Tone of Voice Analysis - Music Streaming Services - J-P Storrow

Tone of Voice Analysis - Music Streaming Services

J-P Storrow uk.linkedin.com/in/jpstorrow

https://www.linkedin.com/in/j-p-storrow-31b9532a

Agenda

Illustrate the importance of tone of voice and consistent use of copy for brands.

Compare and summarise competitor TOV.

Identify opportunities for brand positioning.

Kick off TOV discussion.

And the award goes to…you! 🏆A special holiday gift awaits you 🎁💃 Dancing like no one is watching…Winter playlists to warm the soul 🔥2,000,000 playlists await you on 8tracksHelp! Let's find ♫♫ for you☄ Unlock the magic of 8tracks ☄Find a playlist you'll ♥♥!➾ A co-pilot and trusty sidekick for your next adventureHow to make a Kleenex Dance…☀ A vacation with 8tracks ☀The Six Letter Word Some of Us DreadKevin Bacon of musicIs it just us?☞☞ How to dance in emails ☜☜★ 8tracks birthday ★

You have a secret admirer (named redcarpet )Oh my!♪ Digging in the crates ♫♪♫•*¨*•.¸¸❤¸¸.•*¨*•♫♪…Your medicine from 8tracks"♫ It's that time! ♩♩"♫ "You are appreciated" ♪♪☀ Pie is everything ☀OMG!Howdy!You can do it!You deserve a break!☁☁ Can you sense it? ☀☀A real-life person listened to your playlist and loved it.3 playlists handpicked for you♫ Say Hello to the New 8tracks App! ♫

8tracks Email Subject Lines

01/07/2016Music Streaming Competitor Analysis - TOV (Tone of Voice)

Author: J-P Storrow uk.linkedin.com/in/jpstorrow3

8tracks Email Body Copy



8tracks Email Body Copy



8tracks First Time Use Copy

“refreshingly human”“for people who care”

“music soulmates”01/07/2016

Music Streaming Competitor Analysis - TOV (Tone of Voice) Author: J-P Storrow uk.linkedin.com/in/jpstorrow

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“…lovingly handcrafted by people like you who know and love music.”

“What kind of music do you want to hear?”

“We'll hide the ads and love you forever.”

“A big hug from us whenever we see you.”

“…and you won't get charged a dime. Sound fair?”

“What's up with that?”

“We'll be all over it!”

“How do I change my username? I’m going into witness protection.”

“I’m a musician. How do I promote my music to the lovely people of 8tracks?”

“These playlists are awesome. How do I make one?”

“How do I make my playlist great/transcendent? “

“What in the heck are certifications? And what makes a playlist a gem?”

8tracks Web Copy



8tracks CRM Notifications

8tracks Social Copy



8tracks App Store Updates Copy



8tracks TOV Summary



8tracks tone of voice is:• Personable• Friendly• Complimentary• Humorous• Human• Effervescent

8tracks tone and enthusiasm is consistent and characterful. A brand making and maintaining strong connections with its customers.

They have purpose - “8tracks = playlists + people. The best place for people who care about music to create and discover playlists.”

What did you miss in 2015?Countdown to midnight: Get 3 months for £0.99Countdown to midnight: give 3 months of free Premium to your familyDon’t wait: your offer expires in 2 days!The Beatles, finally on Spotify.20 million people have done this one thingTeam Spotify's Albums of 2015Hurry, the holidays are here! Give free Premium to your family.Sound like a DJ at your next party.Just £0.99 gets you 3 months of Spotify Premium3 reasons to give your family free PremiumHey, don’t miss your amazing offerWant to get your Year in Music?Best gift ever: 3 months free Premium for your familyHeadphone offer will expire tonightNew Music On Spotify

Meet your favourite new artistsThank youSpotify loves ChromecastYour music. Turned back in time.You’re our new playlist cover starSpotify is now available on PlayStation™MusicShazam your best music moments. We’ll put them in playlist.At home with PremiumBring the family together. Get 50% off Spotify Premium.Introducing Spotify ConnectEvery song has a story. What’s yours?Can we talk?

