By Les Vogt
Part 2: The Contents
Always Remember... you never get a second chance to make a first impression. You owe it to yourself to assemble a promotional package that tells them you're a professional!
A promotional package, or press kit, is generally designed to provide the recipient with enough material to make an assessment of your abilities. Different versions of your promo package will include materials suited for different recipients such as agents, producers, promoters, venue operators, newspaper columnists, radio programmers, or record company representatives, etc. A typical promo/press kit contains the following components:
* An Artist Biography
* Fact Sheet
* Promotional Photo
* Reprints of Press "Clippings"
In addition, it's not unusual to include a song list, lyric sheet, gig sheet, and reports of any successful performances or special events. These items should always be accompanied by a CD "demo" and/or a performance video packaged in protective wrap, along with a personalized cover letter. Tribute and celebrity lookalike artists should always include a video sample. After all, if you are emulating a famous artist, you must show that you can deliver the essence of the character on stage.
The goal of a promo/press kit is twofold: The factual information within must be sufficient for journalists to base an article or review upon, while the editorial content of the artist's biography leaves enough room for a certain element of hype. Above all, the end result of any promotional package is to generate interest for the artist. This package serves as your personal salesman pitching "the performer of the day"... you!
For a more established act, a promo package is a compilation of existing reviews, write-ups, interviews, and such... basically, a representation of the overall history of the performer. In this case, its purpose is more likely to promote a new show, a new tour, or perhaps to put a new spin on the artist's public image... maybe even an attempt to completely overhaul an image. For the yet-to-be discovered act, the promo package is much different... rather than compiling reviews and interview clippings, the mission is to generate some of those write-ups. It is more of a promotional tool that is used to get bookings, radio air-play, reviews, and to "shop" for the big prize every hungry artist is looking for... that elusive recording contract.
Let's assume you are still trying to get established, and the reviews from the "Eagles Club Valentines Party" don't exactly look awe-inspiring on the printed page. How can you possibly hype yourself in the same manner as bigger acts with a bag full of glowing reviews and media support?
Forget the concept of hype for a moment. Like every other aspect of your career, there is plenty of room in your promotional presentation for sheer, unadulterated hype... and, believe me, we'll cover that in the future. However, in the first stages of your professional life, the simple task of getting out the raw information is absolutely crucial. This may be an entirely new way of thinking, compared to the "must be on stage all the time... must be a master showman" mentality. But, you'll be better served to think of yourself more as a newscaster than a talk-show host when trying to launch a career or initiate a new project that steps out of your usual environment.
Yes, the general public responds to hype... cheap gimmicks, fads, huckster-style imagery, and relentless horn blowing. For a lot of performers, these are the key components of a successful rise to the top (musical talent be damned). I'm all for it... bring on the sideshow... rock me baby! Unfortunately, the general public isn't your target just yet. It is more often the jaded, "seen-it-all" music business professionals you need to attract at this stage. That's not to say that everyone who receives your promo package is entirely immune to hype tactics, but you won't be able to fool the professionals into believing you're "the next big thing" based on your biographical skills alone.
Nearly everyone at every level of the music business is constantly bombarded with press releases, gimmicks, or the latest "hot new act" bulletins crafted by some of the best advertising specialists in the country. That sort of hype is unstoppable, unbeatable, and totally numbing. How many glowing magazine reviews, radio and television profiles, or internet messages, etc. have you seen and heard lately? Now, put yourself in the position of someone who is immersed in this hype machine for a living... like an agent, promoter, journalist, disc jockey, or even the local club operator. It'll be very difficult to get noticed amidst all the noise from the big money promotional machines out there! The good news is... they're all hoping to find a new, super talent just waiting to be discovered. It'll be your job to create a package that catches their eye without going over the top. You need to get them to choose your package from the pile... if nobody looks inside, you don't stand a chance.
At the end of it all... you'll need to blow somebody away with your ability in order to get any substantial results. Always be the best that you can be and understand where you belong in the overall scheme of things. Don't expect a large casino entertainment director to jump at the chance to book an act more suited for the Eagles Club circuit.
The ideal promotional package contains just a few professionally printed pages (as suggested at the beginning of this article) with an actual 8x10 glossy photo (or two) tucked into a glossy custom folder with your simple embossed logo on the front. Absolutely avoid the use of any re-cycled promo folders or laser printed photo duplicates from the Quick Print shop on the corner. This is, indeed, the music business, and that's exactly how you need to approach the preparation of your press kit or promotional package. You're not selling CD's or tee-shirts to music industry contacts... you're hoping to enter into a professional arrangement with them. You should try to look as professional as possible. Your promotional package must tell them you're a "class act" that cares about your image. Pay attention to professionalism... you'll be rewarded down the road.
Author's site: http://www.members.shaw.ca/lesvogt
Les Vogt is an independent producer, promoter and entertainment consultant.
Covering San Antonio's music scene since 2005