Understanding what a press pack is and where it came from.
A press pack, also known as press kit, is a collection of material that provides information about an artist/ band. A press pack is a tool that has been used successfully since before the internet was created; they’re typically used by musicians, labels, agents and managers to promote an artist/band, a new release or concert tour or gig. An EPK (electronic press kit) was then created after the invention of the web in 1995 due to it being easier to promote to a further distance- possibly abroad- rather than “keeping it local”. Back in the day a typical press pack would be a hard copy in the form of a booklet, page or package.
What a press pack usually consists of and what is considered a successful press pack.
A press pack usually consists of:
- A bio of the band/ artist
- A demo track or cd of an original song
- Some artists include a music video also
- Photos of the band
- Press article/ reviews
- Press release
- Achievements
- Contact information of the artists’ manager, label, publicist, other representative and links to social media pages
- All previous albums or singles released by the band/ artist
This is just a rough guideline, most artists/bands tend to include things that will make them more unique and make their press pack more personal.
However there are some elements that MUST be in a press pack that make it successful such as: the band name and logo (if they have one);photos of the artist; a biography or description of the band/artist; contact information; their website ; all previous original work.
A good press pack should show the artists individuality as well as their talent and if they are capable of pushing themselves higher up the hierarchy of the music industry- a good practice would be making the press pack unique and personal but keeping it at a professional level.
Where they are used and what for.
It is more common today to have an EPK (electrical press kit) rather than a hard copy of a press pack due to the amount of technology that can make it travel further for less “effort”. EPK’s are usually submitted via email to people such as record labels, booking agents, promoters and venues- ideally to anyone who wants to know about the musician and is considering booking them. A press pack is submitted to the same types of people but is usually sent to them via post or the musician may deliver it by hand instead. This can be more time and energy consuming as well as more expensive.
Who they are usually made by.
A press pack is usually made by the musicians themselves as it is so easy to find examples and templates of what is considered a good press pack online that can be used as a rough guideline. However sometimes musicians can pay a professional to do it for them. However, despite the musicians having a strong input on the making of their press pack, if the musician a manager they will often do it for them also.
What is considered to be good or bad practice.
good practice:
- Having someone proof-read the press pack to ensure there are no spelling or grammar mistakes.
- Include the most recent picture and videos of the musician as they will show a version of the artist that is more “developed”.
- Keeping the press pack relevant and to the point- avoid using unnecessary information.
- If including a demo it is good to get straight to the point with the track. if a song has a long intro the person receiving the press pack often wont have enough time to listen to the whole track and don’t want to be sat there for ages. Use a track that gets to the interesting part within at least the first minute of the demo.
Bad practice:
- If the press pack is about a cover band/artist- only use a press pack if original content is included as well.
- Over-exaggerating or overselling- the person who is receiving the press pack will instantly know . There is a difference between exaggerating and just lying…
- Repeatedly sending the press pack to the same people/ record label. they will just start to get bored and will end up ignoring it. if they do deny the band/ artist the first time, try to get some constructive criticism and if they deny for a second time then move on.
Examples.
http://press.wbr.com/biffyclyro/
Click to access Spinsations.pdf
References:
https://en.wikipedia.org/wiki/Press_kit
https://www.thebalancecareers.com/music-press-kit-purpose-2460611
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