Spotify Email Subject Lines



Spotify Email Body Copy












Spotify Email Body Copy (Welcome journey)



Spotify Web Copy



Spotify First Time Use Copy

Welcome - Sign up for free on your phone, tablet and computer.Browse - Explore top tracks, new releases and the right playlist for every moment.Search - Looking for that special album or artist? Just search and hit play!Running - Music that perfectly matches your tempo.Your Library - Save any song, album or artist to your own music collection.



Spotify Premium Upsell Copy (Mobile)



Play any song – Pick and play, on every device.Music without limits – Premium lets you play any song, anytime. No ads. No restrictions.Listen offline – Take your tunes anywhere.No ads – Just uninterrupted music.Better sound quality – Listen in high definition.

Spotify In-App Copy

Welcome to the World’s Biggest Party – Bring in the New Year with party-ready playlists from the world’s hottest artists. – Let’s PartyGive Spotify to your family – The first 3 months are free for them. Offer ends New Years – Give SpotifyGet some Beatles fever – Music’s greatest catalogue just dropped. – Play it nowGo deeper into lyrics – Discover the stories behind your favourite songs. – Check it outThe next 30 minutes are ads free – After a brief message from our sponsor – No thanks I’ll keep the adsSound like a DJ at your next party – Just pick a playlist and set the mood. We’ll mix all your tracks together perfectly, so the music keeps flowing. – Let’s party



Spotify TOV Summary



Spotify tone of voice is:• Traditional• Active• Rhetorical• Matter of fact• Assured• Sometimes personal

Spotify’s tone is consistent and measured. It can be very matter of fact because rich content and promotions back up the current TOV.

“Spotify is all the music you’ll ever need.”

Stay motivated in 20163...2...1...Perfect for todayLast minute giftsThrowback ThursdayYou've Got My What??Introducing Pandora on Apple TVSeason Two of Serial is herePicks of the Month: DecemberArtists to Watch in 2016Spice Up Your Dinner PartyThe most thumbed-up songs of 201512 episodes. 1 storyIt's official. They're here.You get first dibsTrick-or-Treat!Heading out?A gift for your mom

More and more and more...Want another ad-free day?Today only: Zero AdsYou work hardHow was Pandora built?10 years. 380 Songs.Welcome to Pandora One6 songs you loveUmmm...huh?Endless Summer, Endless MusicNow introducing...16 songs so far...Summer Grooves, Summer MovesUpgrade and Save#TBTMake your commute WAY betterKick back with ad-free musicWhat was that last jam?

Pandora Email Subject Lines



Pandora Email Body Copy









Pandora Welcome Email Body CopyDear fellow music lover,

We are delighted that you have joined Pandora. Welcome!Pandora was founded by musicians and music-lovers and it has been a labor of love for us for more than tenyears. A decade into this journey it continues to thrill us each time someone new chooses to make Pandora partof their day.

As you explore and discover the vast trove of music and comedy on Pandora, we encourage you to let us know ifyou have any suggestions, comments, or complaints – we want to hear them all. Are we missing one of yourfavorite artists? Tell us. Know that we are single-mindedly dedicated to providing you with the best personalizedradio listening experience in the world. The feedback we get from our listeners has an enormous impact on howwe develop and improve Pandora, so please don't be shy.

We also look forward to staying in touch by occasionally sending you emails (don't worry, just a few) about newmusic available on your stations or new releases from your favorite artists, as well as tips on how to get the mostout of your personalized radio stations. We read every email sent to us.

Thanks again for listening and for your support. We hope you enjoy your personalized Pandora radio!

All my best,

Tim Westergren

Tim (Founder) and the Listener Advocate team



Pandora Welcome Email Body Copy

Dear fellow music lover,

We are delighted that you have subscribed to Pandora One. Welcome!

Pandora has been a labor of love for us for well over a decade. And still after all these years it continues to thrill us each time someone chooses to subscribe.

