What are the key elements of a professional and effective press kit or EPK?
If you are a musician or a band looking for a record deal or a publishing contract, you need to have a press kit or an electronic press kit (EPK) ready to send to potential labels and publishers. A press kit or EPK is a collection of materials that showcase your music, your story, your achievements, and your goals. It is your professional resume and portfolio that can make or break your chances of getting noticed and signed. In this article, we will discuss the key elements of a professional and effective press kit or EPK and how to create one that stands out from the crowd.
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Aaron HunterSenior A&R Manager at UnitedMasters
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Ansoni AlcarazFounder & CEO at Selected Society Group | Selected Society Group Ventures | Investor | 20x LinkedIn Top Voice
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Lachi ♫USA Today Woman of the Year • LinkedIn Top Voice • TEDx Speaker • Grammys Board • AfroTech Future 50 • SHORTY Honoree •…
The most important element of your press kit or EPK is your music. You should include a selection of your best songs that represent your style, genre, and sound. You can either provide a link to your music streaming platforms, such as Spotify, SoundCloud, or Bandcamp, or upload your songs as MP3 files. Make sure your music is high-quality, well-produced, and well-mixed. Avoid sending demos, unfinished tracks, or covers. Also, make sure your music is properly tagged with your artist name, song title, genre, and contact information.
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I've found that if sending your EPK via email, you may want to be cautious about attaching mp3s. Also, while most A&Rs worth their salt should have a Spotify account, not all might, so when sending links, consider leaning on the side of Soundcloud (as without an account Spotify automatically creates a shuffled playlist of your song and the A&R may not have the patience to try to sift to yours.
The next element of your press kit or EPK is your bio. Your bio is a short and engaging summary of who you are, what you do, and why you do it. It should include some relevant information about your background, your influences, your achievements, and your goals. It should also highlight your unique selling points, such as your sound, your message, your niche, or your fan base. Your bio should be written in the third person and in a conversational tone. Avoid using cliches, hype, or exaggeration. Keep it simple, honest, and authentic.
Another element of your press kit or EPK is your photos. Your photos should reflect your image, your personality, and your brand. You should include a variety of photos, such as headshots, live shots, studio shots, and group shots. You should also include a logo or a graphic design that represents your name or your project. Your photos should be high-resolution, well-lit, and well-edited. Avoid using selfies, filters, or outdated photos. Also, make sure you have the rights to use your photos and credit the photographers if necessary.
The fourth element of your press kit or EPK is your press. Your press is a collection of media coverage that showcases your recognition, your reputation, and your credibility. You should include any positive reviews, interviews, features, articles, blogs, podcasts, or videos that mention you or your music. You should also include any awards, nominations, chart positions, radio plays, or playlists that you have received or been featured on. You should provide links to your press or screenshots of your press. Avoid using negative, irrelevant, or outdated press. Also, make sure you have the permission to use your press and credit the sources if necessary.
The last element of your press kit or EPK is your contact. Your contact is the information that allows potential labels and publishers to reach out to you or your representative. You should include your name, your email address, your phone number, your website, and your social media handles. You should also include the name and contact of your manager, agent, lawyer, or publicist if you have one. Make sure your contact information is accurate, updated, and professional. Avoid using personal, informal, or inappropriate contact information.
The final step of creating a professional and effective press kit or EPK is your pitch. Your pitch is the message that you send along with your press kit or EPK to introduce yourself and explain why you are interested in working with a specific label or publisher. Your pitch should be concise, courteous, and customized. You should address the recipient by name, show that you have done some research on their company and roster, highlight what makes you a good fit for them, and invite them to check out your press kit or EPK. You should also include a call to action, such as asking for feedback, requesting a meeting, or suggesting a collaboration. Avoid sending generic, mass, or spammy pitches. Also, avoid being pushy, desperate, or rude.
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Another tip regarding this topic: make sure your subject line is rock solid. I can't tell you how many times I've gotten a "no subject" email. People put so much focus on the press kit and the body of the email, and forget to focus on what is actually the first impression... the subject line. Here's a good but simple example of a professional looking subject line: *Artist Name* // *Record Label Name* This is simple, and make it's easy for people to find the email again down the road if they need to do so.
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I have found that EPKs are obsolete. They're just busywork given to artists and managers. Send a link to your music, and if it's something that catches an A&R's attention they will reach out. The only time that they are useful is when a label/distribution company is pitching their artists to other brands, DSPs, etc. There is no need for an artist or a manager to create an EPK to pitch to a label.
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Visual design; a visually appealing and well-organized layout for your EPK can create a positive first impression. Website link; include a link to your website or social media profiles where journalists can find more information. Video content; consider including high-quality music videos or live performance footage to enhance your EPK. Targeted content; adapt your EPK content to resonate with different audiences (e.g., music bloggers, radio stations).
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