Press Kit Development

A. On the Outside

• Folder: 2 pockets style; add sticker that has printed on it the Artist/Band name, logo if available, and Booking/Info contacts (be it the artists themselves or an agent). Non-traditional formats (mini brochures, mini CDs and Electronic Press Kits) are emerging.

B. On the Inside

• Picture: 8x10 inch B&W Glossy, primarily of a head/body-focused shot with minimal background. The focus is on the artist/band members and is taken by a "professional" photographer. Add Artist/Band name, website and/or email address. (If considering the addition of information in the nature of "contacts", should have alternate printing for direct contact to the Artist versus alternative information sources, such as booking agent/agency, in order to maintain consistency in the quality of the presentation.)
• Artist/Band Bio Sheet: Maximum 1 1/2 pages; ideally one page, 4 paragraphs in length comprised of: (1) Introductory Statement that gives summary of current endeavors, prospects, plans; (2) Body of the bio contains information of the Artist background and other key points about career; (3) Summary Statement. Key points may be: Artist/Band genre/style; image projected; musical influences; previous projects; where Artist/Band originate from; how the band got together. Bio must be concise and concentrate on facts. However, should as well be descriptive enough for readers to "get a feel" for the Artist/Band. Seek out a writer or a publicist if you need help in preparing. This is a very important, although a standard sheet in the Press Kit and it needs to grab, and hold, the attention of readers. A more expanded version could be used on the Artist/Band website.
• Goals and Achievements Sheet: A frequently overlooked part of the Press Kit, this sheet is brief but informative; shows the Artist/Band are not a "flash in the pan" but rather have a plan, and plan to have a future. Goals: note career plan. Achievements/Awards: may be inclusive of such items like MP3 play/download rankings, TV spots, CD releases, Radio airplay acquired, notable venues or events played, notable Artists opened for or played with (in some cases you will need to note why the listed item is significant; it's not always obvious to everyone who will receive this information. Think "so what" and see if an item stands up as significant as you're identify a response to that question.
• Reviews: reprints of hard copy and online media reviews of your music/performances. Important to limit volume as you obtain more and more. Tailor down to 3 to 5 of the best reviews in their entirety and place the rest as excerpts on a "Quote Sheet" that notes author, name of publication and date. (Obtain the assistance of a publicist if you have questions about what parts to pull out of the review or article.) However, this is one of the more dynamic sections of the Press Kit. Reviews are added and taken out, or used solo, depending on an assessment of whom the mailing is going to. Clippings should be either reproduced without the additional content of the page it's found on, or the copied article highlighted with a highlighter pen to avoid having the reader from searching the page for information related to you (thus also showing you respect their time constraints). Note: attention to the appearance of each review reproduced is important. Also, be sure to clear your use and reproduction of any copyright material through the author or the publication contact person when indicated.
• Shows/Gig Sheet: This information clearly pronounces that you are active and working (versus just playing in your basement or garage!) Listed information can include: important past gigs and events; where performing regularly; indications as to where you are scheduled to appear but limited in time frame to a few upcoming weeks only (will need to be updated regularly; may be used by the reader to go to a performance if it is nearby to them.)
• Song Cover Sheet: This sheet comes about as one of the recommendations I received directly from a Club Owner. As an unknown Artist/Band, routinely add this sheet when the Press Kit is mailed to club and venue talent buyers to indicate what songs you can cover and to clarify what type of music you are about. Depending on how much material you have for the Show/Gig Sheet, can consider combining them.
• Contact Information: If you have placed attention on incorporating contact info on your materials, then you are generally in good shape when acting on your own behalf as a booking and publicity person. However, for Artist/Bands that have achieved a certain stature (or those as well that are in the process of doing so), the inclusion of an Artist/Band Profile Sheet may be helpful for determining where the reader should go for certain types of information or contacts related to your activities. See Tip Sheet for Artist/Band Profile.
• CD/Cassette tape/DVD/Videotape: It depends on who you are sending the press kit to, but the current standard tends to be a CD.

C. Professional Services

• To improve your Press Kit make sure that you have developed the information as listed above in at least a draft version.
• Look for a publicist/promotions persons that can/will: format the contents of your Press Kit for a consistent approach and an appealing visual presentation; be able to edit the text you have provided for improved clarity and brevity, a focus on important 'key points', and the addition of sufficient balance between 'facts' and The Blueshift Group page 3 Press Kit Tip Sheet 'descriptive' terms. They should update your Press Kit contents regularly, with information you need to provide, also regularly. They should add a personalized cover letter to each mailing of your Press Kit to their industry contacts. In some cases, they should be able to recommend songs to be listened to, being aware of the preferences of that contact person. They should be willing to keep Press kits on hand and do the mailing with appropriately designed mailing labels. Routine follow-up on mailings is a must.
• It may be preferable that when comparing pricing for services, you clarify if the expense of mailing and materials is incorporated in a lump sum fee-for-services or if a "plus expense" situation. However, never use price as the only basis of your comparison. Use the same judgment that you would apply to acquiring any other types of services.
• Your Press Kit is "you" as presented on paper and in plastic. Professional services should be sought when you want to ensure consistency, thoroughness, and a highly regarded, high quality presentation of yourself and your projects to industry and media folk, not to mention to potential fans. Your "wordsmithing" and offline/online marketing skills, your capacity to use certain computer based technologies, your career goals and aspirations, and the availability of resources, including time, will help to dictate when you need to seek the services of a specialist. If you have questions, or if you would like to discuss the range of Publicity and/or Promotion Services available from The Blueshift Group, visit our web site, or contact Regina M. Tillman by email at info@blueshiftgroup.biz.