UPDATED MUSIC BRIEF — UK LOTTERY BRAND (2026 CAMPAIGN) Status: Revised direction — nostalgic dance no longer working WHAT WE NEED NOW We are shifting away from nostalgic dance vibes. The new direction is upbeat, mid–high tempo, contemporary soul + funk with a warm, modern feel. Think: Vulfpeck – Back Pocket Bruno Mars – 24K Magic (funk-lite energy, not full pop max) Tom Misch – It Runs Through Me / South of the River References Provided: (YouTube links from client) https://www.youtube.com/watch?v=RecY5iZn6B0 https://www.youtube.com/watch?v=U8A9wfSgmhw https://www.youtube.com/watch?v=WwiinQPp3o4 Important: Avoid anything too “dancefloor,” EDM, or house-driven. CREATIVE NEEDS Overall Vibe Contemporary soul & funk Warm, human, feel-good Uplifting without being cheesy Energetic but smooth — doesn’t overpower the story Slight retro warmth is okay, but keep it modern and polished Mood & Emotion Joyful Carefree Euphoric/celebratory Togetherness, unity, connection Feel-good with emotional depth Builds momentum and excitement Tempo / Rhythm Mid to high tempo Toe-tapping groove Steady, confident rhythm Works for montage, movement, and people-focused visuals WHAT THE MUSIC SHOULD DO Bring warmth and humanity to the visuals Add lift and momentum without overshadowing the voiceover Evoke spontaneity, good vibes, optimism Support scenes of community, winning moments, and everyday joy USAGE NOTES Instrumental will likely be used (due to VO) Lyrics can be a bonus in the original version if aligned with themes: “together,” “us,” “we,” “today,” “this moment,” “feeling,” “celebrate.” Recognisable melodies are strongly preferred Covers are acceptable only if the core melody is instantly identifiable in the instrumental AUDIENCE UK audience, age 30–60 Music must feel familiar, accessible, and broadly appealing

Happy Thanksgiving everyone!