Marketing Music 101
I get asked a lot about press kits. People want to know how to
present them, what's in them, etc. I have been asked over and
over again to write articles on the subject, so here you are: a
brief crash course on press kits.
Your press kit is your calling card. It will introduce you and
your band to the people you need to help move your career
forward before they meet you or hear your music. Make it
interesting, exciting and entertaining. Make it attractive. Make
it something that will capture their attention and make them
want to see, read and listen to what you've sent.
Your press kit should include reviews you have received for
shows, information on current venues, and any reviews from your
new CD when they are available. Include a head or group shot
(black and white is the least expensive, but color really
catches the eye), a bio (if you don't have a bio, create one, or
get someone to create one for you), a cover letter, a CD, and a
business card.
Your cover letter, should be limited to one page and should be
packed full of concise well formatted information. Try to limit
your press kit to 7 or 8 pieces of information. You don't want
to overload them and you want to save some excitement for later!
Keep them a little curious.
You'll want to compile three types of press kits: one for major
labels, one for distributors, and the other for Radio PD/MD's.
(In my book, "The Indie Guide To Music, Marketing and Money"
ISBN 978-0-9746229-4-1, I go into much greater how to present
the different press kits to each one.) The order you place the
information in your folders is equally as important to the
reader as the content is to you. They know what they're looking
for. Your enclosures should go in the following order starting
on top:
Press Kit for Major Labels On the left side of the folder CD
Business card (attached to the folder) Cover letter Head
shot/Group Shot On the right side of the folder Bio Reviews
(most current on top) Any press Lyric Sheets (very important to
many A&R personnel. If you already have them in your CD jacket
don't repeat them with another enclosure unless they
specifically request separate lyric sheets. Save on postage.)
Press Kit for Radio PD/MD's On the left side of the folder CD
(possibly two, depending on the type of station - more on this
in my book.) Business card (attached to the folder) Cover letter
Head shot/Group Shot On the right side of the folder Bio Reviews
(most current on top) Any press
A word of advice: Certain labels will not accept unsolicited
material no matter what you do. Generally, you'll need an
entertainment lawyer or manager to submit to them on your
behalf. Other times major labels have an established
relationship with a verifiable industry contact that must
represent you. Warner Brothers is one of those and Dreamworks is
another. Before you send any press kit, you need to get
permission first. If you don't get permission, your product has
a very low probability rate of ever getting to its destination
and even less of a chance of getting read and listened to.
There are musicians who think that their music is the only thing
that will speak for them. They believe that their music alone
will open the doors to major labels. It won't. That is just the
plain truth. You must have a proven track record as well as a
"certain" style and look. It is after all the first thing they
see before they ever listen to your music. This is a money
making business. The majors are in business. They may think
Today's Popular Articles
you're the nicest person in the world, but they still want to
make money off of you and your contract. They aren't really
interested in taking a risk on what you think is the best music.
Your CD and ticket sales will inspire them.
So make sure that you do your work! Get listed with Soundscan.
Keep a record of all the airplay you receive (which stations are
playing you), and sell, sell, sell before you submit to labels.
Your statistics are equal to you being a low-risk prospect for a
major label. You'll have already proven yourself! And, more
importantly, you'll have a much better shot at opening the
doors.
After you have sent your press kit, make sure to follow up with
a phone call to make sure your press kit has arrived safely.
Then wait three weeks before you begin follow-up calls. Don't
just send the package and expect them to call. Remember, they
get hundreds of packages from musicians just like you every
single week. Follow up and get noticed - but don't become a pest
or they will ignore you. It's a fine line and you will know it
when you speak with them. Once you get a response, whether you
like the answer or not, politely thank them and send them a
thank you card for their time. They will remember you and you
may have perhaps gained an ally for the future!
Copyright 2005 Jaci Rae
About the author:
Jaci Rae is the #1 Best Selling author of "Winning Points with
the Woman in Your Life One Touchdown at a Time" ISBN 0974622907
and "The Indie Guide To Music, Marketing and Money" ISBN
097462294X as well as the host of the Jaci Rae show. To hear
Jaci's popular show, with some of the top behind the scenes as
well as famous bands go to: www.jacirae.com click on the weekly
show link.
- Legal Music Download Sites VS P2P File Sharing.
This article compares the differences between legal music... - Music Marketing- How to Rectify The Two Most Common Mistakes Everyone Makes.
Music marketing is by and large difficult for most artists, that is something we need to realise. Marketing yourself, being confident to allow people to listen to your tracks and most importantly, handling criticism takes a bit of time to get used... - Does listening to music improve productivity
There are many people who like to listen to music while they...
14 Users Online