Press Kit Basics Recap

Instructed by Danielle Thomas, manager White Ghost Shivers and The Jungle Rockers; owner, Big Green House Presents

These days, �press kits� are digital, not paper.  �EPKs� (electronic press kits) and sonicbids.com are the industry standard.  (It�s really more like a �promotion kit.�)

Although there is a modest fee to subscribe to Sonic Bids, it�s the format that�s expected.  Sonic Bids is easy to use, and it will help you market yourself better. 

Danielle said that she doesn�t use paper press kits unless specifically requested (which is rare), and she conducts almost all her correspondence via email. 

However, you can save a little dough by printing your press kit as an 11x17� (folded so there�s four pages) two-sided with black ink on colored paper.  Danielle recommended Quantum Mail, a printing company in Austin, for their great service and prices. 

Artist imaging is important.  Your logo, graphics and photos should be professionally done and reflect your image accurately. 

Use lively descriptions of your music in your bio and promo materials.  (Check out the links to Danielle�s bands for some examples.)  Paint a picture of what the band sounds like and what makes them unique. 

�Bio� is really a misnomer.  Think of your bio as a �positioning statement.�  No one wants to read boring chronological facts about an artist if it has no relation to your music. 

Don�t pay for photos.  There are a lot of creative people in Austin just starting out, and many will work for free to build their portfolios.  Try posting an ad on Craig�s List.  (Make it sound like a cool assignment even though it doesn�t pay�experience photographing musical acts, creative freedom, build portfolio, etc.)  If you�re not satisfied with the results, keep trying until you get something you like.  Digital shots are preferred.

If you�re just getting started and don�t have any real press or great quotes about you or your band, solicit club owners/talent buyers, radio station folks, fans, members of bands you like or anyone really for a good quote about you.  You can even quote comments from your MySpace page.

Danielle encouraged the group to be authentic in correspondence with venues, press, etc.  That doesn�t mean be unprofessional, but it�s OK to let your personality come through.  If you can build a rapport with someone, it doesn�t hurt.

It�s also helpful to mention any connection you may have with the person you�re writing to.  (i.e., �Our good friends The Jungle Rockers played at your club, and they had great things to say about the staff and what a cool room it is,� etc.)

Another important point correspondence-wise, don�t feel like you�re not on the same level or asking for a hand-out.  Bands bring people to clubs, and interesting content makes people read magazines and newspapers. 

Emphasize what you DO have to offer and why you�re a good fit for the venue or media outlet.  (It helps if you do a little research beforehand to learn what they typically feature.)

When contacting editors/writers for media coverage, be professional, polite, and demonstrate that you have a clue as to what they typically cover and might be of interest to their readers.  It�s often helpful to ask, �What can I do/provide/help you with, etc. in order to get our CD reviewed, be interviewed, etc.?�  Make it easy for them to provide what you want. 

Your MySpace page is not a proper substitute for a website or EPK.  You should have all three.

That being said, know how to maximize your MySpace page. 

Number of friends (approve everyone), listens and visits is an indicator of an artist�s popularity. 

It�s good to have a lot of shows on your schedule.  Duh.  It impresses people when you play a lot.

Use the blog to communicate and connect with fans (how to buy your latest CD, free downloads, amusing stories from the road, etc.).  If you regularly provide something interesting, it will keep folks coming back and provide �stickiness.� 

Choose your top friends wisely.  Select clubs you�ve played at, media outlets you relate to or who have featured you, artists you admire, etc.  (Post your girlfriend or Tilo Tequila on your personal page.)

Edit your comments so the best rise to the top.  It�s what people will see, and it can be a great selling point if you have a lot of enthusiastic messages from fans. 

Ask other artists you are (actually) friends with to feature you as a top friend if you feature them.  Post comments on other sites to gain interest in yours.

Don�t make your page overly busy with too-fancy backgrounds.  (It�s annoying when the background obscures the content.) You�re fine if you use the basic page format and jazz up the colors and provide interesting content.

Include lots of photos, professional and some of the band just hanging out and having fun.  Shots from the road or recording sessions also work well.

Sonic Bids� format covers the most common press kit elements.  For more info, there are a number of articles at the following sites about what elements constitute a press kit (among other subjects related to music marketing):

Star Polish

Music Dish

Texas Music Office  (see VII. "Business Guides")

Music Biz Academy