We're constantly working to make Pandora One the best possible experience, and we're eager for your feedback. If you have any suggestions, comments, or complaints - we want to hear them all. Are we missing one of your favorite artists? Tell us. Know that we are single-mindedly dedicated to providing you with the best personalized radio in the world. Your feedback will be heard, so please don't be shy.

Thanks again for your support. We look forward to a long and fulfilling musical conversation with you...



Pandora First Time Use Copy

1 Week Ad-Free Trial - Try Pandora One. No ads, more skips and fewer timeouts. First week free, then only £3.99 per month - Start Trial Now

Want Ad-Free Music? - Try Pandora One. No ads, more skips and fewer timeouts. Only $4.99 per month - Upgrade Now

Why Ads? - Ads help support free music streaming. Upgrade to Pandora One to listen ad-free now - Upgrade Now

Glad You Like It! - Because you gave this track a Thumbs-Up, we'll play you more tracks like it on this station - OK

The Power of Thumbs - Thumbs help us deliver only music you want to hear. Use thumbs to tell what you like and don't like - OK

Fine-Tune Your Station - Tap this icon to view your thumb history add variety and more - OK

Great Job, Keep Thumbing - Love this station? Share it with your family and friends! - Share Station

Love Your Music! - Keep thumbing to fine-tune this station to your unique tastes. - Thumb History



Pandora Web Copy

At Pandora, our mission is to play music you'll love... because the next song matters. #TheNextSong

“seamlessly listen”“great music”

“anytime, anywhere”01/07/2016

Music Streaming Competitor Analysis - TOV (Tone of Voice) Author: J-P Storrow uk.linkedin.com/in/jpstorrow

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Pandora CRM Notifications

Introducing Thumbprint Radio - Listen to all your favourites, from all of your stations, all in one place.Ad-free listening is waiting for you - Pandora One: Ad-free anytime, anywhereYour Dinner Party Soundtrack - We know you're busy enough today. Let our Dinner Party Radio Station setthe mood for a wonderful meal spent with family and friends.3...2...1... - Your NYE party isn't complete without the year's biggest hits on 2015 Top Hard Rock and MetalRadio.Merry Christmas! - As you gather with loved ones, let Christmas Radio fill your home with cheer.#ThrowbackThursday - Remember who you spent Christmas with in the 90s? Our #TBT station is sure to helpremind you.



Pandora TOV Summary



Pandora tone of voice is:• Passionate• Sincere• Friendly• Expert• Focussed• Singular

Pandora maintain tone in line with their mission. As experts deeply invested in making the best possible recommendations their tone and enthusiasm is consistent across all of their touchpoints.

They have purpose - “At Pandora, our mission is to play music you'll love... because the next song matters. #TheNextSong”

Welcome to TIDALGet the best sound with TIDAL

Greetings from the editorImport your favorite playlists to TIDAL

Bring Your Music EverywhereWhat's going on in TIDAL?Thank you for using TIDAL

The Beatles On TIDALDavid Bowie: From Davie Jones to Blackstar

Create a playlist in a heartbeatRemembering David Bowie

Get behind the music

Tidal Email Subject Lines



Tidal Email Body Copy (Welcome journey)



Tidal Email Body Copy (Welcome journey)



Tidal Pre-Login Copy (Mobile)



High Fidelity Sound Quality – Sit back and enjoy our lossless audio experience. Unlimited access to over 40 million tracks.

High Definition Music Videos – Watch more than 90,000 music videos.

Curated Editorial – Tailor-made recommendations, album presentations and playlists by experienced music journalists.

The Stories Behind The Music – Read our integrated music articles, features and interviews.

Offline Mode – Bring your music with you anywhere using our offline mode for up to three devices.

Tidal First Time Use Copy (Mobile)

What’s New – Album presentations, playlists, music articles and interviews from our experienced music journalists.

My Music – All your music in one place. Swipe through playlists, artists, albums and tracks.

HD Videos – Watch music videos from your favorite artists. No ads. No fuzzy images. Just crystal clear pictures.

Add Music- Build your personal music collection simply by using the star on the playlists, albums, artists and tracks.

Offline – Add playlists and albums to offline and bring your music with you anywhere.

Options – Can’t find the button you are looking for? Tap the three dots to view more options.

You’re Ready – Tap the screen to start listening.



Tidal First Time Use Copy (PC)



Tidal Web Copy



Tidal TOV Summary



Tidal tone of voice is:• Technical• Complex• Straight• Assuming• Focussed

Tidal is focussed on offering exclusive experiences and discoveries with the added benefit of lossless quality sound. Consequently their TOV embraces technical, sometimes complex, language to sell a niche experience to a wider audience.

“TIDAL is a global music and entertainment platform that brings artists and fans together through unique music and content experiences.”

Deezer Email Subject Lines



Welcome to Deezer [username]All the tracks you love in one place!

Hello [username], want to take a break and listen to music?Try Flow: songs selected just for you

Looking for good playlists?[username], want more music?

[username], we've got some fresh new sounds from one of your favourite artists!Listen to Barclays Premier League matches live on Deezer

Deezer has a fresh new look!Want your music, instantly?Have You Heard the News?

On 1 January, it'll be too late... 99p for 3 months of unlimited music!Special offer: Unlimited music for only 99p!

3 months of music for 99p only. Sure you don’t want in?Get 15 days free when you download the Deezer app

3 months of music for only 99p! Now that's a good New Year's resolution.

The Beatles - Now On Deezer!Your Christmas music = sorted.wellDecent, here's your new music update!The 50 best tracks of 2015 | Fleur East | KygoHappy hump day wellDecent!Brand New: Olly Murs, David Bowie, WafiaLittle Mix take over! Plus Ellie Goulding, Coldplay Fleur East and more

What's our album of the week? It's a mystery...Our favourite alternative albums of the year!Handpicked for you: John Grant, !!!, Editors + more

News From Hell: Puscifer, Deezer by Parkway Drive, Skindred, Opeth reissues!News From Hell: The Temperance Movement, Ignite, Witchcraft and more Heavy-rock releases coming this week.

Deezer Email Body Copy (Welcome journey)



Deezer Email Body Copy









Deezer First Time Use Copy (Mobile)

Deezer - Sounds Like You – Log in / Sign up

Hello – We’re glad you came, we’d love to get to know you even better! Let us know what music you love and we’ll take care of the rest.

What’s your style? – Select one of several genres that you love. We’ll remember them for future recommendations.

Select your favourite artists – We’ll recommend music that suits your tastes.

Don’t move, our recommendations are almost ready – Just a couple more seconds…

You’re currently listening to Deezer’s free version – Got it



Deezer Premium Upsell Copy



Premium+ - The music you want, anywhere, anytime.

- Listen to all the tracks you want

- No ads, no interruptions

- Download your music to listen even when there’s no connection

- Enjoy high quality sound

Deezer Web Copy



FIND YOUR FLOW.PRESS PLAY.

Simply the music you love. Wherever you go.Deezer lets you listen to your music wherever and whenever you want. Explore over 40 million tracks on your computer, tablet, or mobile. Keep all your music in one place, and take your entire library with you everywhere.

Discover our offers

Your own soundtrack.Amplify your life with the right tracks, right now. Create playlists for every occasion, import your favourite MP3s, and follow the artists you love. Hear every detail with your music streamed in high quality audio.

Add rhythm to your day.With Beyonce as your personal trainer, Pharrell Williams as your commuting buddy, and Mozart accompanying your evening stroll, your favourite artists are always there no matter what you're up to.

Sync your albums and playlists to listen anywhere, even offline.

Your music everywhere

Deezer Web Copy



Your Flow is your music: 100% customised.You’ll be sure to get all the music you love when your Flow is in charge. It knows your library and selects the songs you want to hear. Tell your Flow what you do and don’t like and it will react accordingly, as if by magic!

Your next favourite is waiting.The more you listen, the more Flow learns your tastes, the better the recommendations. Tell us when you love or hate a track, and add new favourites to your library.

Hand-picked, just for you.The Deezer Editors curate the hottest tracks.Our smart technology matches these to your tastes.It's recommendations at their best.

The lyrics to your favourite songs.The days of pretending you know the words are over!Display the lyrics to all your favourites and awaken the rock star within!

A love for music.We're music lovers at heart, on a mission to help you discover artists that rock your world. From Deezer Sessions to partnering with festivals and gigs, we work to help artists find you,

their audience.

Deezer CRM Notifications



Deezer TOV Summary



Deezer tone of voice is:• Flat• Muddled• Inconsistent• Overly enthusiastic• Improving

Deezer’s tone has previously felt unfocussed. However, with the start of their recent TV campaign the brand has been tightened up in terms of tone, visuals and messaging.

Deezer have a new strapline and product focus - “Deezer – Sounds Like You.”

Welcome to Apple MusicYou’re invited to Apple Music

Join music fans around the worldEXCLUSIVE VIDEO: Taylor Swift's 1989 World Tour

Important changes coming to radio on Apple Music on January 28

Apple Music Email Subject Lines



Apple Music Email Body Copy



We want to share a new way to listen to, discover and connect with music. Try a free three month trial membership and explore Apple Music for yourself.

Music – Listen to the entire Apple Music catalog, your own library, and personalized recommendations for great albums and playlists based on what you listen to and love.

Radio – Tune in to Beats 1, the 34/7 broadcast of the best music and talent from around the world, hosted by Zane Lowe. Plus, browse curated stations and create your own based on your favourite songs and artists.

Connect – Artists share shots from backstage, demo tracks, a rough cut of a new video, really anything an artist wants to share is possible on Connect.

Start Your 3-Month Free Trial




All the ways you love music. All in one place.

Start your 3-Month Free Trial

For You – Tell us what you love and, our team of music experts will suggest playlists and albums that you’ll love. The more you listen, the better the recommendations become.

New – Apple Music experts are out scouring every corner of the music world to bring you the songs, playlists and videos that matter from the genres you care about.

Beats 1 – Beats 1 introduces you to the best new music in the world with anchor hosts Zane Lowe, Julie Adenuga, and Ebro Darden. Discover programs from artists like Dr. Dre, Joshua Homme, Drake, Pharrell Williams, and Ellie Goulding.

Learn More




Welcome to Apple Music, a place for fans, created by the artists and experts who live for music.

Start Listening Now

For You – Hand-picked recommendations based on what you already listen to and love.

New – Our music experts give their take on what’s worth hearing.

Radio – Music and culture broadcasting on Beats 1 from Los Angeles, New York and London

Connect – A new way to connect with your favourite artists and get audio, videos and photos straight from the source.

My Music – Your entire music library alongside the entire Apple Music library




Welcome. Watch our Guided Tours below to explore Apple Music.

Start Listening Now

For You – Find out more about recommendations based on what you already listen to and love.

New – Discover how our music experts give their take on what’s worth hearing.

Radio – Explore how music and culture come together on Beats 1 from LA, NY and London

Connect – Get a direct line into favourite artists with music and videos straight from the source.

My Music – Explore your entire music library alongside the entire Apple Music catalogue.

Playlists – Learn how to create your own playlists and discover playlists created by our experts.




Apple Music First Time Use Copy



Apple Music In-App Copy



Apple Music In-App Copy



Apple Music Editorial Copy



For You - Descriptions for all human curated playlist recommendations (Beats legacy)

Apple Music Editorial Copy



New - Priority bannering includes descriptive copy

Apple Music Web Copy



All the music you already have.And all the music you could

ever want.

For Apple Music members, the collection you own and love is just the beginning. Now you can also listen to the tens of millions of tracks in the Apple Music library.

Our dedicated team of experts is here to help you find new music to love. Enjoy recommendations hand-picked just for you or explore everything they

find that’s new and noteworthy in the world of music. It’s all yours.

My Music

Congratulations. You now have the world’s greatest collection of music.

