how to create a press kit

HOW TO CREATE A PRESS KIT
INTRODUCTION
What is an ‘Electronic Press Kit’?
An Electronic Press Kit can come in many different variations depending on the specific intended use of the EPK. Generally
speaking, an EPK is a collection of pre-packaged promotional materials used for an artist. An EPK is applicable to a wide
range of industries, however, the advice provided here specifically relates to a DJ, Performing Artist, Vocalist or Producer.
What is an EPK used for?
There are many uses for an Electronic Press Kit. One of the most common uses in the DJ community is that it provides
a collection of material for a promoter, venue or booking agent once an event booking or show performance has been
confirmed. The promoter or employing party will have to market the event at which the artist has been booked to play. They
will have to create a number of marketing tools including advertising material such as posters, digital flyers, banners and
other advertising placements.
They will more than likely wish to engage in any press opportunities to promote the event, which will mean that journalists,
bloggers and media personnel will require high-resolution photographic images and a biography to create articles and
interviews. Another common use for an EPK is to attract management or booking interest. In this instance an EPK could
be distributed by a booking agent or even by the artists themselves. No matter what the use is for your EPK, you should
consider which elements should be included and tailor a version that best suits its application.
For example – a prospective manager would be interested in what your current profiling looks like, social media links and
any standout information that would entice them to sign you as an artist. They wouldn’t necessarily require high-resolution
images that would make the EPK take longer to download due to the increased file size.
At what point does an artist need an EPK?
It’s not a great idea to start distributing an EPK if you are not ready to get yourself out into the realm of securing
performance engagements or management interest. If you are still in the early stages of developing who you are as an
artist and what you would like to be, then the suggestion is to hold off until you have a good understanding of what you are
trying to achieve. No matter how small or large your dreams and aspirations are, you need to be ready for the opportunity
that you’ve been working towards when it arrives. If you are using an EPK to try and gain your first DJ performances, then
you need to have the bare essentials prepared like an artist name (if not your own), photography and a logo.
Is preparing an EPK a ‘Do It Yourself’ task?
That all depends on what type of person you are and the skills you have at hand. With the help of this guide, you will see that
creating a professional EPK is not as hard as it may seem. It does require some attention to detail and often the quality of
the EPK is determined by the quality of the content. Knowing exactly what to include and how to do it is only half the battle.
Putting together an excellent EPK with an impressive artist profile requires some creativity and you may need to employ
professionals such as photographers, graphic designers, copywriters and social media management professionals.
Unfortunately I can’t create your artist assets for you – I wish I could! But I can show you exactly how to create a
professional Electronic Press Kit that any respected manager, booking agent, publication or record label can work with on
an international level.
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BIOGR APHY
How To Create An Effective Biography
An artist biography is one of the most essential assets you will need to create. This is the most reproduced source of
copy or text information that will spread throughout the media during your career. Hiring a wordsmith is advised but not
entirely necessary, perhaps you can try writing it yourself or enlisting the help of a friend who is well versed in writing in
an engaging and precise way.
Your biography needs to be constructed in an interesting way that entices the reader to continue and it should answer
these questions in as few words as possible.
Who You Are
What You Do
Why They Should Listen
What You Have Achieved
Why You Are Different
Where You Are Headed
It is handy to have two versions of your biography – a short version and a long version. Promoters will want a short
version so that they can place a short blurb of information about you on ticket listings, websites, flyers and other
material where the placement only allows for limited text. Now that we’re well and truly in an age where images
dominate, people tend to prefer brief text, if any, alongside images that provide the important information. Hence the
success of image based blogs and Instagram.
Choosing what content to include in your biography will most likely come down to the material you have to choose
from. If you are just starting out and don’t have a long list of achievements to draw upon, it’s always best to keep your
biography brief and concise. If you resort to constructing a work of fiction, experienced professionals will see straight
through. Therefore, less is more – find out what your strongest points are and try to focus on where you are headed as
opposed to what you have already achieved. Two paragraphs of interesting material will always rule over a page of vague
material.
TIP: Make sure that
you always include the
information that you would
most like syndicated in the
media. Journalists often
compose articles with your
biography as a reference point
along with any press releases
they may have received.
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THE SHORT BIO
Stafford Brothers (Example)
The Stafford Brothers are the hottest Australian export to recently hit the United States. Currently ranked the #1 DJ’s
in their homeland (3 years running, ITM Awards), brothers Matt & Chris Stafford made their way to the West Coast,
now residing in the Hollywood Hills of LA. Shortly after, they became the first ever electronic act signed to Cash Money
Records and released their debut single “Hello” featuring Lil Wayne and Christina Milian this past February. ‘Hello’, still
in its early stages of Australian release has already hit Double Platinum selling status reaching #4 on the official singles
chart and #1 on iTunes (Dance) sitting inside of the top 5 most played tracks on radio this year.
