Season 01: MAKE IT WORK · Episode 02 · 30 Aug 2026 · 0:31
“Premium” Is Not a Music Brief
Adjectives everyone agrees on send five people looking for five completely different tracks.
Takeaway
A brief is only useful when a competitor could not use it. Define what this brand must uniquely own.
Presented by Gordian Gleiss — EightSix Co-Founder
Related service: Music Strategy
Read the episode
“Premium, but accessible” has somehow become the industry standard. Then we add modern, timeless, unexpected and maybe “not too advertising.”
Everyone nods because it sounds precise, and then five people hear five completely different tracks.
A useful brief does not describe what every brand wants. It defines what the brand must uniquely own. If every competitor can use the brief, it's not a brief.