Typically, a press kit (sometimes called a promotional, or promo, packet) is a collection of materials that help introduce you to a concert sponsor and then help that sponsor promote your concert. A great press kit won’t make an average artist successful, nor will a bad press kit keep a superstar from reaching the top. But if your press kit is sharp and well conceived, it might open some doors for your music and play a part in creating the right image for your career. Here are some things to keep in mind when putting together your press kit.
1. Start with a great photo: Your press photo needs to serve a very specific purpose. It will probably be different from the photo for your demo or CD cover, or even for your poster. This picture needs to reproduce well in newspapers and magazines, so your face should take up most of the frame. When a promoter or church sponsor runs an ad in their local paper promoting your concert, your press photo will be used. People will get their first impression from this photo, so it should produce an emotion in people that is favorable. In most cases, an artist will want to smile in their press shot. There is nothing like a smile to build bridges with potential fans! When choosing a photographer for your PR shot, make sure they understand entertainment photography. Many young artists have their press photos taken by a traditional print photographer and end up looking like they belong in a school yearbook. Ask the photographer to show you photos he has taken of other musicians. If you like his or her work, then you will probably be satisfied. Make sure the price you pay the photographer gives you ownership of the negatives or at least the freedom to have any of the shots duplicated by a commercial photo shop.
2. Compose an exciting biography: Many performers write their press kit bio in a way that makes it sound like they are submitting a résumé for a job application. It is natural for someone who hasn’t read a professionally written artist’s bio to think they should list all of the places they have performed, the awards they have won, the schools they attended, and the titles of every song they have ever composed.
A good way to think about the crafting of a bio is to consider how television commercials are conceived and produced. Most commercials have only 30 seconds to capture a viewer and tell a story. Producers go to wild extremes to make sure there is an emotional punch to their ads. The same goes with a bio. You want anyone who reads your bio to be captivated with you, your music, and your message. There should be a sharp, clever (not corny) opening that sets the mood for the bio. You should draw the reader into your life with word pictures, characters, and story lines.
One of the best ways to learn how to write a great artist biography is by reading biographies from major performing artists. Entertainment editors at larger newspapers might have some press kits lying around and be willing to share a few with you. You might also try calling a local concert promoter, radio station, music store, or check out artists’ Web sites on the Internet. Whatever you do, work hard to craft a bio that does more than simply list your musical accomplishments.
3. Include press clippings, endorsements, and testimonials: If you have ever had a local newspaper or magazine write a story about you and your music, be sure to have copies made so you can include one in your press kit. A few endorsement letters from concert sponsors or church leaders will also lend credibility to your artistry.