Press kits are most useful when you are trying to get exposure in newspapers, magazines, and Internet sites. They are also helpful when trying to get booked in a club or some other liver performance venue. A press kit may even entice an attorney or personal manager into representing you.

On the other hand, press kits are not very helpful in enticing record companies to sign you to a recording contract. The reality is that out of thousands of “unsolicited packages” record companies receive in the mail per year (i.e., those packages records labels do not request), maybe one group gets discovered, if even that. There are tremendous odds against getting a contract that way. In fact, your package will likely end up in the wastebasket without ever having anyone review it. This is the harsh reality!

Another misconception is that a press kit will lead you to a great audition and gig. Many musicians waste their time, energy, and money sending packages in the mail; just getting out there, being heard, making friends, and personally handing out business cards directing folks to your website where detailed information can be retrieved is far more effective. [Bassist Mel Brown, who has worked with Brian McKnight and Marc Anthony, personally hands out CD-ROMs complete with his biography, video files with footage from live performances, MP3 containing his most recent recordings, press articles, pictures, and contact information. Pretty cool!] Keep in mind that the majority of all the work you get will be based on personal relationships that you form and nurture over the years.

Now that some of the misconceptions about press kits are out of the way, let’s discuss what a press kit should include.

CD or Three-Song Demo
Your press kit should contain either a full length CD, or a three-song demo that highlights your best material—be sure to put your best song first. If you include too many songs, or if you include songs that are too diverse in style, you may send the message that you’re not sure what it is you do.

The production of your CD should be as high in quality as you can afford. The key is not to leave anything to the imagination of your intended audience. Fortunately, digital equipment has enabled musicians to cut “broadcast quality” demos right in their own homes (with a little skill, of course). If you don’t own your own recording gear, chances are that you have a friend who has home equipment and will be willing to help. Just be sure that both the CD disc, and the CD packaging, are clearly marked with both song titles and contact information.

BIO
Also included in your press kit is a biography (or bio). A bio can come in a variety of lengths, but should be no longer than one page (about 500 words). Give a professional appearance by including your name and logo centered at the top of the page, along with your address, email, and website. Avoid using a lot of flowery adjectives and big words and focus on being as informative as possible. Indicate, the date your band formed and the city in which you reside. Clearly identify the style of your music and “like” bands (i.e., the bands you sound most like). List the members of the band and the instruments they play. If there’s a unique story about how your band formed or about the various members in your group, include it—this gives writers at newspapers and magazines a special twist or hook when writing about your band.

Also list all of your band’s accomplishments (number of CDs sold, radio stations playing your music, etc). If you have any flattering quotes from important industry people, include them here as well—but don’t overdo it. Including 15 quotes from people no one knows is pointless. Conclude your bio by stating what you plan to do next to further your career (recording your new release, planning a tour, etc). This shows you’re proactive and not waiting for any one to help. At the bottom of the page, restate your contact info. Check out other bands’ bios on the Web and see what their approaches are. If you’re not an experienced writer, finding someone skilled to write your bio is a good idea. If you can find someone with influence, such as a local radio personality or journalist, all the better.

Picture
A picture of your band should also be included in your press kit. People will not only want to hear and read about you, but see what you look like. It ties your whole package together. Though it doesn't hurt to have one, it’s no longer necessary to actually include a glossy 8 x 10” photo of your band in your pres kit, but you’ll at least need to drag a small JPEG of your photo onto your bio page or “one sheet” (one sheets will be discussed in a moment). You might also help to include a burned disc containing your photo in your kit or to otherwise let the recipients know where they can download your picture from the Internet.

Just make sure that the style and composition of your picture is consistent with your music—if you’re in a hard rock band, then you must look hard rock. If you’re not sure what image you want to portray, review magazines like Rolling Stone and Details to see what other bands are doing. And though I’m sure you have a lot of buddies running around with digital cameras claiming to be expert photographers, I highly recommend hiring a professional who has experience working with musicians. You only have one chance to make a good first impression.

“One Sheet”
A “one sheet” is essentially one sheet of paper that combines both your bio and picture. A typical style for a one sheet includes your picture aligned to the left of the page, key information about your career bullet pointed to the right, brief biographical information below the picture at the bottom of the page, and your contact information. If you have a bar code on your CD packaging, a one sheet often includes this as well. A one sheet can be either used together, or in lieu, of your bio.

Tear Sheets
Your press kit can also include clippings, known as “tear sheets,” from newspapers and magazines you’ve collected over the months. Clippings help prove that you’re established and not just another fly-by-night operation. Again, don’t over-use them. Use the best reviews and articles, and highlight the most interesting paragraphs or quotes.

Cover Letter and Other Goodies
Last, when mailing out your press kit, include a cover letter that clearly addresses who you are, what you do, and what you want. Be sure to include all of your contact information here as well.

To ensure your package arrives intact, put all of your materials in a padded envelope. If you have any special items that may help make a lasting impression, such as promotional stickers, send them along in your kit.

It also helps to call the person you’re soliciting to inform them that your package is on the way. Follow up in a few weeks with another call to see if they liked what you sent. Be realistic, though. Keep in mind that editors at magazines, just like people at record companies, receive hundreds of packages per week. Chances are that if they haven’t asked you to mail a press kit or they haven’t heard of your band, your package will be left unopened in a pile or tossed in the garbage can. Just don’t give up. If you work hard enough at getting your name out there, you’ll eventually succeed.

FINAL THOUGHTS: ONLINE VS PHYSICAL PRESS
In the digital age we live in today, the press kit still has its place; but establishing an online presence is becoming far more important. Many publicists and bookers prefer to going to a website where they can listen to your MP3s and view your pictures within minutes—it beats receiving a package they have to store somewhere—or otherwise throw out. And if a publicist needs your picture, she often asks for it to be sent electronically.

There are a number of free community sites like Myspace www.myspace.com and Tagworld www.tagworld.com where you can create a personal profile and even upload a music video for public viewing. Companies like Sonic Bids www.sonicbids.com specialize in building electronic press kits (online press kits) and also in providing gigging and other opportunities. The idea really is to be prepared for whatever someone asks of you. Having both physical and online materials ready to be viewed will serve in your best interest. But remember, no matter how sharp your promotional materials look, it means nothing unless you have the talent to back it up. So get your priorities straight. Write great songs, develop your performing skills and visual presentation, and excel!

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