As a struggling independent
musician in a highly competitive over-crowded market it should be
left unsaid that you need to stand out from the crowd. There
are many ways to do this.
There is music publicity, radio promotion, extensive tour
presence, and the almighty music marketing and music
promotion. You need to get your message out there
--period.
Getting your music marketing
message out there is one thing but getting the right message out
there is another. Your professional image as an independent
artist is of the utmost importance in order to rise above the sea of
competition. Most independent bands and independent artists
have some sort of a music press kit or music promotion kit that they
use for promotional purposes. Generally, musicians will use
either a traditional print music media kit, a digital press kit
(DPK), or an online EPK (Electronic Press Kit). But just how
professional and convincing are they?
A frequently asked question that I
get all the time from my independent artists and musicians is which
type of press kit should we put together? Which kind of music
press kit works best and is most impressive and effective? The
answer to that question depends on a few things.
What I mean
by this is that I recommend creating and maintaining two types
of press kits -- either
a print or digital music press kit, and an electronic press
kit. The reason for this is simple. Certain media
outlets, labels, venues, music management companies, etc. prefer a
print press kit or digital press kit with your full blown CD so it
can be listened too on high efficiency stereo equipment to get the
full effect of your music and its production qualities. Others
prefer not to have their office congested with piles of press kits,
and their preferred method is just reviewing your music
online.
For the reasons just noted, we recommend you
do a print or digital press kit and have one online as well.
There's really nothing to creating an online EPK so why not have it
available. There are a few very good EPK services out there
and they cost just a few dollars per month. But I am putting
an emphasis on the fact that an EPK (Electronic press kit online) is
not enough. You still must have the traditional print or
digital press kit in your music promotion arsenal.
It is notable to mention that your
Music press kit is probably your most valuable promotional tool and
it needs to be taken very seriously. Other than your
CD and live performance it is usually the first impression of
you as an artist that labels, venues, and other music media outlets
will receive. There are many graphic art firms that specialize
in the preparation of media promotion kits that you may want to
consider if your budget permits. If not, for a few
dollars, a little creativity, and time and effort, you can do it
yourself. Here are the basic elements of a print press kit
and Electronic press kit, and the professional means by which
to go about it.
In your traditional print music
press kit version the elements to include are a professionally
designed cover with your logo or photo, a cover letter of
introduction, Band or Artist biography, a professional 8” x 10”
black and white glossy promotional photo, media feature articles and
press releases, album reviews and quote sheet, your full length –
extended play, or professionally recorded demo CD, an industry
CD-one sheet, a business card and professionally labeled
envelope. The supplies
needed are heavy stock paper, portfolio cover, large envelope,
address labels, business cards, and your 8” x 10” glossy photo. Now here’s how to go about
putting the print press kit together.
COVER AND
LETTER OF INTRODUCTION:
Your professional music
press kit should have an impressive cover. This should include
a photo of the artist, artist's name, and artist's contact
information. Sort of like the cover of a book. You
should also include a cover letter of introduction. This
should introduce you as the artist stating briefly a little about
yourself. Don't get too specific in this letter you can leave
that for the bio and other media which you will include. Make
sure you address the letter to one specific person - - being
personal is important. It gives the appearance of a non-cookie
cutter look and that you feel this media outlet, label, venue, or
music agent has significance. Make sure that either at the top
or the bottom of this letter you have included your full contact
information or your artist's representative's contact
information. The cover letter should be inserted just inside
the kit's cover prior to any other information. The
contact information should also be included at the bottom right
on every page in the music promo kit.
Artist or Band
Biography:
The next page or what would actually be the first
informational page of the music media kit would be your artist
biography page. Here you should include a brief history of the
artist or band, a little about each member if it's a full
band. This should be no longer than one page and should not be
a long drawn out history of the band but just a brief synopsis of
what you have accomplished and where you plan to go. More
importantly, you should include things like significant shows or
tours, contests won, radio play, or any achievements that you feel
are noteworthy and may raise you above others in terms of popularity
and development. Keep it simple, concise, and
meaningful. If there are no writers among you or your friends
than we highly recommend having your band bio written for you by a
professional music copywriter. It's so important and it must
be professional.
Media and Press
Section:
The following pages in your music promotion kit
should be media and press. These are basically significant
clips of any feature articles you may have received in music
industry magazines, or newspapers. Don't go overboard.
Include only media clips that really highlight you as an
artist. Pick the best five clips you have and make sure
they are professionally reproduced. Noting irritates a person
receiving these kits more that sloppy crooked copies of
media. Take pride in the quality of the kit.
