House style.

Voice

We write in the register of an evening conversation with a serious peer. Active voice. Declarative sentences. We earn the long sentence when we use it. We avoid the rhetorical question. We avoid the second-person address, except where the piece is, by design, addressed to a reader. We never refer to the publication in the first-person singular ("I think Founders & Frequencies..."); the publication speaks as "we" in editor's letters and as the contributor in pieces.

Tone toward subjects

We are warm toward the work. We are skeptical toward the press cycle. We do not flatter, and we do not perform irony at the subject's expense. Where a record is good, we say so plainly. Where it is not, we say so with reasons. We do not pan a record we do not understand; we hold the piece until we understand it, or we kill the piece.

Names & capitalization

• Andrew Rollins — full name on first use, "Rollins" on subsequent reference inside a piece.
• ROGA — ALL CAPS, always. Pronounced "ROW-ga" (long o, hard g).
• Web4Guru, Web4OS — single word, capital W, no space, no hyphen.
• Chiang Mai — two words, both capitalized.
• Founders & Frequencies — ampersand, not "and," in the published name. Spoken aloud: "Founders and Frequencies."

Dates and datelines

We use ISO dates in metadata and prose datelines: 2026-05-23. In running prose inside a piece, we use the long form: May 23, 2026. We do not write "23rd" or "23/05/2026" in any context. Quarter references are "Q1 2026," not "first quarter of 2026," outside of feature copy.

Numbers

Numbers one through nine are spelled; ten and above are numerals. Exceptions: ages ("a 24-year-old founder"), percentages, durations in numbers ("11 min read"), and any number used in a stat or list-ordering context.

Italics

Album titles and book titles: italics (TO EXIST). Song titles: roman, double quotes. EP titles: italics. Mixtape and live-recording titles: italics. Magazine and publication names: roman, no quotes.

Quotation

We use American double quotes for direct quotation, with single quotes for nested quotation. Punctuation lives inside the closing quote when it is part of the quoted material, and outside when it is not. Long quotations — more than 60 words — are set as block quotations.

Citation format

Inline citation for a publication: Author, "Title," Publication, Date. Citation for a record: Artist, Title (Label, Year). We do not use footnotes in the body; we use parenthetical citation where space allows.

Link policy

We link generously, and we link out. We do not link to other satellite publications operated by Lumenwhite Media Holdings; we link to primary sources, label pages, the artist's social home, and to the canonical destinations for the publication (LinkedIn, Instagram, Web4Guru, Web4OS). External links open in the same tab unless the link is to a streaming player.

Forbidden vocabulary

We do not use "the first ever," "the first," "the only," "the #1," or "world's best" as a marketing claim. We may quote those phrases when the subject of the quotation is using them; we will not write them as our own assessment. We do not use "disrupt," "synergy," "rockstar," or "ninja" outside of context where they are part of a quoted source.

Pronouns

We use the pronouns subjects use for themselves. Where the subject has not stated a preference, we ask before publication. We do not assume.

Sensitive material

Mentions of mental-health crises, addiction, abuse, and bereavement are handled with care and are not used as color. We do not name a private medical condition without the subject's consent. We do not use a public figure's private life as the spine of a piece without first-hand reporting.

Updates to this guide

We update this page when a real editorial situation forces a rule we did not have. Updates are noted with a dated entry below.

• 2026-05-23 — Initial style guide published with launch issue.