How to Build a Successful Press Package
By Robin Steeley
As an emerging artist, you may soon need the right promotional tools to help create an interest and deliver information about yourself. Having an impressive package will make you stand out, it doesn’t have to be elaborate, it just has to be professional. It is a key element in any artist’s success to be able to efficiently represent themselves without being present. A press package contains promotional materials to describe and represent the artist and assist in description to a record label, media outlet, or club promoter. Due to the astounding amount of packages industry professionals receive on a daily basis, it is crucial to make yours appealing and different just to get it noticed.
It can be as simple as organizing your materials in a glossy folder and as elaborate as a full color booklet depending upon your finances and capabilities. It need not be expensive to be functional it just has to catch the eye. Make sure photocopies and pictures are crisp and clear and that the pages are not wrinkled. Make sure every page has your logo present to put a visual picture to your name. Take the time necessary to get a well-done publicity photo, preferably 8x10 glossy black and white. This is the first visual impression so make sure you capture the image that you are trying to get across.
Make sure your biography is factual and don’t make it lengthy, if it’s more then one page it likely wont get read. All pertinent history and biographical information should be included, and NO spelling or grammatical errors. Include any successful sales figures, shows played, past tours, awards, and airplay. Do your best to describe the sound and image of the band.
If you are sending a recording, make sure it is worthy. It doesn’t matter how professional your press kit is if your product has no quality. Take the time to make sure you are sending what best represents your music. It should be 2-5 of your best songs clearly recorded and the disc labeled. Make sure to include accurate contact information.
A Basic press kit should be organized in a folder and include
• Contact Information or Business Card
• Biography
• An 8x10 black and white photograph
• A CD/Demo
• Press tear sheets (if available)
• Logo Stickers
You want to improve on your package? You want it to have a special punch? Here are some extra things you may want to include:
Press Clips/Tear Sheets
As your career expands, be sure to keep track of live and recording reviews for your records. Organize the best of these reviews and include them. You can reduce and copy the reviews to fit several to a page to save space.
Quote Sheets
A quote sheet is a list of positive industry quotes about your music. These can include press quotes, producer quotes, and reviews. These give a quick and honest glimpse about what other industry professionals have to say about you.
Letterhead
Letterhead will establish your band as a professional business entity. This letterhead will be used for all your promotional materials and should include your logo and contact information.
Make sure to send your package directly to a person. Do the research and it will better your chances of being heard. Be sure to follow up on every package you send out.
Some of the possible places to shop your package
• Record Labels
• Radio Stations
• Club promoters
• Managers
• Booking agents
• Industry Attorneys
• Producers
• Media outlets
Use your imagination and send it to anyone you think might be able to help you. If they can’t, ask them to pass the package along to someone that might be interested. Make connections, you never know where it may lead.
