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The Music Business Section -
What!!! No Press Kit??
By: Kikiy-Gabriella Weathers
SO WHY DO I NEED A PRESS KIT, ANYWAY? You’re on the grind—cranking out a CD that’s hotter than Uncle Bub’s morning breath. But there’s only one problem—you’ll be the only one—with the exception of friends, family and a few loyal fans—to know how hot your CD truly is, without the right exposure that is. That’s fine, if you made the CD strictly for artistic and/or creative expression, with no intentions of getting paid for your work; but chances are, if you’re reading this article, you have loftier aspirations for your music—you want to be paid.
And, one sure-fire way to get paid in the music game is to learn the rules of music marketing and promotions—after all, you have a product (your music) to sell, right?
RULES OF THE GAME
Like all games, the music marketing and promotions game has rules, too---and, one of those rules is the press kit, which is sometimes referred to as a promo kit.
Though the press kit and the promo kit are essentially the same beast, they differ in their use and target audience.
- The Press Kit: The press kit’s primary use is for, as the name implies, the press and/or media and includes the following:
- Folder, creatively designed.
- Letter of Introduction, professional, concise and effective.
- Artist Biography: one-page description of you/your group and your music.
- Fact Sheet: one-page sheet of facts about you/your group and music.
- Photograph: 8x10 Black and White Glossy, no exceptions!
- Tear Sheet: One page sheet with photocopies of press clippings.
- Demo/CD: 3-4 mixed and mastered songs, complete with contact and copyright information.
- The Promo Kit: The Promo Kit, on the other hand, is used for promotional purposes and usually targets booking agents, concert or show promoters, and clubs. The promo kit has the same contents as the press kit, with the inclusion of a lyric sheet, which is a line-by-line break down of the song lyrics to be performed.
Why do I need a press/promo kit, again?
Unless you want to be your biggest fan and the sole supporter of your music, you need exposure. The best way for an underground/independent or new artist to gain mainstream exposure is to pimp the media—with your press kit, of course. A well thought out, strategically planned public relations campaign and an aggressive marketing and promotions plan can be effective tools to generate an artist’s media buzz.
What Does The Media Use Your Kit for?
- Interviews
- Music Reviews
- Upcoming Events Calendar
- Concert and Performance Reviews
- Other media services
Why is My Kit So Important?
As a developing artist, one of the most important aspects of selling your product (your music) is being seen and heard. Effectively pimped, the media can provide the unknown artist with buzz, which increases visibility, performance bookings and CD sales.
Basically, if you’re an artist looking for exposure—getting your music out to the people who will eventually buy it—you need the media and the media needs your press kit.
Just try securing a music review at your favorite alternative weekly without it—it won’t happen, unless you have a friend who works there. If so, that’s great. If not, keep reading.
Your promo kit is just as important, if you’re trying to secure club or show bookings. Club owners, booking agents, even your local college’s activities director will most likely say, “send your kit and we’ll talk.”
Why? Your promo kit allows the venue or booking agent to get a feel for you, the artist, and your music, without risk. If they like what they read and hear, you’ll get booked. But if you can’t provide a press/promo kit, why should the venue spend their time and money on you?
Put yourself in a record company or concert promoters shoes. Would you take an artist seriously, who doesn’t take himself or his craft serious enough to do the minimum asked—sending the all-important press kit.
“An artist up on his game understands the value of a well-crafted press or promo kit.”
Think of the press/promo kit as the first key to opening the music industry’s locked doors. If you don’t bother to get the key made, how can you expect to open the door?
Your Press/Promo Kit is the Key to unlock the doors of opportunity in the music industry, what are you waiting for?
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