How to Create a Music Press Kit

There are some basic elements that need to go in every press kit:

• Photo
• Bio
• Contact info.

Photo

The prevailing wisdom for years has been that you need a black and white 8x10 photo. But newspapers and magazines have progressed beyond black and white printing, so should your photo. Go color. Also, 8x10s are nice, but they get pricey. Whether someone just wants to see your “look” or needs a photo to run with your calendar listing or CD review, a smaller size pic (say 4x6) works just as well.

Be sure to make your photos look professional. That’s not to say you can’t have a friend with an eye for composition and a high-res digital camera take some shots of you hanging upside down from a tree in the park. But holiday snap shots are a no-no. Your photo needs to represent you and who you are. Even what your music sounds like, as much as that can be done in a visual medium.

Bio

Here’s your chance to tell your story – but don’t go on forever. One page is plenty, especially if you’re just starting out. Describe your music upfront, compare yourself to other people that you sound like, talk a little bit about your musical background and influences and the types of venues you’ve played. Let your personality show.

It can be hard to write your own bio. Most people feel uncomfortable tooting their own horn and categorizing their music. If so, get a friend with a flair for the written word to help you out. Make sure your bio (and everything else you send) is thoroughly proofread. There’s no room for typos here. This is your musical resume and often your first impression with a new club, agent, newspaper, etc. You may not be a grammar queen yourself, but your bio and written materials should be perfect.

Contact information

This should be on everything you send—your CD, bio, photos (stamp it on the back if you don’t put it on the front), flyers, cover letters, etc. If the booking guy at a club only got handed your CD to listen to and wants to book you, it’s not going to do either of you any good if he can’t call you to set it up. If you’re sending out the same CD that you’re selling at shows and don’t want your phone number available to fans (you know, in case they start stalking you), print some stickers with your contact info and put them on the front of the CD case on the ones you put in your press kits.

Getting creative

Those are just the basics. You can get creative from there. Some bands put their bios and photos on a tri-fold flyer (the only problem with this approach is that newspapers can’t scan in the photos because the quality won’t be high enough). Others include their band newsletter. If you have CD or show reviews, definitely include those (but don’t make them pages and pages long, just use the best and most recent).

Sending out your press kit

Once you’ve got your photos, bios and CDs assembled and ready to go, should you just stuff them in an envelope and mail it off? There are two more optional components to consider: a folder to pull everything together and a cover letter (yes, more writing).

A folder of some kind (e.g. a two-pocket one that you can put the CD in one pocket and attach a business card to the other) looks a lot better than a bunch of assorted bits of paper falling out of an envelope. Get creative and put your contact info on the front, too (clear ink-jet labels work well).

Finally, a cover letter personalized for each person you send your press kit to shows that you’re serious and professional. Remember that your fans love you because you connect with them. Clubs and record labels love you because you add to the bottom line. The more you come across in a business-like manner (even if you’re a band whose look is spiked dog collars and tattoos), the more you’ll be taken seriously – resulting in better gigs, reviews and deals.

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