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Brand Tone Guidelines

1. Brand Voice Overview

One Foot Productions employs a vibrant, conversational voice that blends music industry expertise with an accessible, down-to-earth approach. The brand communicates with authentic enthusiasm, celebrating artists' unique journeys while maintaining a relaxed, insider tone that invites both music aficionados and casual listeners into the conversation.

2. Tone Characteristics

Conversational & Authentic

One Foot Productions maintains a natural, dialogue-driven tone that feels like sitting in on a casual conversation with musicians. The writing avoids industry jargon while still demonstrating expertise.

Example: "From the suburbs of Philly to the bright lights of the NYC music scene, multi-instrumentalist singer/songwriter Sonny Step rings the changes on classic sounds."

Enthusiastic & Passionate

The brand conveys genuine excitement about music and artists, using vibrant language and an energetic pace that mirrors the enthusiasm of the artists themselves.

Example: "Whether they're rocking a living room jam session or headlining their own festival, Americana alchemists The Brothers Comatose forge their own path with raucous West Coast takes on traditional bluegrass, country and rock 'n' roll music."

Knowledgeable but Accessible

Content demonstrates deep music industry knowledge without being pretentious. Technical terms are explained naturally when needed, making content accessible to all audiences.

Example: "The five-piece string band resembles a traditional acoustic outfit, but their fierce musicianship and rowdy live shows offer a brawnier, more contemporary sonic identity reminiscent of stadium rock concerts."

Playful & Irreverent

The brand isn't afraid to be quirky, humorous, or slightly irreverent, reflecting the creative and sometimes unconventional nature of the music community.

Example: "With their banjos and beards, The Ghost of Paul Revere may look as though they've climbed out of an old-timey tintype photograph, but the band's sound owes more to The Beatles than it does Bill Monroe."

Community-Oriented

The brand emphasizes connection, community, and shared experiences, highlighting how music brings people together.

Example: "While you are hanging out with friends & family this Memorial Day weekend you might as well recruit them to the festival. Being a small, personalized festival, our audience is just as important as the artists so bring us your best!"

3. Voice Do's and Don'ts

Do:

Ask insightful, specific questions that reveal unique aspects of an artist's story or process. Example: "Brothers in bands have a pretty checkered history. Where are you guys on the Oasis scale? Songwriting arguments? Fistfights?"

Use colorful, descriptive language to bring music and performances to life. Example: "This nine-headed groove monster of a band has shared stages with acts including Ricky Skaggs, Lettuce, Acoustic Junction, and Tea Leaf Green, and their propulsive, countrified rock/funk continues to set dance floors alight across Northern California."

Create visually evocative introductions that immediately establish an artist's identity. Example: "Brandishing classical cello chops and live looping mastery in equal measure, Gillet welds avant-garde jazz, French chansons, funk, alternative rock, and the bohemian flair of the Velvet Underground into her own unique alloy."

Incorporate unexpected metaphors and creative comparisons to explain musical concepts. Example: "In the words of the Boston Globe, 'The Maine-grown, foot-stompin' holler-folk quartet create the type of music for which festivals are made.'"

Use music history references to place artists in context and demonstrate expertise. Example: "Combining classic rock roots with string band sensibilities, Ghost infuses call-and-response melodies, sing-along hooks and densely layered harmonies with a fundamental sense of musical camaraderie."

Don't:

Use overly technical music terminology without explanation or context. Example: Instead of "His polytonal compositions feature chromatic mediants and secondary dominants," the brand would say: "Step's original compositions feature smooth and soulful harmonies and heavy grooves that stylistically interweave 90's R&B with dance beats straight out of the late 70's and early 80's."

Adopt a formal, academic tone that creates distance between the reader and the music. Example: Avoid "The artist exemplifies the post-modern deconstruction of traditional folk idioms," and instead use: "Taking the Cello on a joy ride! Helen Gillet is a both a singer-songwriter and surrealist-archeologist, equally focused on the worlds of synthesized sound and acoustic cello..."

Rely on music industry clichés or generic descriptions. Example: Avoid "Their music has broad appeal and something for everyone," and instead use specific, vivid descriptions like: "To audiences in their native Northern California and increasingly across the country, the T Sisters have become synonymous with the word 'harmony'."

Downplay the human stories behind the music. Example: Instead of focusing only on discography or technical achievements, the brand includes personal context: "Raised by the likes of Whitney Houston, Michael Jackson, John Coltrane, and Crosby, Stills, Nash and Young, Kate synthesizes those artists' sounds and stamps her own sultry imprint on the mix."

Take yourself too seriously or lose the sense of fun and discovery in music. Example: Rather than maintaining rigid formality, the brand embraces playful moments like: "Guitarist and vocalist Griffin Sherry tips his cap to Russian novelists, namechecks Captain Planet, and explains why horses put him to sleep onstage."

