identity.
Review cycles
Regularly check content mix and coherence.
Monthly review of pillar balance and artist representation.
Quarterly review of label voice and visual consistency.
Adjust structure based on fan engagement and roster changes.
Production & Workflow
Shared label brief templates
Standardise how label content is scoped.
Briefs specify pillar, artists involved, release link and desired fan action.
Note tone (excited, reflective, informative) and platform.
Include any cross-artist or cross-scene angles.
Coordination with artist teams
Align label content with artist activity.
Simple shared calendars or update check-ins with artist managers.
Clarify who posts what, where, and when to avoid overlaps.
Keep open channels for approving label-led roster and culture content.
Review and approval flow
Ensure brand consistency and artist comfort.
Label editorial checks for voice, visual and structural alignment.
Artist or manager review where posts foreground them personally.
Final sign-off on high-visibility campaigns by label leadership.
Asset library management
Organise imagery and video for label use.
Tag assets by artist, release, event and pillar.
Maintain reusable graphics and templates for announcements and features.
Store raw and edited versions clearly.
Publishing process
Coordinate posting across label channels.
Use scheduling tools aligned with release timelines and scene events.
Define who hits publish per platform.
Monitor early fan reactions to respond and adapt.
Feedback and learning loop
Feed performance and fan sentiment back into workflow.
Track which label posts drive cross-artist engagement.
Notice fan language describing the label identity.
Refine content styles and structures based on what resonates.
Measurement & Optimisation
Label recognition indicators
Assess whether fans see a distinct label personality.
Note fan comments mentioning the label itself, not just artists.
Track follows and engagement on label channels vs artist-only.
Survey or ask fans how they’d describe the label in a few words.
Pillar performance tracking
Measure how roster, releases and culture content perform.
Tag posts by pillar and compare engagement, saves, and shares.
See which combinations (e.g., roster + culture) drive deeper engagement.
Adjust emphasis in calendar based on findings.
Cross-roster engagement metrics
Watch for fans crossing over between artists via label content.
Monitor playlist and multi-artist post-performance.
Track how often fans engage with artists they discovered through label content.
Use insights to design more cross-roster features.
Release support effectiveness
See how label posts impact releases.
Compare release performance with and without label campaign support.
Track pre-save, stream and view behaviours around label posts.
Refine release formats and timing accordingly.
Scene and regional impact
Gauge the label’s perceived role in the regional scene.
Note mentions in press, fan conversations and partner channels.
Track engagement on posts that focus on scene, not just artists.
Use findings to strengthen culture pillar content.
Guideline evolution
Keep the music label guideline current.
Update examples and structures as roster and genres evolve.
Add new patterns for emerging formats (e.g., new platforms or live content types).
Remove approaches that no longer serve recognition or engagement goals.
