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Monday, December 10th, 2007
The Artist Press Kit
What is an artist press kit and what is it used for?
By definition, a press kit is a package of promotional materials that includes a review copy of your album/CD, demo, or official album release. Different versions of the press kit include materials suited for different recipients, as in music columnists, promoters, radio programmers or A&R representatives.
The artist press kit is also known as a media kit or publicity package and its most important component is the biography (covered in part one). It is used for music promotion, music publicity, booking agents, and artist promotion whether or not the artist is trying to secure a major record deal or not.
The press kit serves as a vital part of any musician's career. It would be sent to any venue in which you are trying to secure a performance gig. You would send it to a booking agent if you wanted them to have you appear to perform. The booking agent would use your press kit to determine whether or not you would be a good fit for their venue.
The press kit can (and should) also be used to reach out to media outlets like newspapers, magazines (online and print), radio stations (i.e. program directors, disc jockeys), news stations, and other places where press and publicity can be sought. In fact, before making appearance anywhere, I suggest sending out your press kit at least one week in advance of your arrival to all local media to generate an interest and buzz -- whether or not they contact you or not, at least they know you're coming and will watch for you.
The Goal of a Press Kit
* Factual Information. This would be when you would send out your kit to newspapers/magazines so that journalists/music reviewers have enough information in which to base an article or review on.
* Editorial Information. In this instance, the editorial content of your press kit, especially your bio, gives you enough room for a certain element of "hype."
* Ultimately. The end result of a press kit is to generate interest for the artist. It is the "face" of the artist -- the salesman that pitches the performer. So your press kit should be one of two things: 1) a promotional package full of existing press or 2) a promotional package for the press.
What should be in my press kit?
Your press kit should consist of at least your bio, a fact sheet, a promotional photo, and reprints of press clippings. Additionally, depending on the span of your career and the purpose for which you're sending out the kit (i.e. to secure a gig, to obtain air-play, to get a deal), your press kit should also include a song list, lyric sheet, reports of air play, quote sheet, business card, previous album covers, and other promotional products. All of this should be accompanied by either a review album, demo or official release CD and enclosed in an envelope or folder.
Basically the breakdown works like this:
* The Cover Sheet/Letter
This cover will depend on to whom you're sending the press kit and for what purpose but each and every press kit should have one. It should be eye-catching and to-the-point and introduce yourself and your music and why you're sending the press kit. Include in your cover letter your name, phone number, email address. physical address, website URL, and any other contact information (for managers, publicists) as appropriate.
Typically the cover letter will be written by the artist's manger or (more appropriately) the artist's publicist and should appear very professional. If you do not have a manager or publicist, you can write the letter yourself, just make sure it is concise and factual. To see a sample cover letter, click here.
* The Artist Bio
See part one.
* Artist Pictures
If you are serious about your career, you should have some professional 8x10's of yourself (or your group). The better the picture quality, the more seriously someone is going to take you as an artist and the more important you are likely to appear and in the industry, appearance is key. Smaller shots may also be included
* Press Clippings
If you are already an established artist you should have press clippings to include in your press kit. If not, don't fret. The purpose of your press kit is to generate press so if you don't have any, don't worry.
* Fact Sheet
Your fact sheet should be purely informational and contain no "buzz words" or hyperbole. It should include your name, hometown, any previous album/mixtape inclusions, touring dates, performance appearances (including openings), contact information for management and publicist and other key players.
The fact sheet can contain almost anything that you consider relevant information as long as it is, indeed, factual. So saying, "[Artist name] completely entranced a packed house at [venue name] last month in [venue location]" is a no-no. On the other hand, saying, "[Artist name] just completed a six-city tour of Florida, selling out each venue," would be okay as long as you really did finish a six-city tour and it did sell out (even if selling out meant selling all 30 tickets that were available).
Basically, just make sure your fact sheet contains only facts.Now, that's just basics. Other stuff you may want to consider including is a very formal business card for yourself if you have one (not a glossy, hyped card but a professional-I'm-serious-about-my-career card) or your manager/publicist's card. Additionally, if anyone "famous" or of note in the industry (locally or nationally) has ever said something quotable about you, you could include a quote sheet and include one (two at the most) fan quotes about yourself.