4. Language and Vocabulary

Complexity Level

One Foot Productions uses accessible language that feels conversational and natural, while still being eloquent and descriptive. Sentences vary in length and structure to maintain a dynamic flow that mirrors the rhythm of music itself.

Example: "Amalia Watty has one of those voices you just don't forget. An accomplished dancer and singer in her native Anguilla, in the Caribbean, Amalia traded her island paradise for an apprenticeship in the New York City subway, where she spent years running an a capella hustle on the L Train."

Music Terminology

Industry-specific terms are used naturally and explained through context rather than formal definitions. Technical aspects of music are described in ways that anyone can understand and appreciate.

Example: "Though Gillet had already begun to experiment with improvisational music prior to her arrival in New Orleans, she's since flourished into one of the most unique, talented, and beloved artists in the Crescent City."

Unique Vocabulary

The brand embraces colorful, evocative language that paints vivid pictures. Unexpected word choices and creative phrasing help content stand out.

Terms to use:

"Groove monster" (for energetic bands)

"Sonic identity" (for distinctive sound)

"Americana alchemists" (for genre-blending artists)

"Holler-folk" (for specific folk music style)

"Propulsive" (to describe driving rhythms)

Example: "If you like your country music served with a little something extra, you're going to love what The Last Bandoleros bring to the table. With their Tejano music pedigree, The Beatles-esque harmonies and serious rock'n'roll jones, the Bandoleros are clear frontrunners for the 'most sideways country band in the world' award."

5. Sentence Structure

Length and Variety

Mix short, punchy sentences with occasional longer, more descriptive ones. This creates rhythm in the writing and keeps readers engaged, much like the dynamics in a well-crafted song.

Example: "Sonny Step has established himself as a potent, multi-instrumentalist force in an eclectic array of musical genres. Whether performing on the Late Show with Vic Mensa, singing with Rihanna at a music award ceremony, performing as a founder and band leader with Hudson Horns, or joining Solange at a plush performance at the Guggenheim, Sonny can seamlessly blend into an ensemble or stand out in a solo act."

Question-and-Answer Format

Frequently use a Q&A format to maintain the conversational feel and spotlight artists' authentic voices. Questions should be direct and specific, setting up interesting responses.

Example: "Your bio refers to you as 'both a singer/songwriter and an archaeologist': what does that mean in the context of describing your music?"

Active Voice and Present Tense

Use active voice and present tense to create immediacy and energy in descriptions of performances and music.

Example: "Now she's bringing her Sade-meets-Al Green flavor to stages from Rockwood Music Hall to American Idol, hooking listeners with her distinctive style and open, honest lyrics."

6. Addressing the Audience

Direct and Inclusive

Address readers directly using "you" to create an inclusive, inviting atmosphere. Make them feel like they're part of the music community being described.

Example: "If you like your country music served with a little something extra, you're going to love what The Last Bandoleros bring to the table."

Insider Perspective

Position the audience as insiders getting a special glimpse into artists' lives and creative processes. Create a sense that the reader is being let in on something special.

Example: "Wanna little more time in the mountains with us? Wanna watch the setup in action? Wanna avoid Fri Bay Area traffic? Like last year, we will be offering our 'Backstage Pass'!"

Community Building

Use "we" and "us" language when discussing events and experiences to foster a sense of community and shared participation.

Example: "We are officially 4 weeks away from this year's Bear Music Fest. It's time for some updates and announcements..."

Conversational Asides

Include occasional editorial asides or comments that add personality and create a sense of an ongoing dialogue with readers.

Example: "[Editor: um, no, but you can do that if you want to...]"

7. Additional Examples

Artist Introductions

"Whether performing on the Late Show with Vic Mensa, singing with Rihanna at a music award ceremony, or joining Solange at a plush performance at the Guggenheim, Sonny filters his vintage jazz background through a thoroughly contemporary musical outlook every time he takes the stage."

Festival Announcements

"We've got five more artists to introduce you to this week! [...] Get your party on! Puckett Family Project has always been known in the San Francisco Bay Area for their fun, festive live shows, packing dance floors while still rewarding the attentive listener."

Descriptive Music Analysis

"Step's original compositions feature smooth and soulful harmonies and heavy grooves that stylistically interweave 90's R&B with dance beats straight out of the late 70's and early 80's."

Creating Anticipation

"As you enjoy this Memorial Day weekend you can also enjoy the anticipation of hanging out this fall in the beautiful Sierra mountains with the amazing folks below."

Establishing Credibility Through Specificity

"She's worked with artists including Arcade Fire, Kid Koala, Cassandra Wilson, Dr. John, and Marianne Faithfull and not surprisingly, is a regular at New Orlean's acclaimed Jazz Fest."

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