What is an electronic press kit?
Simply explained, an electronic press kit is a resume. It is the thing that will help you get shows, coverage in the media, and grow your band.
What a press kit is not?
It’s not a CD, list of experience, boring biography, or a drab one sheet that tells people all about “you”!
Are you confused yet? Good.
Let me ask you a question. Have you ever applied for a job and gotten an interview?
What did you do differently than the other 98% of applicant’s? What made you stand out above the crowd? These are the same questions that I’ll help you answer. Let’s lay out the overall goal, then I will show you the fundamentals of a great press kit.
Your press kit is about what you can do for them (vendor, journalist, audience).
In today’s ultra-competitive world, you have about two seconds to communicate your message. People are increasingly getting faster at processing information and that number will probably speed up in the next few years. So, how do you get someone’s attention long enough to prove you are worth their time. Well, it’s a word called “sales”. Yep… You want to create a sales letter that is in the shape and form of an EPK. It might look like a press kit but every element is there to sell.
How do you make an EPK that sells?
Here are the four elements of a great sales letter:
- Understand A Readers Problem
- Solve Problem
Now, let’s look at the traditional elements of an EPK:
- Music/Music Video
- Press Coverage
- One Sheet Summary
- Song Summary
How do you get these elements combined to create the ultimate EPK?
First, you want to have an amazing photo. What this does is prove you are real, describe who you are, and what you stand for. If you can afford it find a professional photographer to take photos of you. Express to the photographer that you want to convey a message in the photo and they should help you with this. Don’t have a friend take a photo with a smartphone. You want to have a professional quality photograph.
2. Header With A Tagline.
Create a header that is the band name and then a one sentence (shorter the better) tagline. You want the tagline to describe you and get people’s attention to read further.
Most people put press on the bottom, but you want to show people you matter. Put your press quotes, sources, and links high on the page. What this does is give social proof that you matter. It also doesn’t matter how big or small. Just make sure you have a link to the article to make it as easy as possible to view where you are mentioned. Including a promoter review is a huge plus too (as long as it is positive).
This is a bio that is more of a quick sales summary. You want to describe the type of person you are. Give a quick history and talk about how you are a benefit to the venue. You want to provide every reason why someone should hire you.
Quick tip: Call up a vendor and find out how they hire acts. Find out the issues they face when hiring a band.
Now, when you are writing your summary, briefly describe the style of music. Also, describe the type of customer you will bring in. Write about how you solve problems [one], [two], and [three] for the vendor.
5. Music Video – Put a music video up that represents you. If you don’t have one, create one. Here’s how. Contact a local video production company and find out what it would take for them to film a music video. If you have the money, do it professionally. If you don’t have a ton of money, the best thing to do is to contact a local college with a video department. See if you can find a talented student to do the work at a discount rate. Students will want to have a portfolio piece and they have top equipment that will make your video look very professional.
6. Mp3 – You can post a live feed from soundcloud on your website. This will allow someone to play your music. You should post the top 3 or 4 songs, no more. You want to give someone viewing your EPK an idea of your music, but you don’t need to overwhelm them with too much music.
7. Bio – This doesn’t necessarily need to be there. But if you must keep it short. Usually this is covered in the summary, and if you write your summary right you shouldn’t need a bio. If you really want a bio put it on a downloadable link when someone downloads your mp3 or record history.
- Put several buttons on the EPK page that say “book this band”. It will allow someone to book you through a contact form.
- You want to sell yourself through your EPK, but you do not want to sound like a super sales letter. Be authentic.
- You may want to create a different EPK for each outlet. (media, venue, other opportunities).
This is the ultimate EPK and if you create anything like it you will be ahead of the fold. Now that you have an stellar EPK it’s time to reach out and book a show. Continue to the next chapter to learn how to book gigs and get paid! Keep on rockin.