Guide to the Artist Press Kit

 

 

 

Intro -

Continuing with our recent guides on promotion, this week we're going to discuss the Artist Press Kit. Because every artist represents its own "brand", it becomes necessary to package your brand in such a way that it is attractive to fans as well as potential investors from within the music industry, while showcasing your marketability and strengths. For successful artists, having a press kit available at any time is a must.

But what exactly is a press kit and why is it so important to have one?

Essentially a press kit is exactly what it sounds like:  A group of documents which present the artist's background, past shows, publishing achievements, current and future shows, as well as contact information. (Sounds kind of like a resume to me!)

Your image is your brand - you in a package - and is the key to selling venues and A&R representatives on the fact that you can make them money. Though this may all sound like a headache to put together, I assure you that you already have the majority of what you need!  It won't take long to format and compile, and like I always say, "you get out what you put in."

Basics of the Press Kit -

1. EPK - Electronic Press Kit
2. Traditional physical Press Kit

First and foremost are the types of press kits:  The online Electronic Press Kit, and the more traditional Physical Press Kit. While there are many options for EPKs, the traditional physical press kit is a must! Using a physical press kit leaves room for personal touches, and increases the likelihood it will be received and viewed by your recipients.

As with most things, there are both right and wrong ways of creating a press kit.  With the superabundance of artists creating press kits in the scene today, it becomes critical to have a press kit that stands out and has a higher chance of getting recognized by the important people. There are many things which can be added to your kit, as well as certain techniques that can be used to make your press kit stand above the crowd.

But before you can stand out, let's make sure you have the right information about yourself first.

(Remember: This is what writers and journalists will use to base review or article information on!)

Biography - 

A bio is the first thing you will need; it's essentially the framework of your identity. Not only will you need one for the press kit, you will likely be putting it on social network profiles and your website as an introduction to your band. Fans as well as industry pros are intuitive about publicity materials and press.  When a biography is poorly written or non-existent, people will assume the same level of quality from your music, leading to the possibility of your music being outright ignored.

More quick tips for writing a Biography:

• Beware the cliche'! Lead the reader to conclusions, don't tell them what to think and feel.
• Keep things current and up to date.
• Avoid a Time Loop. Keep things in the present and keep past achievements to a short summary. 
• Keep to the standard format.
• Avoid needless distractions. If it doesn't impact the music, it doesn't need to be in your bio. (That includes what you do for your day job fellas!)
• Don't be too safe or generic.
• Beware the Pretentious comparison. Describe yourself, using others as a reference to your project can come off as pretentious. ("Fake it till you make it" doesn't mean tell me how your just like Jimi Hendrix.)
• Never lie or exaggerate facts.
• Avoid overused and tired phrases. Some of these may include "unique", "critically-acclaimed", "eagerly anticipated",  etc... Do your best to stay genuine.
• Avoid spelling and grammatical errors.
• Less is more. Try not to run on and bore the reader.
• Don't hype your credits.

Sometimes writing your own bio is a lot like trying to take your own picture.  The angle's just not right. Hiring a professional that understands your music and particular niche can be a worthwhile investment. The same could be said for a journalism friend as long as the writer is willing to be flexible and make possible changes, rewrites or corrections until you're satisfied.

Contact Information -

Always have your contact information on your content and profiles, as well as making sure to list multiple portals where you can be reached. This is especially important with physical kits as parts can get separated - make sure they always have your contact information.

If you play in a band and don't have a manager, appoint a contact.  The ideal contact person would be someone who can man the phone and e-mail on a regular basis, find addresses (leads) to send your kit out to, and is professional enough to speak on your band's behalf.

CD and Portfolio -

Just like a tattoo artist has a portfolio of work he or she has done, it is necessary for a musician to have their most recent songs available for listening at any time and on many different mediums.  Invest in high-quality studio recording and ditch the poorly done bedroom tapes.  Low-fi demos are unlikely to be listened to and often ignored. (Note that there is a difference between a "garage" or "low-fi" tone (or style) and literal "low-fi" distortion and/or clipping. One can be pleasing; the latter is not.) Remember that on average you will have less than thirty seconds to impress, so make it count!

High Quality Photography - 

An absolute must for any press kit. Having high quality photography of your band and/or gigs gives the press a great source to be reproduced in blogs or magazines. Remember to keep your photographs fairly simple.  Have a friend take some shots for you, or hire a professional to get your band in just the right light. Whatever you do, make sure that your photographs speak about the band.

Reviews & Interviews - 

Try to include only higher quality interviews and reviews within your press kit, as places like smaller blogs aren't as appealing. Not to say that you shouldn't include any if that's all you have, but I find it's often better to have a review from an unknown source over nothing at all. Your reviews are physical proof for A&R representatives as well as booking agents that your brand is being received well and could be a profitable investment.

Tour Dates and Past Shows -

These topics only apply when applicable, as listing less-than-important gigs can be hazardous. Posting future show and tour dates with any other bands playing with you is a great way to show that your brand is active and in front of their audience enough to make lasting impressions. Remember, venue bookies as well as A&R representatives are all about sales.  This is a business after all.

Leave off past shows of no importance, reserve this section purely for past shows of great value (i.e. opening for a well-known act, festival dates, etc.).

Having the Competitive Edge - 

Just having a press kit isn't enough these days.  Everyone and their mother is sending filled manilla envelopes in hopes of breaking into the big league.  So why would someone be more interested in this project versus that project, and how do you gain the attention of those that matter?

For the most part it's all about a professional look and quality content (as is the case with most things), but there are still a few little details which can't hurt.

Pack it all up -

Once you have all your materials collected, be sure to spend the same amount of time and dedication into the overall packaging of your kit. It is imperative that those receiving your press kit are impressed and gather an air of professionalism from the packaging. This is where you really need to reflect how serious you are about future opportunities.  You have to look the part, so ditch the manilla folder and black sharpie and make friends with your local printing shop. Sending your kit in a well-organized box will speak wonders about your musical endeavors. Really make that first impression count!

Include a Cover Letter - 

Just like a quality resume, having a cover letter is a personal introduction to everything included within your press kit. Having a personalized cover letter can do wonders for first impressions and will draw the receiver into the contents of your kit.  Just remember to write properly and stick to the standard format, as a poorly done cover letter can leave a terrible first impression.

Remove Excess Packaging -

Let's face it, spending twenty minutes unwrapping mediocre kits is a huge letdown. Do yourself and your receiver a favor and remove the excess plastic wrap and safety seals. These parts of packaging are great for stores and for shipping in quantity, but when it comes to an A&R rep sifting through thousands of kits, the last thing they will want to do is waste time unwrapping your CD.

Icing on the Cake - 

At this point you should have all the necessary elements and tips to creating a top-notch press kit, one that is sure to get some real attention. Using both physical and electronic press kits are sure to have other subjects outside the ones talked about here today.  Just remember to be creative, original, and genuine when writing and including information in these kits. Your press kit is your overall image.  Much like your website is your online home, so too should be your kit.

Remember that the purpose of the press kit is to convince an industry professional that your musical project will be profitable and marketable when given the opportunity. (And also remember to follow up with those you've sent kits out to.  Two weeks is a good rule of thumb.)

From here it's up to you, good luck and get sending!