A press kit is a great way to share your music and your identity with music industry professionals. Is your track, EP, or album ready or already released? A good press kit is your ally! If your music is great and the story of your project is unique, then you have good chances of getting great exposure. Make your project even more attractive! Creating a press kit will push you to know more about your own project.
1. What is a press kit?
A press kit is a strategic seduction tool and an opportunity to make a good first impression. It is the moment to showcase your project and everything that happens around it. You can see it as a great ally when promoting an EP release, an album, etc., especially for an independent artist!
What is your story and how are you going to tell it? The press kit will help you do this, starting with storytelling, or narrative communication. Your project is your story (or the one you choose to make your own), and people love stories because they are timeless. Your story will follow you everywhere and it can change and evolve. It’s the common thread of your musical project.
The first words in your press kit are almost as important as the first musical notes in your song. You must immediately hook your readers to keep reading. It all starts with a title, a font, colors and a photo; stand out! Put your strong points forward but always keep a little bit of mystery… A press kit can be a very creative project if you let your imagination run wild. The idea is to create a whole universe around your music. Your fans won’t just listen to a piece of music, they’ll listen to you.
However, keep in mind that this tool is not for your fans, but for the music industry. Therefore, it must have all the information that a media, label, publisher, radio, touring company, etc. would need to know.
Personalize the press kit for who you are sending it to! Once your press kit is ready, review it thoroughly before sending it to all your contacts. You are addressing individuals who each have a different sensibility, different tastes, and different professions. Be strategic: who is your audience and what do you expect from this person?
2. What should you put in a press kit?
Make your layout airy and pleasant to read. It should contain your biography, professional photos of you in the context of the project, your music (be careful which media player you use, ideally a Soundcloud or Youtube link is best so that everyone can listen), clips/live videos (good quality), the biggest press coverage, important concert dates (upcoming or past shows) prizes won, etc. and, finally, contact information.
Talk about all the people who worked on the project, from the production to the people who supported the work.
In general, prioritize the facts from the biggest to the smallest.
As far as videos are concerned, if you are lucky enough to have a nice live session or an interview, showcase this. Establish the difference between live recordings and live sessions (prepared for a media → sofar, kexp, etc.).
For your press coverage (web & paper), put forth the most important ones! Never forget to include screenshots, photocopies or scans of your best coverage in this part of the document. For radios, you can mention them all. Blog articles come last.
As far as concerts are concerned, list your upcoming and past concerts and try to mention only professional live shows. If the file of your live video is too heavy, put a Dropbox or Youtube link to keep the video in great quality (both the visuals and the audio).
What you need to include in your contact information:
- links to your social networks
- links to your streaming platforms
- your email address
- your telephone number
For online resources to make your press kit, check out Canva. Canva is a document design tool that allows you to make a nice press kit easily. All you have to do is create an account and it’s free. There is also Indesign but this one requires more skill. Or if you can afford it, you can always hire a graphic designer!
3. Who should write your biography for your press kit ?
It’s a good question to ask yourself; in your biography, you should be concise and not dwell too much on your personal life. The idea is to convey the atmosphere and the intentions of the project. If you have beautiful writing skills, of course, write it yourself! Just try to have it proofread so that there are no spelling mistakes, etc.
If you don’t feel comfortable writing it yourself, get someone else to write it. To give you an estimate of price, for a volunteer journalist on a blog who usually doesn’t get paid, the prices are around 100 euros. For a national press journalist, it’s more like 1,000 euros. When someone else is responsible for telling your story, it’s also a good way to learn about the impressions people get about you and your music.
| Read also: How to write a good biography to promote your music?
4. Are you impressed with your own press kit? Or are you afraid you lack the elements to show off?
Don’t panic, you can start with one page presenting the project. It is imperative to have a press photo (a quality photo that puts a visual to your musical universe), your name, your biography, one or more link(s) to your social networks and listening platforms. If you already have an entourage, mention your label, publisher, etc. at the very top of the page. Then your name, a press photo, your biography, radios and articles if you have any, links to listening platforms (a Smart Link for example).
Remember to be creative, especially in this small format!
5. The final step for the perfect press kit
Never forget that your music is the priority! Build up your project slowly if you have to, but with intention!
Now what should you do with your press kit? You can put it on your website, use it to contact labels, publishers, bookers, managers. Avoid sending your press kit spontaneously to media and radio stations. It is better to wait until they ask you for it.
You can also use Groover to contact media and radio stations who can give you exposure and write articles about your project, allowing you to expand your press kit and contact more and more important influencers in the music industry, increasing your credibility.