Creating A Press Kit That Works
Find out what the industry is really looking for in band media kits.
Jul 30, 2007
Once you’ve gotten your album all completed, sent it to get pressed, and got those dozens of promotional t-shirts and posters printed there is only one more issue left to do...promote yourself. You need to get yourself out there, not only by gigs and the selling/offering of promotional/swag items, but also by placing your music into influential hands. This of course meaning cd reviewers, magazines, newspapers, etc. The people that can really give your project sales a real boost. Most people only attempt the guerilla marketing aspects of marketing and promotions, but the best option is to do a little of both. But in order to do so you need something called a press kit.
A press kit is basically your quick and brief introduction to anyone from A&R personnel and editors to reviewers and major websites and other media sources. These individuals get tons of material each and ever day so you had better not only have your stuff together in the right way, but also have some magnificent things to show to them. Don’t wastes there valuable time by sending them a un-mastered/pre-mixed cd or without having reached any major achievements yet (unless you’re really confident that your cd is extremely well done and pieced together well that is).
When you are ready to create and send out your press kit, here are three tips to keep in consideration:
1. First off, a press kit is simply a brief and quick summary about you and your band. It can be placed in either a binder or a simple folder. Always include business cards both in the folder and within your cd cover incase they get separated somehow. From there you'll want to have a brief cover letter thanking the individual for reading your material, and maybe even requesting it too. Following this is your band bio, a demo CD, sample tour dates, marketing plans/accomplishments, and any major band and individual music related accomplishments. It is important that you include testimonials from fans and also positive reviews as well, this will prove that you are worth the reviewer's valuable time. Remember, these people typically are busy and it is important to say as much positive things as possible in the quickest ways (listing items, charts, etc.).
2. The first thing that you must remember when sending such letters is that it is very important that you address them to the proper person. Depending on how big the source is that you're attempting to get it to, most likely, your press kits will only make it to the actual person's assistant. You should however still address the cover letter of your press kit directly to the editor or A&R, etc. as a sign of respect to them. Do your homework online with searches, emails to the publication or place, or by calling to trying and get the exact postal address and proper title for the address too. Otherwise, like so many, your press kit stands to be lost with the masses. Plus, it gives you that much more professionalism.
3. The next major thing that you must figure out how you are going to get it seen. Yes, above it talks about how to get your kit there, but this in and of itself is of importance. Some people have gone to the extent of sending multi-colored envelops, writing and drawing in markers, and actually sending in food gifts and other things to accompany the delivery of their press kits. These things will all help your press kit from the start and increase the possiblitiy of your press kit being one of the lucky first that gets opened. From there it is up to your press kit itself and whether or not your music is good enough as well.
Take these tips and you should be well on your way to getting reviewed and finding massive exposure (depending on the media source). This will take time, practice and a lot of perseverance, but the opportunity of having a real live taste maker listen and approve/disapprove of your work to there viewers/readers is worth it. Remember there is no such thing as bad publicity, so just go for it. What do you have to lose.
