{"id":398,"date":"2014-10-30T00:00:00","date_gmt":"2014-10-29T13:00:00","guid":{"rendered":"https:\/\/wordsbynuance.onpressidium.com\/portfolio\/apra-amcos\/"},"modified":"2019-10-07T13:54:55","modified_gmt":"2019-10-07T02:54:55","slug":"rock-n-roll","status":"publish","type":"portfolio","link":"https:\/\/wordsbynuance.com.au\/portfolio\/rock-n-roll\/","title":{"rendered":"APRA AMCOS"},"content":{"rendered":"<p><em>A tale of two audiences<\/em><\/p>\n<p><strong>Where it all began<\/strong><br \/>\nAs Australia\u2019s music copyright organisation, APRA AMCOS is responsible for making sure Aussie songwriters get paid their dues. This means collecting licensing fees from the businesses that play music \u2013 from cafes, pubs and clubs to gyms, shops and office buildings \u2013 and giving it back to artists as royalties.<\/p>\n<p>As the conduit between music makers and music consumers, APRA AMCOS has to strike a delicate balance. On one hand, they need to make artists feel supported and creatively understood. On the other hand, they have to communicate with licensees in clear business terms (without coming across like \u2018copyright cops\u2019!). We were engaged to work on solving this issue as part of the APRA AMCOS rebrand.<\/p>\n<p><strong>What happened next<\/strong><br \/>\nTogether with APRA AMCOS\u2019 awesome internal comms team, and agency Born &amp; Raised, we held a Tone of Voice Workshop to determine how to pitch ourselves to our two key audiences. From here, we developed a dual Tone of Voice Guideline, and a series of copy samples to show how the voice(s) sounded in action.<\/p>\n<p>We also developed a new tagline for APRA AMCOS \u2018Made by Music\u2019 that worked as the foundation for a series of brand messages. On top of this, we worked with the team to refine content plans and copy templates for a suite of eDMS.<\/p>\n<p><strong>What we like about it<\/strong><br \/>\nWe are total music fiends so it was awesome to spend time alongside like-minded souls \u2013 and to learn about the ins and outs of the Aussie music industry. The finished brand is also pleasing because it recognises the needs of creative types and business brains, without compromising on either front. Love the gorgeous design work of Born &amp; Raised too!<\/p>\n","protected":false},"featured_media":460,"parent":0,"template":"","portfolio_category":[],"portfolio_tag":[],"acf":[],"_links":{"self":[{"href":"https:\/\/wordsbynuance.com.au\/wp-json\/wp\/v2\/portfolio\/398"}],"collection":[{"href":"https:\/\/wordsbynuance.com.au\/wp-json\/wp\/v2\/portfolio"}],"about":[{"href":"https:\/\/wordsbynuance.com.au\/wp-json\/wp\/v2\/types\/portfolio"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/wordsbynuance.com.au\/wp-json\/wp\/v2\/media\/460"}],"wp:attachment":[{"href":"https:\/\/wordsbynuance.com.au\/wp-json\/wp\/v2\/media?parent=398"}],"wp:term":[{"taxonomy":"portfolio_category","embeddable":true,"href":"https:\/\/wordsbynuance.com.au\/wp-json\/wp\/v2\/portfolio_category?post=398"},{"taxonomy":"portfolio_tag","embeddable":true,"href":"https:\/\/wordsbynuance.com.au\/wp-json\/wp\/v2\/portfolio_tag?post=398"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}