Crafting the perfect press kitApril 4, 2011

A press kit – also referred to as a media kit – is an artist’s best friend when it comes to scoring publicity from the media. It serves many purposes from gaining interviews, to receiving editorial and published press releases.

Sadly most musicians’ press kits are either thrown in the trash for being badly written, or simply being handed to the wrong person. Make yours shine above the rest by using these tips for mastering the art of the press kit.

What to include in a press kit:

• Cover letter (to accompany the press kit): A cover letter is not something to be taken lightly. This is the first thing the recipient reads so make a good impression. Avoid generic templates and address it specifically to whom the kit is aimed to. Explain your band and your affiliation with the project. Explain how to use the press kit and list the types of publicity you’d like to achieve – you don’t get what you don’t ask for. Be direct, use dot points if need be and invite a response.

• Images: Good quality artist photos,  cover art and logos are a must. And be sure that it will work for a variety of media. Include at least two stylized pics of your band in both portrait and landscape orientations. Make sure your photos are high resolution and be prepared to send them through in different file formats – this is really important or your photos will be deemed unusable and will not be included with your editorial otherwise. Remember to use professional artist photos because something taken from your Facebook profile might not be suitable.

• Press clippings: These can be photocopied or screen capped reviews that you have received in the past from other media ouetlets. Draw upon your previous events and/or releases as these can be used to assist in your biography. Use this to your advantage to prove there is pre-existing demand for your band and that other media are interested. Alternatively, you can have a list of great quotes from notable media outlets about the artist, and be sure to add the issue number, date or URL to give the quote weight for authentication.
• Demo: Include the best one or two tracks to really draw the attention of the recipient- it may be a new single or a fan favourite. Be sure that these are high quality recordings. Even if you are ‘low-fi’ band your recordings must be up to standard. Put these in order of what you want them to be listened to so start off with your strongest track. You have 30 seconds to make an impression so make it worth their time. Also remember to title your tracks! If you forget, not only will your songs be dumped into an ‘untitled’ folder where it is likely to be lost it also looks unprofessional.

• Press Release: read our article on how to write a great press release here.

• Sweetener: This can be anything to sweeten the deal including free tickets, drink cards, access all areas passes, a meet and greet with or a fun usable gimmick. Try to personalise these where possible so they do not fall into the wrong hands.

• Biography: Keep this as short and sweet as possible. Be creative and include:
  • Your band name
  • A definition of your style
  • A quote from the media or prominent person in the industry (if applicable)
  • Current ventures (recording new EP, touring)
  • New releases and  release dates
  • Past, current and future promotional activities, background, past experiences and accomplishments; and mention a development plan if you have one
  • Keep all of this within one page!
• Upcoming shows and activities: make sure you list these so the media outlet can promote your upcoming releases, tours and launches and give you as much publicity as possible.
• Discography: if your act has a significant or impressive discography, be sure to list your pass singles, EPs, LPs and music videos, including information about radio rotation, charts and awards.
• Contact details: this may sound common sense, but is often missed! Make sure you list the act’s email, websites (social media and own dot com) as well as several phone numbers. Be sure to update these if you add more social network profiles or change numbers.

Other things to remember:

• The trick is to make your press kit as easy to use as possible so that the recipient has to do the least amount of work as possible.
• Incorporate your band’s branding strategy (colours, themes, logos) in all areas of the press kit.
• Separate things into folders for easy navigation.
• Personalise each press kit targeting your recipient and only include what is necessary.
• Mark your contact details on EVERYTHING that is included in the press kit in the header or footer.
• Do your research and find out who the best recipient will be. Once sent follow up with a phone call or an email within 3-7 working days.

By Valleyarm intern Selenna Nieva