Wherever your music comes from — purchased in the iTunes Store, ripped from a rare import CD or downloaded from your favourite music blog — everything you’ve collected lives in one place. And alongside it

is the ever-expanding Apple Music library. It’s like having just about every song ever recorded at your fingertips.

>Watch the “My Music” Guided Tour

http://images.apple.com/media/us/music/2015/ffc4c6f7-b97d-4628-99d1-c9aa658bc3c9/guided-tours/my-music/music-my-music-cc-us-20150916_848x480.mp4




It’s your music. Do what you like with it.

As an Apple Music member you can add anything from the Apple Music library — a song, an album or a video — to your collection. And that’s just the warm-up act. From there you can create the perfect playlist from anything you’ve added. You can download it for offline listening and take it on the road. You can even post your favourite playlists, albums and videos to Facebook, Twitter or Messages. It’s never been easier to share music with each other.

Watch the “My Playlists” Guided Tour

Millions of tracks and a knack for finding exactly the right one.

Even with a library this massive, finding the music you’re looking for is easy. The intelligent search engine remembers whether you’re looking in your local library or the Apple Music library, so you get results from the place you expect. You can also browse music you’ve looked for previously, and see what searches are trending.

http://images.apple.com/media/us/music/2015/ffc4c6f7-b97d-4628-99d1-c9aa658bc3c9/guided-tours/my-playlists/music-my-playlists-cc-us-20150916_848x480.mp4




For YouFinding your next obsession is our obsession.

Watch the “For You” Guided Tour

Tell us what you like.Discover something you’ll love.

Everyone loves finding new music. When you tell us the genres and bands you’re into, we’ll bring you more suggestions from our experts who know and love music. They’re out at the big shows and the small gigs,

combing scenes to bring you emerging artists and deep cuts, and creating playlists that feel like they’re coming from a friend who knows exactly what you want to hear.

The more you listen, the better we hear you.

When we make recommendations, we consider what you tell us you like. Whether you love a song or not, your feedback helps our suggestions get better and better. But we also pay attention to what you actually play. So if

you’re an EDM fan with a secret affinity for big band music, we’ll find you more stuff that swings. And drops the beat.

http://images.apple.com/media/us/music/2015/ffc4c6f7-b97d-4628-99d1-c9aa658bc3c9/guided-tours/for-you/music-for-you-cc-us-20150916_848x480.mp4




Every genre comes with its own team of experts.

It’s the guy who’s at every psychobilly show. The girl who nerds out over the progression of punk. The people who have made a love of music their life’s work. Every song our experts suggest is the result of the countless

hours spent listening for just the right sound and discovering the connections between artists, songs and scenes. Because when we put that new chillwave playlist together, we want it to be exactly what you were

looking for. Without you even knowing it.

Watch the “Apple Music Playlists” Guided Tour

Great playlists from major players.

We also recommend playlists for you from some of the most respected, knowledgeable and forward-thinking magazines, websites and tastemakers in music and culture. Hear an indie mix, a classic rock compilation or a

hip hop set from the sources who obsess about music.

http://images.apple.com/media/us/music/2015/ffc4c6f7-b97d-4628-99d1-c9aa658bc3c9/guided-tours/music-playlists/music-playlists-cc-us-20150916_848x480.mp4




NewThe music you need to know now.

Watch the “New” Guided Tour

Fresh cuts. Served up by our pros.

Not all music is created equal. Apple Music experts are out scouring every corner of the music world to bring our members the stuff

worth listening to. It’s not just any up-and-coming band. It’s the one that’s

about to go big. It’s not just the latest video to drop. It’s an alternative cut that you

simply have to watch. And it’s more than just top charts. It’s popular music and videos

from genres you care about. This is the music that matters.

We made you a mix.

When our music editors put together a playlist, they do more than find similar songs in a genre. Every mix — and every track within it — is carefully considered. And each song builds on the one before it.

