Band Press Kits
Band Press Kits are an integral part of any musicians band or music career. Sometimes they are referred to as media kits, promo packs or an artist bio. Band Press Kits are used for music promotion, music publicity, booking agents, and band promotion.
In the music business, the folder that contains your photo, bio, press clippings and demo tape/CD, is called your press kit or press package. This same package goes to record companies, agents, attorneys and the media. So it better look good and contain everything you need others to know—without giving them a week's worth of reading materials. Basically, you would send your press kit and demo to a venue if you want to secure a gig or show for your band. Press Kits are also given to booking agents to book your band or act. They go to Reporters, Media people, Public Relations Firms, Record Company A&R Executives, Booking Agents, Club Owners, etc. They would take a copy of your press kit and demo and decide if they want your indie music act. Its your press kit that represents the band to these people before they meet you in person, and your press kit is in part greatly responsible for their decision to take the next step or pass on the band. With so much riding on the artist press kit its important to get it right. As someone who has read through countless press packages and listened to hundreds of demos, my focus is very specific — I'm listening for great songs and I want to know about the artist. Unfortunately, I don't have time to read a book of miscellaneous press clippings and scattered information, and that's often what unsigned artists send in. I listen to about four songs on the demo, and look through the bio, equipment list, song list, gig sheet, photo's and pages of info/clips in each press kit. That's it.
It seems amazing how many people put insignificant material in the front of the press kit, but if you page through to the end, you find out that this unsigned band opened for several major acts, they pre-sell 200 tickets a show in their local area, their music is being played on 15 CMJ stations and two commercial stations, they have press from local papers and music magazines, their e-mail database of fans is 5,000 and they've sold over 5,000 CDs on CDBaby.com, Amazon.com and more on the road. Don't bury this info at the back of your press kit!!!
A CLOSER LOOK AT THE PRESS KIT
By definition, a press kit is a package of promotional materials that generally accompanies a review copy of an album release or demo tape. Different versions of the press kit include materials suited for different recipients, as in music columnists, promoters, radio programmers, or a&r reps. The goal of the press kit is twofold: The factual information within is sufficient for journalists to base an article or review upon, while the editorial content of the artist's biography leaves enough room for a certain element of hype--above all else, the end result of the press kit is to generate real interest for the artist. The press kit serves as the "mouthpiece," the salesman pitching the performer du jour.
You can consider a press kit, then, to be either of two things: a), a promo package full of existing press, a promo package for the press. For a larger, national act, a press kit contains many reprints of interviews, reviews, and articles; a representation of the overall persona of the performer. In this case, the purpose is more likely to promote a new release, a new tour, or perhaps put a new spin on the artist's public image--maybe even an attempt to completely overhaul an image. For the as-yet-undiscovered act, though, the press kit is a much different animal: rather than compiling review and interview clippings, its mission is to generate some of these write-ups. As well, the press kit for a start-up act is the promotional device used to get the first live bookings, radio play, reviews, and to "shop" for the goal of every hungry artist: that huge record deal.
Is it Hype? Is it Fact?
For the established act, certainly, the press kit is much more a compilation of existing reviews, write-ups, interviews, and such. However, let's just assume that the majority of you out there are still trying to land that crucial first night opening slot, and the reviews from the "basement party you rocked last weekend" don't look exactly awe-inspiring on the printed page. How can you possibly hype yourself in the same manner as bigger acts with a backlog of glowing reviews and snappily edited interviews?
First off, just forget that concept of hype for a moment. Yes, like every other aspect of your career, there is plenty of room in your promotional presentation for sheer, unadulterated hype. For the most part, however, you need to bear in mind that at this stage of your professional career, just getting out the raw information is absolutely crucial. I realize that this will be an entirely new way of thinking, compared to the "must be on stage all the time, must be a master showman" mentality, but: It's time to start thinking of yourself as more of a newscaster than a talk-show host.
Consider this: Yes, without question, the general public responds to hype, cheap gimmicks, fads, hucksterism, and relentless hyperbole. For most performers, in fact, these are the key components of a successful rise to stardom (musical talent be damned). I'm all for it, bring on the sideshow - rock me! Unfortunately, though, at this level, the general public isn't your target audience - bored, jaded, "seen-it-all" been there done that music business professionals are. Not to say that everyone who receives your promo package is entirely immune to hype tactics, but for the most part...you're probably not going to be able to fool them into believing that you are "the next big thing," based on your biographical skills alone.
In addition to the countless packages received from complete unknowns daily, nearly everyone at every level of the music business is constantly bombarded with press releases, gimmicks, the latest "hottest new act of the year," all crafted by some of the most clever advertising execs in the country. That sort of hype is unstoppable, unbeatable, and frankly, numbing. You can gauge for yourself; just consider how much you find yourself listening to glowing reviews and the like, in magazines, on television, over the Internet, you name it. Now, can you put yourself in the position of someone who is immersed in this hype machine for a living, like a local club promoter, a artist manager, booking agent, an a&r rep for a big label? Face it, it's extremely difficult to compete with the big-label, big-money promotional machine!
More importantly, you've got to redefine your conception of who your target audience is: music industry professionals are now prospective business partners, not potential new fans. This is, indeed, the music business, and that's exactly how it needs to be approached - you're not trying to sell tickets or t-shirts to your industry contacts, rather, you are asking them to enter into a high-risk financial arrangement with you.