How do I present my press kit?
Placing all the relevant components of your press kit into a standard two-pocket folder and then placing it inside a mailing envelope is your best approach. Include your album inside the folder and place an inexpensively printed sticker with your artist logo/name on the outside. Remember, your press kit is not about flash, it's about professionalism and facts.
Who/what/when/where/why do I send my press kit?
Send it to everyone who can positively affect your career whenever you are trying to make forward progress because you're serious about your career. Where to send it specifically is entirely up to you. Getting a publicist who has a network of addresses is always an option -- getting a team that supports you (manager, publicist, and attorney) is an even better option. I'm not going to give out any addresses myself, but I will tell you that with the correct application of determination and research skill, it's not hard to figure out.
Kornika, will you be my publicist?
Sure feel free to use the contact information from my profile page, but I'm pretty expensive.
Seriously though, if you want to make it in the industry, your talent and love will dictate that you also take a professional approach to the "game." It's as simple as that.
Remember, knowledge is only the first step towards application.
Stay tuned for Part III: Performances and the Performance Contract.
That is all.
-Kornika
| Posted By Kornika @ 10:31 PM
Author's site: http://myspace.com/kornika
| [Comment on this blog post] |
| BlueAngel's comment posted July 24th @ 5:36 PM:
To comment, what we find best for press kits for us to use to approach
potential clients is a good looking 2 pocket folder with a business card
from us the agent. A Pic of the act either an original or a
good laser copy and please
no photo copies of pictures, there are way to many of those going to
agents and venues. A Bio no longer then one page of who you are,
Style of music you
represent, who your influences are in the music business and your
accomplishments. If you have an independant record label,
management company and contact or at least a contact. Again too
many kits come to us with no contact. You must include a song list
covers and originals, Any press on you in the last 3 years. Newspaper
articles, pictures always try to get your self into the position at music
events to have your picture taken with an artist performing backstage
or at autograph signing. You can use that to send to local magazines,
get your face in the media, in the kit you will have either a 3 song
demo or full CD that is some what of quality, or a 5 min DVD of you
performing professionally recorded not by one of your friends. Spend
the money to invest in yourself. NO one will keep it in their player if it's
bad sound or picture. Agents we get way too many of those. When you
make arrangements for press coverage you only send them nice cover
2 pockets with a business card contact management or
leader of
band right side has picture and left side has bio and CD if you
have thats it. Media does not need anything else. One of the most
fantastic ideas we can suggest that works for us is comp cards like the
models use they are brilliant. Band picture professional with short bio
and contact info on back. They can be sent out or dropped off
anywhere for
possible shows. Most important you as an artist follow up one week
after you send it out to see if it's been reviewed by agent or event or
media. Also remember when you contact any media they are looking
for a story for their readers. If your local contact your local papers and
add those articles to the kit. Your Kit is a reflection of you. Makin Your
Musical Dreams Come True
Commentors site: http://www.bluangel.com |
| isaacdeal's comment posted December 12th @ 3:11 PM:
although its always good to hear peoples preferences
when receiving/ approaches when sending "press kits",
I still wonder. Does all that stuff really apply anymore? it seems like a very dated idea that you need a huge bulky press kit with clippings, pictures, etc.
my experience, and more often what i hear from promoters, and especially radio music directors, is that a large press kit is not only unnecessary but may even hurt you. its such an annoyance to receive them that there probably tossed immediately. you've got to remember, your not the only person sending them stuff and they're getting a lot of packages everyday, so it's
best to keep your send outs SIMPLE!
one page and one CD. include your contact and website
and they can find more info if the music peaks there interest. as well you can fill them in with relevant info(tour dates/creds) when you do follow up emails, which is always better than calling.
no offense to this blog, I'm sure that at some level/in some markets, a large, all encompassing press kit works and may even be vital. but just to give a different side of it, when your a self promoting/ indie/ up-and-comer/ whatever, its best to direct all focus to the music itself. concentrate on your live show, and recording as opposed to collecting hype and trying to look important when your not.
just another perspective.
Commentors site: http://www.myspace.com/avatarhotel |
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