The result is that each playlist has the power to tell a story, capture the mood or even change it.

http://images.apple.com/media/us/music/2015/ffc4c6f7-b97d-4628-99d1-c9aa658bc3c9/guided-tours/new/music-new-cc-us-20150916_848x480.mp4




ActivitiesThe soundtrack to your next move, from working out to chilling out.

Apple Music EditorsThe music we’re obsessing over, plus handcrafted playlists.

CuratorsRolling Stone Magazine, Vice, Pitchfork, The Grand Ole Opry, and others.

Your music lives in one place. And every place.

Your entire library lives in iCloud when you’re an Apple Music member. First, we identify all the tracks in your personal collection and compare them to the Apple Music library to see if we have copies. If we do, we make them instantly available in iCloud across all your devices. If you have music that’s not in the Apple Music library, we upload those songs from iTunes on your Mac or PC. And because it’s all stored in iCloud, it won’t take up any space on your devices.Learn more about iCloudNextRadio

http://www.apple.com/uk/icloud/

http://www.apple.com/uk/music/radio/

http://www.apple.com/uk/music/radio/

Apple Music TOV Summary



Apple Music tone of voice is:• Verbose• Expert• Knowledgeable• Comprehensive• Explanatory• Clear

Apple Music focusses on clear and effective messaging. Even so, long copy is used for many of their touchpoints to ensure all the details are covered. They also encourage and tolerate long messaging with affiliates to ensure the customer is comprehensively informed. The Beats legacy brings character and knowledgeability to their curated experience.

“Apple Music – All the ways you love music. All in one place.

Google Play Music First Time Use Copy



Google Play Music First Time Use Copy (trial)



OK Google, play music – Free curated radio for what you’re doing, how you feel or what you want to hearTaking requests – Search for songs, artists, genres and more to instantly start radio stations.Bring your music along – Add up to 50,000 songs from your computer and stream them anywhere for free.It’s Wednesday night – Play music for…Get personalised recommendations – Tell Play Music what kinds of music you like – you’ll get better recommendations. Take a minute now to name your favourite genres and artists.

Google Play Music First Time Use Copy (pre-sign up)



Unlimited Music from Google, play music – Unlimited access to millions of songs. Radio without skip limits. Playlists craftedBy our team of music experts.It’s easy to get an account. Search for Google Play Music and sign up on our Try unlimited music – Millions of songs at your fingertips, ad-freePlay offline – Download any song, album or playlist and listen even when you’re not connected Bring your music along – Add up to 50,000 songs from your computer for free and stream them anywhere

Google Play Music Editorial Copy



It’s Friday morning – Play something for…Boosting Your Energy Fist Pump! Feel-Good Alternative Hits – Listen to this upbeat mix of the biggest alternative hits from the ‘90s to today.80s Training Montage – You’re pumped. You’re ready. All you need is an awesome soundtrack for your epic workout.

Use of playlist descriptions. In-house artist biographies.

Google Play Music Editorial Copy



Richer playlist titles and descriptions (Songza legacy)

Google Play Music TOV Summary



Google Play Music tone of voice is:• Simple• To the point• Characterful• Humorous• Personal

Google Play Music uses search for their on-demand experience. For their curated experience the tone is simple and friendly, reflective of the UI (Songza legacy). More descriptive and playful copy is used for editorial copy, again echoing Songza.

Google Play Music is “Free curated radio for what you’re doing, how you feel or what you want to hear.”

Further Examples

App Store Updates Copy









In-App Copy



In-App Copy



Misc Copy



Web Copy



What does this all mean?



• Even the most corporate competitors need characterful tones of voice.

• No brand can afford to be plain or ‘let the product do the talking’.

• Focus is key.

• Strong, freely available brand guidelines are important.

• You have the opportunity to take the best of these examples and supercharge your brand’s tone of voice. There is plenty of opportunity to create a more personable TOV to inspire a greater connection and stronger brand loyalty in your customers.

• Let’s talk about how to do this.

Thank you.

Date post:	15-Apr-2017
Category:	Marketing
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Tone of Voice Analysis - Music Streaming Services - J-P Storrow

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