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Compiling a Press Kit
By: Patrick Steven Patterson
I suppose a band's Press Kit can be compared to a handshake. It is a common, yet usually distinctive tool you use to introduce your band to Artist Managers, Record Label personnel, Radio Stations, Booking Agents and Venue Booking personnel.
I've seen hundreds, maybe thousands, of press kits in various sizes and shapes, from the standard high-school folder containing music and a few notes on the band to immense, unique, 6-pound works of art made of metal and glass. Some of the most simple kits that I've seen were completely adequate while some that obviously required extreme effort sometimes fell short of standard. I've seen 30-page novellas (that were tedius) and two-pagers that did it all. I can't say that I prefer any certain type and I'm not sure if anyone really does. There are some standard things that you need to include in your Press Kit, but the rest is really up to the designer.
Before any further investigation into this subject, please humor me by placing yourself in the position of an A/R Executive at a major label or even the person that books acts at a medium sized club in your area. You receive anywhere from 10 to 300 Press Kits per week. Now, it is your job to look through all of these, but of course, you prioritize which ones that you are going to look through first. Surely, you are going to first pick up and peruse the ones that look the most professional, and possibly the ones that look the most creative. Trust me, large clubs and record labels have entire rooms full of poorly produced Press Kits consisting of the binder you used for your English II Final and sheets of half-torn bio information. Yet, this is not always a bad thing.
The best way to get your Press Kit inspected by someone that makes a difference in your world is to make it look professional. Do not take your handwritten loose-leaf meanderings, some 50th generation photocopies of newspaper articles, that Polaroid from your first "real gig" and a cassette of your demo and shove them all in to a Pee-Chee with your logo hand drawn (over the basketball player or cheerleader) by your cousin who's "really into that Metallica art guy," so he "draws real good." Make sure you produce the cleanest copies attainable on decent-enough stock into a semi-durable binder - at the very least.
As the contents are not entirely set in stone, you should use the following list of items and rules as a guide to putting together the bare bones Press Kit.
Folder/Binding – Utility is the keyword. Not flimsy. It holds your future.
Cover Letter – A letter introducing you. Addressed to the specific person you are sending this to, if possible.
Bio – Never more than 1 and 1/2, well-crafted pages of your band's biography/history. Include an introduction to your band and music, members (with instruments/duties) and background of the artists, info about your band's current (and possibly previous projects) and any additional interesting information (point out the uniqueness of your band, sound or performance). Unless you are writing a short story (which is interesting to read and somewhat unique), be truthful.
Fact Sheet – No more than 1 page of bullet-point highlights from your bio. You may include quotes on this or a following sheet (sometimes called a "Quote Sheet")
Press Clippings – Less than 3 or 4 sheets of copied newspaper articles, reviews, etc. Use the lowest-generation copies available. You only have one write-up? Send it.
Photograph – An 8x10 black-and-white glossy. This is the industry standard. Some people won't look at your press kit without this format. Some people aren't that anal about it. Check in your local music newspapers and magazines for photographers. Check your local art school (students work cheap – maybe even for barter).
Music – One CD. No more than 3 songs unless more have been specifically requested. Include song titles and your contact information (copyright information is also recommended). Some Indie Labels, magazines, fanzines accept 7" singles.
Some other notes on the contents:
Put your contact information on every single thing that you include, especially the music – this will probably get passed around more than anything else in the contents.
If you are including a logo on any or all of the materials, make sure it is professional appearing. Maybe cruise the art schools again?
Have someone (besides the creator) proofread everything that you have written about your band – including the Cover Letter, the Bio, and the Fact Sheet and/or Quote Sheet. Have it proofed 5 times if necessary.
When sending out your package, triple-check the address – especially the spelling of the recipient's name and company!
There are many resources, online and off, to find people and companies for hire to create your press kit. Having someone create your press kit, including copywriting is generally not cost-effective for a beginning band. Printers can produce custom color and size documents, portfolios and folders, CD covers, etc. Again, in small runs, this is going to be expensive. Think about it. You are an artist, right? Why not be creative and make one for yourself.
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