One of the biggest mistakes I’ve seen made by bands and artists today is underestimating the importance of a professional promotion kit. Your promo kit, also known as a press kit or media kit, is probably one of the most important elements in an artist’s initial introduction to venues, promoters, and most importantly, record companies. The first impression is very important in the music business. Some artists just don’t get it! With the huge influx of CDs and packages that record companies receive on a daily basis … and most noticing the inside of the trash can on the receptionist’s desk, it is vital that your package stands out from the crowd and distinguishes it. from the rest as a true professional whose package is worth checking out and a CD worth listening to as well.
When preparing your press kit, you must find all the possible elements that distinguish it from the masses. Putting together a bunch of poor quality copies, unprofessional photos, and a poorly written copy and bio, all in a flimsy folder, is not going to be enough. The press kit is a representation and extension of you. If it’s a bunch of sloppy papers, that’s exactly what comes out. On the other hand, if it’s a well-organized presentation, you’ll come off like a pro.
Some of the elements that need to be considered when putting together your kit are things like theme, concept, and design. You should come up with a concept and theme for the kit, one that is memorable and that basically ties all the pages together in some form of continuity. A theme could be based on the name of the artists or bands. For example, if the band name is “Orange Freedom”, the color scheme could be orange, the paper or text or icons could be orange. I am aware that this particular example may seem a bit childish, but I think you get the basic idea. Remember that you want the name of the band to be memorable. Just to give you another example, we recently showed one of our acts called “Uncle Plum” in New York City in front of 4 major record labels. On the day of the show, one of our interns took a taxi around town and handed out a reminder to each A&R and record executive invited to the show. Along with the cleverly written reminder invitation to the exhibition, she quickly left a basket of plums for each record executive. It may sound silly … but it works.
Part of your concept should also be a professionally designed logo. A logo is very important and should be something easy to remember and contain the elements of your overall concept.
Using professional packaging for your media kit is also vitally important. The binder should be strong and not easily damaged. It wouldn’t hurt to use a folder in the same color as the band’s logo one more time to give continuity. Although these types of wallets can be expensive … sometimes a few dollars each, it is definitely money well spent.
A professional photo is definitely a must in your kit, maybe even some photos. If you are a band, you will need the band’s 8 * x 10 * black and white glow and also individual photos of each band member included in the bio section that we will discuss later. A high-quality professional photo is a must. Having friends or family take a snapshot will not be enough either. Photo is one area where you can’t afford to try and save a few bucks. You need to shop around for a professional photographer to do this. I cannot stress enough the importance of this. If you have the budget, hiring a stylish music industry professional to touch up your image might not be a bad idea either. Although I realize that for most bands this can be cost prohibitive.
The writing section must contain two elements; your biography or the biography of the band member; These should be short and concise. Don’t go crazy with a long and detailed bio. Labels and others just don’t have time to read it, so they will just skip it. There you may lose the ability to provide information to the recipient of the kit that may be of benefit to you. Include things like your influences and other industry experience. They don’t really care much about your baby picture or what you did when you were six, unless of course you were a childlike sensation at the time. Your data sheet; This should contain any press articles or rave reviews you have received, such as tours, radio broadcasts, reviews, good sales figures on an independent release, etc. You can also include GOOD COPIES of any article, interview, or magazine or newspaper review. Each page of your press kit should include your or your manager’s contact information and your website URL. Be honest and keep it as short and sweet as possible.
Now for the most important item in your kit … your music. Includes a professionally recorded demo of your top 3 songs. No more than three. The format must be on CD only. Store your disc in a professionally labeled case that includes your theme, contact information, and logo. It is important that the presentation of your CD is as professional as possible. It is good to have a separate pocket in your folder to store the CD, so that there is no chance of it being dropped or lost. It’s better content that way. Or as we have done on occasion with some of our kits, use Velcro to attach the case to the inside back of the binder.
Now, in summary, these are the elements to include:
* Create a theme and concept
* Design a professional logo
* Please use professional packaging.
* 8 “x 10” glossy black and white promotional photo
* Individual photos of band members, if applicable
* Biography of the artist or band
* Datasheet … favorable reviews and quotes
* Additional press … reviews, interviews, articles
* 3 song CD demo
Your press kit is your representation when you are not there. Don’t take it lightly. Please check it thoroughly for errors and content and be diligent. If your kit is special, it will stand out and labels, venues, and music media will take notice. GOOD LUCK!