How to Make a Press Kit or EPK for your Band
CATEGORIES | Business, Marketing, Music, Music Business
TAGS | Music Business Music Industry Tips for Musicians
Recently, I had an exchange with a new record label owner about his debut artists. He has a roster of 3 solid singer/songwriters, with good recordings, and quality photos/artwork for each. The next step for his label is to break these performing acts onto the regional music scene. This is going to involve introducing his line-up to local venues, music reviewers, press, booking agents and the like. But before he started sending e-mails and making phone calls, I advised him to put together a comprehensive EPK.
Any serious performing artist needs a “resume” of sorts (and it’s more than just a tricked out Myspace page). A lot like a designer’s “portfolio”, the press kit/electronic press kit (commonly referred to as the EPK) is how you present your work to music industry heads you want to do business with. Relationships in the music industry are important, and more artists/managers – presenting a professional EPK is an essential first step. From my role as A&R of Madstop Records, to the manager of my own bands and my arts organization ROK ICT!, I’ve put many an EPK together. It’s what I did before booking shows, or promoting a major release. It wasn’t a needless exercise – a link to the EPK went out with almost every first contact. You can view my jazz EPK at http://www.JaredBrickman.com .
Here’s a checklist of must-have elements for your EPK (much of this list is applicable to a physical press kit):
- Cover page (brief letter of intent, quick quotes from press/reviews, artist photo)
- Artist biography page
- High resolution photos and artwork page
- Video page
- Music equipment/equipment needs & stage plot page
- Demo music page (3 tracks of contrasting style, maybe 1 live; in-browser streaming preferred [with downloads available])
- Press Clippings, review quotes and links
- Booking/Contact page
My Jazz EPK
Let’s get into detail on these items:
Cover Page
For those of you who aren’t doing a one-sheet (a single page with all the above elements [recommended for people with minimal information to share]), the cover page is like your hand shake at an interview. If it’s a wet noodle – your chances of scoring the gig or getting some press go down considerably. Post the freshest photo of your band, and write a quick paragraph that includes your latest accomplishments and some short term goals. If you want to book a tour, say so. Looking for press? Thank the reader in advance for giving your music a listen and considering giving it some ink. For bonus points, add some stand out quotes from recent reviews and press. Also, be sure to note any sponsors/endorsements on this page.
Artist Biography page
This a concise readout on the history of the artist and latest developments. This shouldn’t be a verbose, point for point review of the musician’s life – keep it to information that is relevant to their music career. Don’t forget basics like full names, instruments and (where applicable) origin of band members. Don’t be afraid to update this section often!
High Resolution Photos/Artwork page
On this page, post thumbnails and links to the high resolution versions (vector graphics for logos) of band shots and album/tour artwork. This is not an archive of every show poster ever, or your band photo from 8 years ago. Make sure this page features the photography and artwork related to your most recent album/tour.
Video page
If you have music, tour, or live performance videos, post the most up-to-date on this page. Don’t make visitors download videos to watch them, make sure they’re in some streaming format (Vimeo is my favorite).
Music equipment/needs
This is an essential section for the artist looking to book a tour or performance dates. Make an organized list of all equipment your planning to bring to a gig, and what you’ll be needing from the venue. This includes amps, PA systems, electronic gear, lights, microphones and anything else that will be joining you on the stage (I’ve even seen TVs and VCRs). What would also be helpful would be to create a stage plot, which is a graphic that gives an overhead view of the stage, detailing how your band sets up. Don’t forget to note your gear sponsorships and endorsements on this page (you don’t want your Marshall rep finding out a venue gave you a Peavey guitar amp on stage).
Demo Music page
The guts. The deal breaker. You’re EPK can be the meanest threads to hit the internet, but if your recordings suck – you’ll be passed up quick. If you’re a new artist who doesn’t have any recordings, but wants to start booking some serious gigs, consider dropping the four to five hundred bucks it takes to lay down three good sounding demo tracks. For usability, embed a streaming audio player where the user can listen to music in their web browser. For bonus points, overlay the audio player on each page so they can browse and listen. Don’t put anymore than three of your best tracks on this page unless you’re sharing an album for review.
Press Clippings/Review Quotes page
On this page, list (in descending chronological order) quotes from your favorite reviews/press, with credits. Also, offer up links to all press (listing the name of the publication/outlet) that you’ve received. Also consider listing high profile radio stations and podcasts that are giving your music some play.
Booking/Contact page
The basics: the name of the person who manages press and booking, their phone number, e-mail address and social networks (different people prefer different modes of communication). For maximum effect, list these items in the header or footer of each page in your EPK.
When Building Your EPK, Keep the Following in Mind
- Content is king. Make sure your navigation and content is clear. I’m a fan of minimalist designs that reflect the artist’s brand without distracting me from the content.
- Be concise. People in positions similar to mine may see 100s of EPKs a day. A quick and strong sell on each page is a must. Be concise, not exhausting.
- 110%. Sure, you may show up late on gigs, forget to return phone calls, or play out of tune – but DON’T half-ass your EPK. First impressions are often lasting impressions.
- Be direct. Save the originality and the artistry for your music. Important people who are viewing your EPK are expecting basic information presented in a uniform way. Don’t get creative with section titles or do something extraordinary. Even if it rattles every bone in your artistic body, conform on this one activity.
- Accessible. From a web designer’s perspective, create an EPK that’s going to display properly on all browsers. Your ideal booking agent might be using Internet Explorer 7 (FAIL).
For Musicians who want to create an EPK without the web design hassle:
I recommend SonicBids. It’s basic. It’s easy. People in the music industry are very much used to reviewing SonicBids EPKs.
What About A Physical Press Kit?
Sure! Especially if you’re going to do something creative that stands out (like something that can’t be added to a pile on a desk). However, be sure to clearly list your website, social networks and other facets of your electronic presence. You don’t want anyone to think you’re behind the times.
#1 Rule of Thumb
Keep it updated. Nothing is as foul as receiving an EPK from an artist that has old news in it. You’re sending me your EPK because there is something fresh going on.
In conclusion, the EPK is a quintessential part of being a professional performing artist. Keep it fresh and keep it close at hand in your interactions with the industry. Don’t be afraid to ask people for feedback! Most of all, don’t be afraid to put it out there – you never know who is going to dig it.
Anybody have an EPK they’re particularly proud of? Please share! Mine is: