Mailing Matters:
Creating an Effective Press Kit

By A-J Charron

What's in your press kit? If a bewildered look is stretched across your face, you are not alone. Despite the fact that most bands have a press kit on hand, there are still those sending CDs a la carte, sans kit. Ninety percent of band press kits, promo kits, or electronic press kits end up in the trash. In this extremely competitive industry, most press kits still seriously lack the essential ingredients that every musician's press kit should include.

Getting a foot in the door is often the hardest step in a biz where you have to stand out. Knowing what to send and to whom is key.

The content of the press kit depends on its destination. By creating a basic assortment of promotional materials that you can draw from, you'll be ready to tailor your kit to each situation

The Basics

Your visual materials should include an 8" x 10" black and white glossy photo of the band, an 8 1/2" x 11" laser reprint, and an online resource of photos. Avoid cliché photographs; the umpteenth band posed dramatically against a brick wall or hanging out by the railroad tracks gets very trite, and the person on the receiving end is likely to not take you seriously.

Compile a concise bio, a list of shows performed, and a series of newspaper clippings or internet reprints about the band (keep the full articles on one side and clip out the important references in another pile). The recipient needs an at-a-glance overview of who you are without having to work at it. Further, add a CD along with an online source of downloadable MP3s (high-quality). You can also include promotional material with your logo such as stickers, mouse pads, buttons, posters, shirts, or the like - but don't go overboard. Make sure the articles are useful, original, and high quality.

A one-page bio will suffice because the recipient will have little time or interest, at first, in having excessive information about the band. It may be beneficial to ready an even shorter half-page bio as well. When they want more information, they will ask. In the music industry, the adage 'less is more' holds true.

It is understood that a new band may not have had the chance to perform live, in which case a list of shows the individual members have played should be included. If nobody in the band has ever played live, simply avoid the subject. If asked, however, be honest and admit it. The most important thing to remember is never lie. The music community is far smaller than it seems.

The same rule applies for press coverage: be honest if you have no print or internet clips about your band. If you do have articles, include only the clippings and their references - specifically which publication or website it is from, when it was written, and who wrote it.

The Destination

If you are sending the kit to a label, be as thorough as possible. Do not skimp on the details. Be sure to include the 8" x 10" glossy photo. A label sells bands based partly on image, so the photo is the first thing they will inspect. Add the short bio and clippings. Have photocopies of the complete articles ready to send if they ask. And of course, include a CD.

If you are sending the kit to booking agents, the bio is of less interest. Use the half-page version. You should have as many clippings as possible, especially if they concern live appearances. Also splurge on that glossy photo. If you have a live video, include a link where they can download it. It is more convenient for booking agents to get a link to downloadable MP3s rather than a physical recording. Include any promotional material to show that you are active and serious.

If you are sending the kit to reviewers, online or print, make sure that your kit stands out visually. Reviewers can receive between ten and fifty CDs every week and are sometimes not able to review more than five or six. It is essential that you catch the reviewer's attention. A list of gigs or articles about the band is not necessary and will generally go unnoticed. Reviewers are interested in the music above everything else. Always send a CD rather than providing a link for mp3 downloads, but do include your website address.

Particularly for print, be sure to include a glossy photo, as well as your album artwork and/or liner notes. Explain that they can download quality photos for print or that you are willing to email or upload photos to them. The key aspect here is that your band or story is relevant to their target audience and that you state your case persuasively.
Local and college radio shows are great untapped resources to get your name and music heard. Remember that you are again dealing with people who are unpaid and get a lot of solicitation. Add promotional material, in addition to clippings. Always mention that you are available for interviews at any time.

At music conferences, where you will be meeting countless members of the industry, you will need to have something that will make you stand out from the other ten thousand people attending. Prepare a large amount of press kits. Include CDs rather than downloadable music so that the recipients can listen to it onsite. Also add the glossy photo, bio, and clippings. The most important thing at conferences is to talk and network; word-of-mouth will get you a lot further than your press kit will; in turn, if you create a good buzz, and you've handed out your press kit, the people buzzing will be able to find you after the conference has ended.

The Package

Though music content is the key ingredient for a successful press kit, presentation is the first thing the recipient will see. It needs to grab their curiosity without going overboard. The general public may respond to hype and flashy gimmicks, but at this level, the general public isn't your target audience. Rather, you are gearing your package at music professionals who have seen it all and will not be easily fooled into thinking you are "the next big thing."

If you have letterhead, use it for all printed documents. Use neatly printed labels to address the envelope and to attach to each item in the kit with your contact information in case they get separated. Send the kit in a padded envelope. If you have a logo, print it on the envelope. Do research on your recipient and make sure you address it to the specific person in charge of press kits; it personalizes the process and it is always better to be on someone's desk than under the huge pile in the corner. Try and make a connection with this person, business, or publication by citing why you are specifically writing to them. Save yourself money by knowing the recipient's market and whether or not you are inside of it.

The Last Step

Follow up is essential, no matter how impressive your press kit. You should have sent your package to a particular person, so reconnect with them by name. Give them a call, send an e-mail, or mail another letter or postcard. Make it heard that you are persistent and dedicated for the long run.

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What to include when sending your press kit to:

Record Labels:
-8" x 10" glossy photo
-bio
-CD
-clippings

Booking Agents:
-8" x 10" glossy photo
-bio
-downloadable MP3s
-live video
-posters
-stickers
-clippings

Online Reviewers:
-laser print of photo
-bio
-CD
-posters
-stickers

Print Reviewers:
-8" x 10" glossy photo
-bio
-CD
-posters
-stickers

Local/College Radio:
-laser print of photo
-bio
-CD
-posters
-stickers
-clippings

Industry Conferences:
-8" x 10" glossy photo
-bio
-CD
-clippings