Rexius Records
Brand Guideline

We stand up for any artist striving for growth and independence no matter genre, or the number of fans. What matters is the music itself and the passion for getting a little bit better every day.

We strive to make the music industry fairer. We believe in an equal world where we respect and are kind to each other no matter who we are. That means we don’t tolerate any kind of discrimination. We aim for long-term visions but only work with short agreement terms. And we always allow for the artist to have 50% or more of the royalty split.

From a one-man living room studio created in 2013 to a team with members, partners, and artists from over 20 countries (and counting!). Rexius was founded by Mathias Rexius, a professional guitarist born in Gothenburg and educated at the Music Institute in  Los Angeles. After years on the road as a touring musician, he grew tired of the unjust culture in the music business, and decided to quit his career and instead focus on building his own company which would work as a counterpoint to the traditional majors.

A company that works from an artist’s point of view, elevating hard-working rookies and upcoming artists with the knowledge for them to create their path to success. With strong disbelief in gatekeepers, Rexius Records was founded with the core belief that both valuable knowledge and good music are meant to be shared.

We’re Rexius, and we’re not a record label. Even though we help artists, bands and music creators to evolve every day, making their music heard.

Neither are we a distributor. Even though we put our heart into developing digital tools that help us spread good tunes all over the world with smart, automatic processes.

And we’re not a PR Company either, even though we work with an international network of music lovers on a daily basis.

There are many things we’re not.
And we believe that’s our strength.
We focus only on what we believe in.
And that is helping artists help themself.

You bring the ambitions, the hard work and the why’s.
We bring the knowledge, the experience and the how’s.

We’ve been in the music industry for several years now, and we’ve learned. A lot.

We believe in sharing that knowledge.
We believe in being fair players in an unjust industry.
We believe in being the worst gatekeepers ever by leaving the door wide open.

We’re Rexius,
And we’re an Amplifier. 

We have for a long time used the motto to take music to the next level, with the implication that we lift the artist/their music as a crane to the next level, where the artist is some kind of passive object and we do the heavy lifting. We have all the tools for an artist to reach out to a new audience, but the artist is the active force. The artist still needs to play the strings so to speak, in order for anything to happen.

Simply put we believe in teaching how to fish, rather than giving fish. We believe in being the coach on the sideline, while you score the goals. We’re with you on the journey, but it’s your effort that we amplify. 

• The artist is at the core of everything, without them there is nothing to amplify.
• We amplify music, making music go farther than without us.
• We give artists the knowledge and tools to help themselves.
• We build the resources, networks and tools for artists to use.
• We, indirectly, help a lot of artists by creating these tools, and not building artists directly.
• We are not tied to a certain group of artists, if a record label, distributor or management would like to use our tools, we are here to help.

In general terms, our writing style reflects the following traits:

• Friendly
• Strong
• Community (team)
• Driven, ambitious
• Fair, honest (straightforward)

Which, in written language, translates to:

• Short and very concise
• Correct but not too formal
• Language in the plural when using the first person (“we”, “us”)
• A sense of teamwork and community beyond merely corporate (“Artists” instead of “Clients”)
• Some exclamation marks are allowed once in a while (to sound encouraging or energetic)

The purpose of our social media channels is to spread knowledge and inspiration about the music industry and build brand awareness. Though we always target potential and already signed artists, management, and music creators we have some different strategies depending on the channel.

We’ve gathered all information about how we work with social media in this spreadsheet.

We have a distinctive color row in our Instagram feed. If we need to make posts in between our scheduled posts, we use our secondary colors and then continue the order as usual.

Instead of showing just products or technology, show the experience and benefits that it delivers too.

If we’re talking about songwriting, use a picture of someone writing it down or singing, not just a picture of a piece of paper. If we’re talking about our studio services, show someone creating in the studio, not just the equipment.

Use photos that showcase the subject as a friend of yours. Portrait the people as a nice fellow you’d like to hang out with. Our point of view when selecting photos should reflect the way we treat our artists. We’re the fans, friends, and family that’s cheering on the sideline regardless if it’s on set or in the studio.

Aim for photos with good tone and contrast harmony. The controlling tone is a way of drawing the viewer into a particular area of the image and providing a focus on the right things. Avoid clutter and jumbly photos, and aim for smart compositions which allow the image to breathe.