Brand Book Sebastiaan Hooft

Brand Mission

To inspire and energize fans through captivating techno music and a healthy lifestyle, demonstrating that one can find balance, happiness, and success in life while pursuing their passions.

Brand Values

  • Authenticity: Maintaining a genuine connection with fans by sharing personal experiences and staying true to the underground techno scene.
  • Health and wellness: Promoting a healthy lifestyle through organic, vegan food choices and a balanced approach to life.
  • Community: Building a supportive network of fans and like-minded artists who share a love for techno music and healthy living.

Musical Style

Sebastiaan Hooft's musical style embodies peak-hour techno and should be listed as such on platforms like Beatport, with tempos between 128 and 140 BPM. His powerful and energetic sound maintains a brighter tone. Sebastiaan's tracks embody the intensity and the lively atmosphere of peak-hour techno.

Incorporating acid and gabber influences adds depth and complexity to Sebastiaan's distinct sound. This innovative approach sets him apart from other techno artists and appeals to a dedicated fan base that appreciates his unique fusion of sub-genres. Sebastiaan solidifies his position in the techno scene as he pushes sonic boundaries.

Target Audience

Busy individuals who love techno music and aspire to live a healthier lifestyle, with a focus on the United States, Netherlands, Germany, United Kingdom, Italy, France, Spain, and Belgium.

Visual Identity

  • Logo: Four lines in the shape of Sebastiaan's initials (SH) that resemble '//||'.
  • Color Palette: Predominantly black and white, reflecting the underground techno scene and creating a cohesive look across all platforms.
  • Typography: A modern, bold typeface complements the logo and conveys the brand's energy and underground reputation.
  • Imagery: High-quality black-and-white images that showcase performances, behind-the-scenes moments, and a healthy lifestyle. Incorporates visual elements that reflect the brand values and make content easily identifiable.

Content Strategy

Share a mix of music, performances, and healthy lifestyle content that engages your target audience. Utilize storytelling to convey the brand message and share the journey, successes, and challenges.

Social Media Presence

Optimized profiles and content for different platforms, ensuring visual identity and messaging consistency. Engaging with your audience, responding to comments, and sharing user-generated content fostering a sense of community.

The Midnight Project

Sebastiaan Hooft's The Midnight Project, a weekly techno music podcast charted on 1001 Tracklists, is ideally suited for workouts, runs, and driving. Each expertly curated episode blends fresh releases, hidden gems, and timeless classics from 128 to 140 BPM to create an immersive journey through the pulsating world of techno. The Midnight Project's growing community of techno enthusiasts appreciates Sebastiaan's passion for quality techno and his ability to introduce them to new sounds, no matter where they are.

Live Techno Sets: Underground Frequencies

Techno Live Sets: Underground Frequencies is a part of Sebastiaan Hooft's podcast network on Apple and is a popular show featuring live techno sets by his friends and collaborators. The podcast establishes Sebastiaan's unique position in the techno world with an independent feel.

Brand Voice

Maintaining a friendly, down-to-earth, and health-conscious tone reflects an approachable nature and commitment to wellness. Being conversational, transparent, and consistent in the messaging. Using inclusive language, sharing the journey, and inspiring your audience to make healthy choices and pursue their passions. Encourage engagement by inviting my audience to share their thoughts and experiences and foster a supportive community by actively participating in conversations.