One of the biggest mistakes I’ve seen bands and artists make today is underestimating the importance of a professional promo kit. Your promotion kit, also known as a press kit or media kit, is probably one of the most important elements in an artist’s initial introduction to venues, promoters, and most importantly, record companies. The first impression is very important in the music business. Some artists just don’t get it! With the large influx of CDs and packages that record companies receive daily… with most noticing the inside of the trash can on the receptionist’s desk, it’s vital that your package stands out from the crowd and sets you apart from the crowd. Rest like a true pro whose package is worth checking out and the CD is worth listening to as well.

When putting together your press kit, you need to find all the possible items that will set you apart from the masses. Gathering a bunch of shoddy prints, unprofessional photos and poorly written prints and bios, all stuffed into a flimsy binder, just isn’t going to cut it. The press dossier is a representation and extension of you. If it’s a bunch of sloppy papers, that’s exactly how you end up. On the other hand, if it’s a well-organized presentation, you’ll come out looking like a pro.

Some of the elements that need to be considered when putting together your kit are things like theme, concept, and design. You need to come up with a concept and theme for the kit, one that is memorable and that basically ties all the pages together in some form of continuity. A theme could be based on the name of the artists or bands. For example, if the name of the band is “Orange Freedom”, the color scheme could have orange, either the paper, the text or the icons could be orange. I’m aware that this particular example might seem a bit childish, but I think you get the basic idea. Remember that you want the name of the band to be memorable. Just to give you another example, we recently performed one of our acts called “Uncle Plum” in New York City in front of 4 major record labels. On the day of the presentation, we had one of our interns take a taxi across town and deliver a reminder to each A&R and record label executive invited to the presentation. Along with the cleverly written reminder invitation for the exhibition, he quickly handed out a basket of plums to each record executive. It may sound silly… but it works.

Part of your concept should also be a professionally designed logo. A logo is very important and it should be something easy to remember and contain the elements of your overall concept.

Using professional packaging for your media kit is also vitally important. The binder must be strong and not easily damaged. It wouldn’t hurt to use a folder in the same color as the band’s logo one more time to give it continuity. Although these types of bags can be expensive…sometimes a few dollars each, it’s definitely money well spent.

A professional photo is definitely a must in your kit, maybe even a few photos. If you’re a band, you’ll need the 8* x 10* black and white gloss of the band and also the individual photos of each band member included in the bio section which we’ll discuss later. A high-quality professional photo is a must. Having friends or relatives take a photo – hot isn’t enough either. Photography is one area where you can’t afford to try to save a few bucks. You need to find a professional photographer to do this. I cannot stress the importance of this enough. If you have the budget, hiring a stylish music industry professional to touch up your image might not be a bad idea either. Although I realize that for most bands this can be cost prohibitive.

The writing section should contain two elements; your bio or the bio of the band member; these should be short and to the point. Don’t go crazy with a long and detailed bio. Labels and others just don’t have time to read it so they’ll just skip it. There you may lose the opportunity to provide information to the recipient of the kit that may be to your advantage. Include things like your influences and other industry experience. They don’t really care much about your baby picture or what you did when you were six, unless of course you were a childish sensation at the time. Your fact sheet; This should contain any favorable press or reviews you have received, such as tours, radio airplay, reviews, good sales figures on an independent release, etc. You can also include GOOD COPIES of articles, interviews or reviews from newspapers or trade magazines. Each page of your press kit should include your or your manager’s contact information and the URL of your website. Be sincere and keep everything as short and sweet as possible.

Now, the most important item in your equipment… Your music. Include a professionally recorded demo of your 3 absolute best songs. No more than three. The format must be CD only. Store your disc in a professionally labeled case that includes your track, contact information and logo. It is important that the presentation of your CD is as professional as possible. It’s nice to have a separate pocket in your bag to keep the CD in, so there’s no chance of it falling out or getting lost. It’s better content that way. Or, as we’ve done on occasion with some of our kits, use Velcro to attach the jewelry box to the inside back of the wallet.

Now, in summary, here are the items to include:

* Create a theme and concept

* Design a professional logo

* Use professional packaging

* 8″ x 10″ glossy black and white promo photo

* Individual photos of band members, if applicable

* Biography of the artist or band

* Data sheet…favourable writings and quotes

* Additional press… reviews, interviews, articles

* 3 CD demo songs

Your press kit is your representation of yourself when you’re not around. Don’t take it lightly. Please check it thoroughly for errors and content and be diligent. If your kit is special, it will stand out and music labels, venues and media will take notice. GOOD LUCK!