Do I Need a Press Kit?
Press kits, in the traditional sense of a folder filled with printed reviews, various promotional information, bio, photo, and of course CD, are obsolete. As a musician, I’ve had to figure out ways to present my music to venues and writers, and as a former employee at a record label and night club (two different jobs, mind you), I’ve been on both the sending and receiving end of press kits. With the exception of a few special cases, you do not need a traditional press kit to book gigs for your band.
Why Not?
The first problem with a new band creating a press kit is that there’s no press. What most musicians call their press kits are really no more than their opinion of how good they are. The bio explains how fresh and unique they are, any quotes available are from obscure or irrelevant sources, and photos are amatuer. Why subject somebody that doesn’t know you to all of that before they even get a chance to hear your music?
Hearing music. Isn’t that the main purpose of creating a press kit? The idea, or often misconception, is that when you send your music to venues, you need to include a bunch of other stuff with your CD. But the truth is, most bookers don’t really care about any press you provide. Why would you send them anything negative?
Electronic Press Kit
My main argument for saving postage is the internet. You may have heard of bands creating an EPK–or Electronic Press Kit. These are becoming the new standard for booking gigs.
Every artist needs a website and MySpace page. MySpace has become a very familiar format for just about everyone. Which is why you shouldn’t make your page too difficult to navigate or distract from the music. When somebody is going to MySpace, they have some idea of what they’ll find. In fact, whatever website link you end up sending to booking agents, promoters, or press, make sure it is easy to find the music. However, avoid using auto play, that prompts most people to close their browser.
Another great option is to make a video and upload it to YouTube. Embed this into every website you’ve got. Use live footage, but I’d recommend starting it with pre-recorded music. Segue into different songs, perhaps even work in some footage of yourself talking about your music while it plays in the background.
There are also websites like SonicBids, which has been successful for some musicians I know. I have not used them personally, because I think the free options are great.
What Goes Into an EPK?
If you’re trying to book a show, there are two things a venue cares about when you email them. Your music, and how many people will come see you play. Make sure you name a few “sounds like” artists that the receipient ought to know for reference. Then give them an idea of your draw, based on the location of venue and night of the gig. Keep the email to a short few sentences, and then include your links.
The URL in your links should reflect the your band. Typically, the more direct the better. Something along the lines of www.[bandname].com/epk is perfect. I also include my MySpace link to meet the status quo.
Sending your EPK to a label or the press is a little different. They want to hear the story behind the band. Where are you from? Have you performed anywhere noteworthy? Toured with any national acts? Image and branding is also important to labels and writers, but only second to the music. Always make sure the music is well represented.
The above information should be in the email you send and then restated and expanded upon in the EPK webpage. As vistors listen to your music, they can scan the page to learn more about you.
Physical Press Kits
When you do need to mail an actual press kit, your goal should be to make life as easy as possible for the receipient. Take the shrink wrap off your CD. Put everything in a neatly labeled file folder in case they have a place to file press kits. Make sure your contact info is on everything. When I worked at a night club, there was a tiny office where all the demos and press kits were thrown into one corner. It was pretty unorganized, but when a band did get the gig, their materials were kept in a file cabinet. Today, most venues would rather not have all that clutter and appreciate a good EPK.
The One Sheet
In the major label world, every album has a one sheet, which is essentially used by the sales team. As the name implies, these are single pages with all the basic album information. Usually this will include a short bio, target markets, key components of the marketing plan, tour dates or other special appearances, and a few other pieces of info.
Most of that information is not necessary, but the concept is great for the press kit. If your information can’t be organized on one side of 8.5″ x 11″ paper, then you’re probably saying too much.
Put Yourself in Their Shoes
The best advice I can give is to imagine being on the receiving end. If you got dozens of demos a day, what would it take for something to stand out to you?
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