Plastic see-through partitions should be used for each individual
item.
Album Reviews and
Quote sheets:
You may want to consider including good
reviews of your CD and quotes you have received regarding the CD or
your performance. This page should be professionally laid out
with categorized headings. One should be "Album Reviews and
the other should be Quotes. Don't forget to put quotation
marks before and after each review and quote.
CD: Either a Full Length Album,
EP, or Professionally Recorded Demo:
There are a few
different ways to attach your CD to your music press kit. If
your portfolio has a sleeve in the rear you can just slip it in
there. Another method is to use Velcro strips placed on the
rear of the CD and attached somewhere on the inside of the back
cover. This however is not the recommended method.
Especially if the rear cover of your CD has important information
printed on it. If you are enclosing a full length record or EP
(Extended Play) the hope would be that you have taken the time to
release a professional recording so its professionalism is up to
snuff. However if you are only using a demo CD it is extremely
important to note the following:
- Make sure it is of
professional recording quality (No basement stuff)
- Make sure the
production quality is as professional as possible
- Include no more
than 3 songs, maybe four of your very best
- Place them in a
sequence of best
- Do some semblance
of professional cover art and labeling
- Make sure your
contact information is displayed on the demo
- If you really want
to make sure, have it evaluated by a professional
CD- Music Industry
One-Sheet:
If you are enclosing a CD of a professionally
recorded and commercially released full length album or EP than it's
a good idea to attach a music industry one sheet. One-Sheets
are generally used during the music distribution process but by
enclosing one it gives the recipient of your press kit more insight
on your actual record. A one sheet usually includes a photo of
the album cover, album title, artist’s name, brief description of
the record, track listings, UPC code, price point and a few other
things. Notes in the one sheet should include touring
information, radio play, some quotes, and a few other
things. The one sheet should be professionally written and
produced as it is an item that generally can get into the hands of
very important people.
Business Card and
Professional Envelope and Labeling:
If you or your
representative has a business card that should also be attached to
the folder somewhere. Once the package is fully assembled it
should be placed in a professional envelope with printed address and
return address labeling. This may seem very time consuming and
you may think, why can't I just write out the recipient's
address. Well, that looks sloppy and unprofessional and
remember what we said about sloppy. A lot of people won't even
open a package if it looks unprofessional on the outside. Some
may call us anal-retentive, but we get results by utilizing these
professional methods.
Some important notes
to help you make the most of your print music press
kit.
One thing you need to remember is that things are
constantly changing with you as an artist. New feature
articles, new national tour, new more updated image/photos,
etc. Therefore once you get the first version of your music
press kit finished, you are never finished. Keep updating it
with new materials and new photos for future mailings.
Remember when it comes to your music press kit, you are never
done. It's a work in progress.
Once you have sent your
press kit to someone it does not end there. FOLLOW UP a couple
weeks or so later with a phone call, email, or correspondence.
Labels, media, and venues receive hundreds of press kits
weekly. Don't let yours get lost in the shuffle. Make
sure to bring it to their attention and to the forefront of the
barrage of music press kits they
receive.
The Digital Music Press
Kit (DPK):
The Digital Press Kit generally contains the same
information as the traditional print music press kit, although it
has the ability to allow you to actually add more without being
overcrowded. Basically all your information, your bio, media
articles, music, quotes, etc. are housed on a CD Rom as files.
The DPK, because of certain expertise involved in programming,
graphic arts, etc., should however probably be professionally
done. Unless of course you, another band member, or someone
you know, is proficient in doing this. The benefits of a DPK
are pretty obviously. They take no paper, no portfolios, no
paper photos, or any print media. Everything is digital.
The DPK is usually housed in a DVD Case which has professional
artwork. So there is still the element of graphic artwork
involved on the cover and CD stamp. Overall, the DPK is a good
alternative to the print music press kit.
Electronic Press Kit
(EPK):
The Electronic Press Kit, better known as the EPK is
basically an online version of your promotional materials -- sort of
like a website but not quite. It's similar to the DPK only in
that all the files and graphics are digital. You basically
create an EPK like you would create a website. However there
are a few good services out there that provide template based
WYSIWYG editors that basically give you the opportunity to simply
upload your files. There is usually a section for your
biography, your photos, your press, your music, your videos, and
your backline requirements. The EPK is something that you
should use in addition to your print or digital music press
kit.
Whatever kind of press kit you
decide to use, please remember it must be professionally reproduced
and prepared. This is
your first impression so you must make it a good
one.
The Unstoppable
Indie
