Press packs
Introduction
From the minute your vinyl or CD gets into the hands of someone you've targeted on your mailing list, they're going to want to know about your history and experience.
Read on for:
Writing a biography
Press releases
Photos
Covering letter
"In a press pack we include all the latest news happening in the clubs and changes that are being made."
Steve Gordon
Twice as Nice
Biography
This allows anyone receiving your track to be see what you have achieved in your career so far.聽
Also remember to include pictures, quotes, contact numbers and a covering letter.
Keep it short and snappy as the chances are whoever's reading it will receive loads of them.
If you're unsure about writing one why not check out some unsigned music sites like Peoplesound or MP3.com for some examples of how other artists are presenting information about themselves?
Try and incorporate any strong ideas you come across into your own biog.聽
"A biog gives a brief background about the artist, a brief music history and some background to the track."
Phyllisia Adjei
Project Manager
Soul2Streets
What To Put In
How many members does your clique have?
Include a brief history and background for each of your crew's members.
Use this section to list any big moments that you may have had.
Have you shared a stage with someone well known?
Perhaps you've done a couple of re-mixes.
Talk about whether you have released any vinyl or had any label interest.
Mention if you have management or a production agreement.
Mention what style of music you make and who you have been influenced by.
Try and avoid that old classic about making music that belongs in a whole new genre.
People need to know where you "fit in to the scene".
Put information about any upcoming PAs in the covering letter or press release that accompanies your biography.
This way you don't have to update the biog every time you have a new gig.
Other people writing about how good you are will obviously hold more weight than just you saying it yourself.
If you're getting good exposure in the press be sure to mention it as it can really persuade people to give you a proper look.
Press Releases
Once you've got their interest with your demo, keep the target up to date.
Send them a press release keeping them informed of anything of interest that happens with your clique.
Include:
- Any contracts you sign
- Big gigs you do
- Good exposure you get in the press
- New releases
- Re-mixes
- Anything else that builds on the image of you as an up and coming, exciting new prospect
As with your biog keep it punchy and to the point and make sure you get your logo in there.
"It informs journalists, playlist people and any other key players about your track and the artist. It makes the artist seem human."
Phyllisia Adjei
Project Manager
Soul2Streets
Photos
Image isn't quite everything in the music business but it is almost.
Your pics are going to have to look as professional as you can get them so that means well lit, in focus and no red-eye.
Having given your crew's image some thought you should try and reflect this in the locations you choose and the poses you hold.
Have a look through some music magazines and study the covers of your CD / record collection for any pics that really catch your eye.
Ask yourself what it is about the picture that works and what lessons you could take from it to improve your own.
"If there is a video you should include a copy of this too. If聽you have relevant press clippings include them."
Lisa Lindahl
PR Manager
The Playcentre
Covering letter
Include a covering letter with your press release and personalise it.
Standard letters just don't work in this business because you're dealing with egos and peeps like to feel that you've chosen them specifically to receive your music.
So explain why you have.
It'll seem like you've got more of a plan and that's definitely what's needed to succeed in such a competitive industry.
More... from How to...
Use mailing lists
http://www.bbc.co.uk/1xtra/1xmusic/promotion/mailingp01.shtml
Approach the media
http://www.bbc.co.uk/1xtra/1xmusic/promotion/mediap01.shtml
Send out white labels/demos
http://www.bbc.co.uk/1xtra/1xmusic/promotion/whitep01.shtml
Hire professional PR companies
http://www.bbc.co.uk/1xtra/1xmusic/promotion/prp01.shtml
Use a street team
http://www.bbc.co.uk/1xtra/1xmusic/promotion/streetp01.shtml
More... from the web
Radio 1 OneMusic: Essentials for your website
http://www.bbc.co.uk/radio1/onemusic/distribution/webessentialsp01.shtml
MediaUK: List of all UK media
http://www.mediauk.com
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