Demos and Press Kits are two of the most important pieces in a rising artist’s tool kit. They are often the only impression that will be made with booking agents, labels, venues, buyers, etc.
An artist should see their press kit as an extension of themselves, a more directed piece of marketing used to leave a specific impression. After the band is formed, developing a demo and a press kit is the next logical step.
Demos
Demos are often thrown together in an effort to ‘just have something instead of nothing,” and without regard for quality or presentation. While having something is better than having nothing, it should always be kept in mind that a bad impression can be made easier than a good impression can.
Not that a demo needs a 12 page booklet and holographic artwork, but it shouldn’t be a burned CD-R, labeled in sharpie and place in an empty jewel case either. Most people that are sent demos understand that it’s a demo, not a full record, but they won’t be impressed by a minimal effort.
The simple steps taken when recording an album, such as having new drum heads and guitar strings, pre-recording before hand (on a boom box if necessary), developing tones, using quality gear, producing, etc. should also be taken when recording a demo.
A band should put their 3 or 4 best songs on it and they should sound spectacular in both sound and playing quality. In fact, it’s common that an artist's demo is just 3 or 4 of the best songs off of their full album. This way they can shop the album to labels using the demo, and also every time they book a show or send out a packet they aren’t losing the revenue of an album sale. In either case, the demo should be given the same effort as a full length record.
Press Kits
Press kits are an artist’s chance to make that first impression the way they want to. There are a few things that a press kit absolutely must be:
- Reflective of the band’s image. If an artist makes a press kit that isn’t representative of themselves, they create two artists- the real one and the press kit one and this is more confusion than labels, agents, or anyone wants to deal with.
- Cost-effective. An up and coming band should be sending out hundreds and hundreds of press kits. Because of this, the press kit should be relatively cheap to make and easy to put together while still being unique and attractive. If the press kit is 5 bucks to print and another 5 to ship and takes an hour to put together, there won’t be enough time or money to reach the amount needed.
- Informative. The press kit should tell all the necessary info about the band without loading it down with too much. A press photo, a one sheet that has the vital statistics of the band, a contact page with clear and concise contact information, a demo and a couple stickers constitutes a good press kit.
Since there are many ways to put together a press kit to be unique, effective and memorable, it is easier to talk about the things not to do when creating your press kit. An artist should not make it difficult for the recipient to absorb. Small text, or so much information it becomes a small novel, are two quick ways to get it thrown in the trash.
Also, an artist should never make it messy. For some reason many artists think it's a good idea to put confetti or glitter or some other god-awful garnish in their envelopes. This will pretty much guarantee a call from that person never comes. Lastly, as mentioned before, an artist shouldn't include a full length record. The person being sent the press kit will only listen to a song or two anyways, and seeing a full length in a kit tells them the artist doesn’t understand cost-efficiency.
Electronic Press Kits (EPK's)
In the last 5 years or so, Electronic Press Kits, or EPK’s, through sites like SonicBids have become more and more common. These are the same thing as the press kit described above but in electronic, often PDF, form.
The same rules apply to EPK’s: an artist shouldn't include too much information, should make the whole package attractive and memorable, should include a few songs, and should make the contact information clear. EPK’s are the future, and they give artists an added benefit in that there are no longer printing or shipping costs. An artist should remember, however, that this means it will be easier for anyone to make and submit an EPK so it’s all the more important to make theirs attractive, effective, and memorable.
The most important thing to remember about press kits and demos is they should be an extension of the artist. They should be the best songs and the best information in a tight package with clear contact information. Remember hundreds of these will be sent out, so make them effective and they will make more of an impression.
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