Earlier this week I had the pleasure of delivering a workshop for Saffron Records, Bristol's first female-only record label, for young women aged 16 – 24.
Just before its launch in July 2015 I worked closely with Saffron's Creative Director, Laura Lewis-Paul, to develop the label's tone of voice. Over a year down the line, it's great to look back at all that Laura has achieved and see how established that voice has now become.
Just the two of us
Laura and I were the only two people in the room when we first got together for a tone of voice workshop. 12 or so months on and Saffron has recruited two fantastic apprentices (A&R and digital marketing) and signed three talented young artists.
The vision, values and personality that inform, as well as its tone of voice, everything the label is and does, have really taken root and become a culture. It's an absolute joy to see.
That said, when Laura asked me to do a voice workshop with Saffron's artists I was, initially, a little stumped.
What's in a voice?
Tone of voice guidelines are there to support people communicating on an organisation's behalf. While Saffron's artists are representing their label, they're not really communicating on its behalf in quite the same way as, for example, its digital marketing apprentice.
As artists they're largely in the business of communicating self-expression. With this in mind I asked myself what, for an artist as opposed to an organisation, is voice really made of?
Voice as art (vulnerability)
As Julia Cameron, best-selling author of The Artist's Way and The Right to Write so succinctly puts it, “True art requires true honesty, which means that for our art's sake, as much as our own, we must learn the skill of vulnerability.”
To be human is to be vulnerable. We are at all times on a knife's edge between existence and non-existence, life and death. An uncomfortable truth, which is probably why vulnerability isn't so easy to sit with.
We often want to skip past it to a place where we feel less exposed, more secure. But acknowledging and drawing from vulnerability can bring real strength, particularly for artists who trade in communicating emotion.
Voice as womanhood (courage)
It may be 2016 but the playing field still ain't level. That's why Saffron Records exists.
To be a woman in a male-dominated industry rife with gender inequality takes courage which, in her excellent TED talk on the power of vulnerability, researcher Brené Brown describes as “telling the story of who you are with your whole heart."
Vulnerability and courage are two sides of the same coin. To tell the story of who you are with your whole heart, you have to be vulnerable. One hand feeds the other.
Standing on a stage sharing your innermost thoughts and feelings, you're inevitably demonstrating both. And (perhaps) for women raised in a society that accepts their right to feel and express vulnerability in a way it (sadly) does not for men, womanhood and courage have a notable dynamic.
Voice as story (connection)
Stories cut to the core of who we are. They connect us to ourselves and each other.
Singers and songwriters are, of course, storytellers, connectors. They connect with themselves to connect with their audience.
This storyteller / listener relationship is old as hills and a cornerstone of the human experience. Any consideration of the artist's voice must surely take story and connection into account.
Voice for communication
We all have values and vulnerabilities, stories and beliefs. The more we understand them the better we communicate.
I love working on tone of voice with people and their businesses, understanding and helping them share their passions with the world.
If you're interested in tone of voice and would like to find out more, please feel free to get in touch.