ARTICLES

Make a Press Kit

By: Gian Erguiza - March, 2008

Your band is hot. You guys have been practicing for hours, day in, day out, perfectly your craftwork. You guys are ready to take on the stages of your local pubs and stages all across America. But wait! Do you have a press kit? Does it have everything it should?

A press kit is an important and vital part of making contacts and letting the “Big Guys” know who you guys are. You should be ready to tailor to each and every situation by creating a basic assortment of promotional materials. Getting a foot in the industry is the hardest step to getting into the showbiz so you have to know what you’re sending and to whom at all times.

What should be included:

An 8” x 10” black and white glossy photo of your band is a must. Make sure that you include a laser print copy of the photo in 8 ½ “ x 11” format. Try to be creative when sending in a band photo. The cliché photos get pushed to the side since it becomes pretty contrite forcing the person on the other end to not take you seriously. Be creative!

A one-page BIO is also vital but please keep to one page cause the recipient will have little time or interest at first since they have all this info on the band right in front of them. If possible, you should even have a shorter version of your BIO for different occasions. In this way, if they want more info about the band, they will ask. The term “Less is More” is probably one of the truest statements in the music industry.

Compile news clippings, a list of shows you have performed at, internet reprints, and if you have full articles, clip them to the side and clip the important references in another pile. The reason for this is, the recipient needs an overview of all of your accomplishments without having to work it. You can also add other promotional materials such as stickers, buttons, flyers, shirts, etc. but don’t go overboard.

Hopefully by now, you already have a CD. If you don’t, you can stop reading this now cause you’re wasting your time. Go back to the drawing board and make yourself a CD. You’re useless without it!

Add your CD and list down online sources where your MP3’s can be downloaded. You have to make sure that your MP3’s and that your CD is in high quality. This is vital as your first impression. Decide which tracks are the strongest and start with e strongest to the least. The recipient will probably give you 10-20 seconds from the beginning of your CD and if they like what they hear, will skip through songs to hear the rest. Make your first song count.

Make sure that everything you include or say is in all honesty. The music industry is a far smaller medium than what you think and your lie will surface cutting off your chances. If you have no press clippings or articles, be honest. Same as in the press, honesty counts on your benefit.

Destination:

Record Labels don’t like it when you skimp on the details. Make sure your 8” x 10” is included because labels sell bands partly cause of their image. The photo is the first thing that a label will inspect. Add your short BIO and clippings and be ready to have photocopies of the complete articles to send if they ask. Oh, and of course, make sure you include your CD.

Booking Agents are not interested in your bio. In this case, you can definitely use the half page version. Stuff the package with press clippings, especially of your performances. That nice shiny glossy photo should also be included. If you have a live video of your band, make sure to include the web address where it can be viewed. Booking Agents also love to have a link where your music can be downloaded. Be sure to include where they can. Include any other promotional materials that will further invocate their minds into thinking that you are serious and active.

If you’re sending the press kit to reviewers, online or print, make sure that your kit stands out visually. Reviewers are blasted with press kits every week and will not get to most of them but if yours is visually appealing, they’ll take a look and listen to yours first. Your list of gigs and where you have performed is not necessary. Reviewers are more into CD’s than MP3’s bu send a link anyways to where they can listen if ever.

For print, make sure you include the glossy photo, album artwork and liner notes. Explain to them that they can either download the print or that you can provide them with it if they need it. The key aspect here is that your band or story is relevant to their target audience and that you state your case persuasively.

Local College Radios are a great medium to have to get your music heard. Make sure that you include everything to send to them. Remember though to have the visual appeal since most of the College Radio recipients are unpaid and receive massive amounts of pres kits every week. A key ingredient to include is to let them know that you guys are available for interviews at any time.

If you are going to be at music conferences, where you will meet industry heads, you will need something to make you stand out from the herd. Provide a large amount of press kits with CD’s instead of links where to download so they can listen to it onsite. Don’t forget also to attach that glossy photo.

In a music conference situation, networking is the key. Talk to everyone and network to add more contacts to your list. Word of mouth sometimes takes you a lot farther than your pres kit so act accordingly. If you create a good buzz, these people will in turn want to speak with you after the conference so get your trap yapping and meet some people!

The Package:

Your music will be the main focus but the presentation is what gets them to listen to your music in the first place. Your package needs to grab their curiosity. Don’t go overboard though, remember, these people have seen it all and will not be fooled so easy.

A letterhead is a good way to go. Use it for all your printed documents. Use neatly printed labels with contact information just in case it gets separated. Make sure to use a padded envelope and if you have a logo, print it on the envelope. Make sure that whoever you’re sending the press kit to is the right person. Sending your press kit to the wrong person will result in your press kit collecting dust in the corner. Try to make a connection before sending out your press kit to see if you are even part of his/her market so no one is wasting their time.

Follow-up:

The last step in all of this is follow-up. You must be able to follow-up to your package to show concern and that you are active and serious. To do this without wasting time, connect with the person by name. Do what it takes to reconnect, Give them a call, Email, Postcard, or whatever else creative way you can think of. Your persistence will let them know that you are dedicated and serious.

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