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

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 8tracks
Help! Let's find ♫ ♫ for you
☄ Unlock the magic of 8tracks ☄
Find a playlist you'll ♥♥!
➾ A co-pilot and trusty sidekick for your next
adventure
How to make a Kleenex Dance…
☀ A vacation with 8tracks ☀
The Six Letter Word Some of Us Dread
Kevin Bacon of music
Is 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
01/07/2016
Music Streaming Competitor Analysis - TOV (Tone of Voice)
Author: J-P Storrow uk.linkedin.com/in/jpstorrow
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8tracks Email Body Copy
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8tracks Email Body Copy
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8tracks First Time Use Copy
“refreshingly human”
“for people who care”
“music soulmates”01/07/2016
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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
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8tracks CRM Notifications
8tracks Social Copy
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8tracks App Store Updates Copy
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8tracks TOV Summary
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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 £0.99
Countdown to midnight: give 3 months of free Premium
to your family
Don’t wait: your offer expires in 2 days!
The Beatles, finally on Spotify.
20 million people have done this one thing
Team Spotify's Albums of 2015
Hurry, 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 Premium
3 reasons to give your family free Premium
Hey, don’t miss your amazing offer
Want to get your Year in Music?
Best gift ever: 3 months free Premium for your family
Headphone offer will expire tonight
New Music On Spotify
Meet your favourite new artists
Thank you
Spotify loves Chromecast
Your music. Turned back in time.
You’re our new playlist cover star
Spotify is now available on PlayStation™Music
Shazam your best music moments. We’ll put them in
playlist.
At home with Premium
Bring the family together. Get 50% off Spotify Premium.
Introducing Spotify Connect
Every song has a story. What’s yours?
Can we talk?
Spotify Email Subject Lines
01/07/2016
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Spotify Email Body Copy
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Spotify Email Body Copy (Welcome journey)
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Spotify Web Copy
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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.
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Spotify Premium Upsell Copy (Mobile)
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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 Party
Give Spotify to your family – The first 3 months are free for them. Offer ends New Years – Give Spotify
Get some Beatles fever – Music’s greatest catalogue just dropped. – Play it now
Go deeper into lyrics – Discover the stories behind your favourite songs. – Check it out
The next 30 minutes are ads free – After a brief message from our sponsor – No thanks I’ll keep the ads
Sound 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
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Spotify TOV Summary
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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 2016
3...2...1...
Perfect for today
Last minute gifts
Throwback Thursday
You've Got My What??
Introducing Pandora on Apple TV
Season Two of Serial is here
Picks of the Month: December
Artists to Watch in 2016
Spice Up Your Dinner Party
The most thumbed-up songs of 2015
12 episodes. 1 story
It's official. They're here.
You get first dibs
Trick-or-Treat!
Heading out?
A gift for your mom
More and more and more...
Want another ad-free day?
Today only: Zero Ads
You work hard
How was Pandora built?
10 years. 380 Songs.
Welcome to Pandora One
6 songs you love
Ummm...huh?
Endless Summer, Endless Music
Now introducing...
16 songs so far...
Summer Grooves, Summer Moves
Upgrade and Save
#TBT
Make your commute WAY better
Kick back with ad-free music
What was that last jam?
Pandora Email Subject Lines
01/07/2016
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Pandora Email Body Copy
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Pandora Welcome Email Body Copy
Dear 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 ten
years. A decade into this journey it continues to thrill us each time someone new chooses to make Pandora part
of their day.
As you explore and discover the vast trove of music and comedy on Pandora, we encourage you to let us know 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 listening experience in the world. The feedback we get from our listeners has an enormous impact on how
we 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 new
music available on your stations or new releases from your favorite artists, as well as tips on how to get the most
out 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
01/07/2016
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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...
01/07/2016
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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
01/07/2016
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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
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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, anywhere
Your Dinner Party Soundtrack - We know you're busy enough today. Let our Dinner Party Radio Station set
the 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 Metal
Radio.
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 help
remind you.
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Pandora TOV Summary
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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 TIDAL
Get the best sound with TIDAL
Greetings from the editor
Import your favorite playlists to TIDAL
Bring Your Music Everywhere
What's going on in TIDAL?
Thank you for using TIDAL
The Beatles On TIDAL
David Bowie: From Davie Jones to Blackstar
Create a playlist in a heartbeat
Remembering David Bowie
Get behind the music
Tidal Email Subject Lines
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Tidal Email Body Copy (Welcome journey)
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Tidal Email Body Copy (Welcome journey)
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Tidal Pre-Login Copy (Mobile)
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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.
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Tidal First Time Use Copy (PC)
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Tidal Web Copy
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Tidal TOV Summary
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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
01/07/2016
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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 | Kygo
Happy hump day wellDecent!
Brand New: Olly Murs, David Bowie, Wafia
Little 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)
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Deezer Email Body Copy
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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
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Deezer Premium Upsell Copy
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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
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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
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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
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Deezer TOV Summary
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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 Music
You’re invited to Apple Music
Join music fans around the world
EXCLUSIVE VIDEO: Taylor Swift's 1989 World Tour
Important changes coming to radio on Apple Music on January 28
Apple Music Email Subject Lines
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Apple Music Email Body Copy
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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

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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

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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

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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.

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Apple Music First Time Use Copy
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Apple Music In-App Copy
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Apple Music In-App Copy
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Apple Music Editorial Copy
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For You - Descriptions for all human curated playlist recommendations (Beats legacy)

Apple Music Editorial Copy
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New - Priority bannering includes descriptive copy

Apple Music Web Copy
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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

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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.

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For You
Finding 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.

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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.

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New
The 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.

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Activities
The soundtrack to your next move, from working out to chilling out.
Apple Music Editors
The music we’re obsessing over, plus handcrafted playlists.
Curators
Rolling 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 iCloud
Next
Radio

Apple Music TOV Summary
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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
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Google Play Music First Time Use Copy (trial)
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OK Google, play music – Free curated radio for what you’re doing, how you feel or what you want to hear
Taking 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)
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Unlimited Music from Google, play music – Unlimited access to millions of songs. Radio without skip limits. Playlists crafted
By 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-free
Play offline – Download any song, album or playlist and listen even when you’re not connected
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Google Play Music Editorial Copy
01/07/2016
72
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
01/07/2016
73
Richer playlist titles and descriptions (Songza legacy)

Google Play Music TOV Summary
01/07/2016
74
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.”

App Store Updates Copy
01/07/2016
76

01/07/2016
77

01/07/2016
78

In-App Copy
01/07/2016
79

In-App Copy
01/07/2016
80

Misc Copy
01/07/2016
81

Web Copy
01/07/2016
82

What does this all mean?
01/07/2016
83
• 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.

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

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