CREATING A SUCCESSFUL PRESSKIT
- Cover Letter - The cover of your press kit should introduce your band and tell the venue or booking agent, etc what type of music you play. It should display your Band Logo and be Eye Catching so it stands out in the crowd. Use a to the point manner. Always add your contact information whenever possible. Include your Name, Band Name, Phone number, Address, E-mail address, Web site URL, and any other contact info necessary.
- Artist Bio Page or Intro Page - Introduce your band, tell your genre of music, names of the members, specific info about each member and your band, your style of music and musical influences, how many people in the band, name some quality clubs that you have played, and what areas or cities do you perform in or are willing to perform in. Does your act have a sound system and sound man for live performances or will the venue need to provide one? Does your band have lights or a light show? Someone to run the light show? Do you sell demo's and promotional materials at your venues, Highlight this information and any key characteristics about your act. Include your Fan Base, (Do you have one?). Are you a Tribute band, Original band, Acoustic act? Remember in most cases for your band to make money or get another gig at a club, you must bring in people to see the show. So if you don't have a fan base, Reflect upon how you will promote the show on your web site, or send flyers to the venue. .Like everything else in your press package, this letter should also be short, to the point, and very pro. It should explain, in a few paragraphs, who you are, why you sent the package and what you expect
- Band Pictures - We need to spend a few minutes talking about the photos you're putting in your press packages. Do they really represent you? Do they somehow depict the kind of music you play? Do they look pro? Do not, for example, stand in front of a forest so we can't distinguish you from the trees. Do not wear a watch or be photographed in front of a calendar so the photo is dated a week later. Do not stand in front of a black curtain or backdrop wearing all black; you'll come out with a head and no body. Try to look like the music you're playing. Don't wear rainbow-colored clothes if you're in a metal band—look dark and evil, like the music. Ozzy Osbourne always looks like his music! The Rolling Stones always look like trouble-making rock & rollers! The Grateful Dead always looked and dressed like hippies on pot! And so did their enormous audience. Remember that you want to help the consumers in identifying you and your music, not confuse them. If you are serious about your band, you'll want to get some Professional 8x10's taken of your act. The better the Picture quality, the more seriously someone important may look into your press kit. If you can not afford professional taken pictures, blow up some of your best band pics to 8x10. Smaller individual shots of band members could be displayed, with a description of the picture. Use your imagination. You may even want to include your best picture on your cover.
- Equipment Page - If you did not cover equipment in your Artist Bio above, this is the place to do it. List the types of equipment your band will bring to the venue. Include Brand names, wattage of amps, whether you have a PA system, Mics, etc. If you don't own a PA, target clubs that have there own PA. But, be aware that you need someone to run the PA, so find out what they charge for their sound guy, and whether you can bring your own. Does your band have lights and someone to run them too? All this info should be included in your equipment page of your press kit.
- Booking Information - Have a page with contact Names, Phone, Web address, Fax, and E-mail address so the venue can find the info quickly. It's best to have Booking Info all through your press package. Also, include booking info on your bands demo CD's or Tapes that you send with your kit. If You have a manager be sure to include your managers information as well through out your press kit.
- Demo CD / Tape - A venue or club will want to hear what they are paying for. Create a demo CD or tape with usually no more than 6 Songs. Use your best material. Place a label on your CD with your song titles, and all your booking information. In case the Club owner etc. would lose your press kit and only had your CD, he would still be able to contact you. Make your CD/Tape look and sound as professional as possible. This will get the venue's attention, and make them listen to your material and possibly book your act. Same holds true for record company's.
- Song List - Place a list of some of the material your band performs in your press kit. Include a list of your best Cover Songs, Original Music, and any other material you may want to add.
- Gig Sheet - Include a gig sheet of where you have played or where your band will be gigging in the future.
- Newspaper Clippings / Reviews - Obviously if your local band or act is just starting out you will not have clippings just yet. But, why not contact your local municipal paper, college paper, city paper, etc, and see if they would cover one of your shows. You would be surprised at the response you can get, especially from local municipal or school newspapers. Include any copies of Newspaper Clippings in your press kit. This shows credibility and that your an established act.
- Business Cards - Include your bands business card in your press kit. If you do not have any, you can get them made at many copy stores or make them on a computer, programs like Microsoft Word, or Word Perfect are great for making Business cards and most Computer word processors include business card templates. They can be made fairly easy with a printer and business card paper. Always give your business card out at shows. You never know what person in the crowd may have significant contacts. Include Band Name, Contact Name, Phone, Web site URL, E-mail address, and any eye catching fonts or graphics (if possible) on all your Band Business Cards.
- Envelope - Even your Envelope for your Press Kit should catch the club owner or bookers eye. Use a loud color, or place stickers on your envelope that may catch a venue owners eye. Your band may want to be more conservative with submissions to record companies, but you need to be inventive and get them to open your press kit and listen to your bands demos.
Sometimes it will take months to hear back from these people, even with follow-up phone calls. Don't give up. Don't get frustrated. Remember that they're getting the same kinds of packages from hundreds of other people around the world, and you're probably not at the top of their list.
With Record Companies try to make connections at as many labels as possible, so you can submit enough packages and get a fair appraisal of your material. At the very least, you'll be able to reach and speak with an assistant or secretary who'll be able to tell you if your package was received. Almost all labels now log in packages on their computers with a date and the name of the artist.
These press packages are your calling cards for your career in the music business. They can be used to solicit a personal manager, agent, publisher, club gig, record label or just about anyone in the industry. So as long as you're taking the time to put one together, do yourself a favor and do it like a professional.
SAMPLE LETTER
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