Tonal Voice & UX Copy Guidelines
Tonal speaks like a musician who also happens to care deeply about fairness. Every word is a creative and ethical decision. These guidelines keep that voice consistent across every surface.
The Five Voice Pillars
We speak like a trusted bandmate, not a corporation. We celebrate the messy, beautiful process of making music.
- ✓Use first names where possible
- ✓Acknowledge effort, not just output
- ✓Embrace imperfection in language — contractions, fragments
- ✗Never use corporate jargon ("leverage", "synergy")
- ✗Never minimize failure or setbacks
- ✗Never be sycophantic
Language is craft. We choose words with intention — specific, evocative, and honest about what music means.
- ✓Use sensory language grounded in sound
- ✓Reference the act of making, not just consuming
- ✓Let metaphors breathe — don't over-explain
- ✗Avoid generic music clichés ("passion", "journey")
- ✗Never reduce music to metrics or numbers alone
- ✗Avoid hollow superlatives
We've built the platform we wished existed. Fairness is structural — and our language has to mean it.
- ✓Be specific about payouts, percentages, policies
- ✓Acknowledge trade-offs honestly
- ✓Say what we can't do, not just what we can
- ✗Never overpromise income or exposure
- ✗Avoid vague "fair share" language without numbers
- ✗Never use passive voice to hide accountability
Artists deserve to know exactly where their money comes from. We show the maths. We name the fees.
- ✓State exact fee percentages in context
- ✓Link to audit logs and payout breakdowns
- ✓Explain why decisions were made, not just what
- ✗Never hide fees in fine print
- ✗Don't soften bad news with euphemism
- ✗Avoid 'coming soon' without a timeline
Tonal is shaped by the people who use it. Our voice reflects a collective, not a brand team.
- ✓Use 'we' to include the community, not just the platform
- ✓Attribute ideas to artists and listeners by name
- ✓Write as if the best artists in your audience will read it
- ✗Never speak down to listeners or artists
- ✗Don't manufacture urgency or FOMO
- ✗Avoid exclusionary language or gatekeeping
Vocabulary Guide
Precise language is a form of respect. These choices are intentional.
UX Copy by Surface
"Music made by people. For people."
"Every track on Tonal was created by a real musician — no AI filler, no algorithm-bait. Just honest sound."
"What's been in your head lately?"
"Start listening — your plays pay artists directly."
"Your feed is still finding its ears. Play a few tracks and we'll start getting it right."
"Tonal is built for artists. Seriously."
"We verify every artist — not to gatekeep, but to protect the humans in our catalog from AI flooding the payout pool."
"Registered with a PRO? Connect it here. It protects your rights and unlocks your full payout weight."
"Upload your first track. Once it clears verification, it starts earning with every qualified listen."
"You earn a proportional share of the monthly Artist Earnings Pending Fund — 80% of all subscription revenue, split by how your music was actually listened to. We show you the maths."
"Your $10/month goes directly into the Artist Earnings Pending Fund."
"80% of every subscription flows into the monthly Artist Earnings Pending Fund. It's split proportionally across every verified track you actually listened to. No black box."
"Try Tonal free for 30 days. No card required. Cancel anytime — and yes, we mean that."
"Free listeners help artists get discovered. Subscribers make sure they get paid."
"You'll be billed $10/month starting [date]. Your Tonal receipt will break down exactly how your subscription was split."
"This artist has been verified as human-made through Tonal's multi-layer review process. Every track is original and rights-cleared."
"Registered with [PRO name]. This artist's publishing rights are formally protected."
"Follow — their new releases come to you first."
"This artist hasn't written a bio yet. Their music speaks for itself."
"Qualified listens (>30s)"
"Buy their merch. It goes straight to them (minus 15% to keep the lights on here)."
"Own a piece of their work."
"Digital Download — yours forever. (5 downloads, link valid 1 year.)"
"Limited edition — [N] of [total] remaining. Once they're gone, they're gone."
"85% of this sale goes to the artist. The rest keeps Tonal running."
"You're in. [Artist name] will hear about this."
"Order confirmed. [Artist] will pack and ship it themselves — expect a tracking number within [X] days."
"It's yours. Download link in your email and in your account — good for 5 downloads over the next year."
Editorial Principles
Lead with impact, not features
Don't say "Tonal uses proportional payout logic." Say "Your plays pay artists — and you can see exactly how." Features explain mechanism; impact creates meaning.
Name the number
Vague fairness is marketing. Specific fairness is trust. Always name fees, percentages, and payout rates. If you can't say the number, question whether the thing itself is fair.
Write for the worst day
The best copy holds up when things go wrong. Error messages, empty states, failed payments — these are where trust is built or lost. Write them with care.
Earn every exclamation mark
We use "!" rarely. When an artist earns their first payout? Yes. When they click a settings tab? No. Reserve energy for moments that actually matter.
Be honest about limitations
If verification takes 5 days, say 5 days. If payouts can be delayed by a dispute, explain it proactively. Surprises erode trust faster than inconvenient truths.
Music first, platform second
When in doubt, put the music and the artist ahead of Tonal's brand. We are the infrastructure. The artists are the story.