Hot Artist & Band Press, Promo Kits!

Who’s been signed this time, was a common question and theme at William Morris Agency while I was there as an agent. While the agency was always on the lookout, of course with the major heavy weight record labels, knowing which artist would ultimately get the deal was not always an “in the bag” known quantity. As one of the younger up and coming agents, I often learned many valuable lessons from some of the most seasoned and quite honestly almost intimidating agents, not because of personality conflicts, but because of their breadth of both knowledge and weight within the industry. One of the most valuable lessons that I learned from these agents was all things being equal, image and their press kits were as much a part of the deal signing as the actual music performed by the acts. If that’s one of the keys, especially in the beginning phases of a “baby act” trying to break in to the music industry, then why do we see such half hearted attempts and mediocre press kits and promo material out there? I don’t know if I can answer those questions, but I will certainly try to help you gain some insight into what a quality crafted press and promo kit ought to look like.

You would think that with the age of the computer and with very affordable software that press kits would get better. “Flashy” perhaps, but the actual depth of the material being offered into today’s press kits is usually the same with very little emphasis on the needed verbiage and elements and filled with the same old clichés of where they grew up, this that and the other. It’s got to be more than that if you want to grab the attention of music industry professionals. At ReelMusician.com we are bombarded by this type of press kit day in and day out, knowing that some of these acts are fairly credible, but without the right image and marketing materials, that being their press kits, that they probably won’t make it. So what does make for a solid press kit? Let’s look at some ideas and concepts.

First off, understand that most individuals, good writers or not, aren’t cut out to write press kits. Like marketing, there is a special niche of writers who know what moves, sells, and what ultimately delivers in the final analysis. You might be a great writer emulating other press kits or material that you’ve gathered, but you have got to know what, where and when, when you are creating such marketing pieces. At ReelMusician.com, we understand that while each act and group is unique, that there are marketing differences with each and every bio and press kit that we write and produce.

As you begin to create your press kit, you will want to have a note pad and you will be jotting down ideas on probably a number of pages. On your first page you will be noting exactly what you want to accomplish with this press kit. Are you going for a record deal, or are you an older act that doesn’t necessarily care about the record deal, but would like to obtain more booking dates and so you will craft your press kit around club owners, venues, and booking agents, etc. You need to figure out exactly who and where this press kit will be going.

Your next step will be to write down exactly what you will be including in your press kit and why. Why are you going to include certain elements? They very well may be needed, but why? This will help not only make concrete what you already are more or less thinking, but it will also give you an advantage when you begin writing to create goals for why you are including what. There has always got to be a driving reason behind your press kit. It is not a slap it against the wall and stick mentality, it is a very well thought out marketing arm, aimed at your desired goals. Therefore, it begs your attention to implement specific marketing principles with a very well thought out marketing plan.

Now that you’ve decided what main categories of items that you will be including in your press kit, you are ready to write down short descriptive items under each category that you will expand upon when you are writing. This may take you awhile. But take the time and think through what you should include. Be imaginative. Some ideas can look bigger than life when written well. Those just starting out, it’s not as easy to do as those who have been in the business awhile simply because of experience and lack of realistic, music career oriented material. That’s why it’s almost that more crucial at the beginning stages of your career to have these professionally written so that your marketing isn’t as limited as it might seem otherwise. You have got to put more than where you grew up and musical influences. There has got to at least have the appearance of more experience and weight in your marketing which is done through carefully, crafted and targeted writing.

When you have finished with your initial ideas, you are now ready to sit at the computer and start writing your press kit. I couldn’t possibly address every issue or your own writing style here, but do understand that there are marketing words to use, that words do have meaning, and that you want to ultimately demand a call to respond in some way. You want the reader to be saying, “Sign this act now,” or “Maybe we can call them to open for so and so.” That’s what is needed. Not just a, “these acts influenced my writing” – that won’t get it. You have got to be writing for a call to action. Marketers on the web with any experience at all are writing for a call to action – usually for you to purchase something. So keep this in mind. Please don’t hesitate to email or call us with any questions. We’d love to know how you are doing and answer any questions you might have.

About Author:
Mr Gauger is a former talent booking agent with the William Morris Agency and founder of http://www.ReelMusician.com You may contact the author at tgauger@reelmusician.com Free e-books “The Jingle Singer’s Guide,” and “Secrets To Great Song Demos,” may be downloaded at http://www.ReelMusician.com

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