‘Hello’ will be released in America this Summer along with a brand new music video. Catch the Stafford Brothers at
their residencies all across America including Lure, Hollywood and Cirque du Soleil’s highly anticipated Light, Las Vegas
in the Mandalay Bay Hotel.
The short bio should be no more than 200 words
Load it with recent & relevant eye-catching information
Avoid over-loading sentences with creative writing
Include information that you would like to be directly lifted
Include a promotion of recent activity
Here are some examples of how your short bio can be reproduced and syndicated creating new exposure:
www.earmilk.com
www.residentadvisor.net
www.ilovedominicanrepublic.com
www.iheartevolution.com
TIP: Here are some examples
of how your short bio can be
reproduced and syndicated
creating new exposure:
www.earmilk.com
www.residentadvisor.net
www.ilovedominicanrepublic.com
www.iheartevolution.com
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THE LONG BIO
Stafford Brothers [Example]
The Stafford Brothers are the hottest Australian export to recently hit the United States. Currently ranked the #1 DJ’s
in their homeland (3 years running, ITM Awards), brothers Matt & Chris Stafford made their way to the West Coast, now
residing in the Hollywood Hills of LA. They are the first DJ’s to have their own network TV show (currently syndicated in
over twenty countries) and the first electronic artists ever signed to Cash Money Records. They have remixed artists as
diverse as Timbaland, Wolfgang Gartner & Akon and are the only DJ’s to be commissioned to rework the official theme
song of one of the world’s biggest sporting teams on the planet, Real Madrid.
The story begins on the dance-floor over a decade ago when these brothers in arms took to the decks for the first time
at a humble lounge bar in the heart of Australia’s Gold Coast. Flash forward to the present and the Stafford Brothers are
regular fixtures on the world stage, a must-have ticket experience for lovers of electro and progressive house music,
playing shows at iconic culture clubs, venues and festivals.
As producers they exploded onto the circuit with a string of original club records followed on heavyweight dance labels
such as Ministry of Sound, Cr2, Toolroom, Defected, Armada and Stealth to name a few. To this day they have remixed
some of the biggest names in the industry and more recently have teamed up with US chart-topping producers to work
on forthcoming records to be delivered via ‘game-changing’ major labels. More unconventionally, in 2011, the Stafford
Brothers where asked to rework the official theme song of Real Madrid. ‘Everybody’ (Hala Madrid) was released to over
26 Million Real Madrid Facebook fans and features the iconic ‘super-club’ players in the official film clip.
As for DJ performances their main-stage break came in 2010 when they were announced as the support act for The
Prodigy on their Australian Stadium Tour. This performance caught the eye of touring giants Future Entertainment who
billed them as the official host of Future Music Festival’s main-stage; an honour they still hold today. Each year over
100,000 revellers flood the open field dance floor as they play multiple sets in between artists such as The Chemical
Brothers, Ke$ha, Swedish House Mafia, Fatboy Slim, Jessie J and Skrillex.
From Miami to Ibiza, Whistler to Warsaw, the Stafford Brothers have taken their music to great lengths and to great
success. This extraordinary reach attracted the attention of international TV Producers. In January 2011, the FOX
network premiered Season One of ‘The Stafford Brothers’; the first reality TV show about DJ’s to hit the small screen.
Thousands of Australians tuned in to watch the trials and tribulations of the rising DJ’s in a cut-throat industry.
The show is currently being filmed on location in the United States for a third season whist Seasons One & Two are
syndicated on various networks internationally.
Whilst the Stafford Brothers are now based in LA, they continue to fly the flag for dance music in Australia. They are
major shareholders in three of the hottest nightclubs showcasing national and international artists each week; coown the premium artist touring & management outfit 360 Agency and hold a weekly slot on the highest syndicated
commercial radio network. Their TV show shares an exclusive insight into the world of the DJ, stretching well beyond the
dance community and in 2012 cemented the Stafford Brothers as household names.
In early 2013 Cash Money Records released the single ‘Hello’ featuring Lil Wayne and Christina Milian. Hello, still in
its early stages of Australian release has already hit Double Platinum selling status reaching #4 on the official singles
chart and #1 on iTunes (Dance) sitting inside of the top 5 most played tracks on radio this year. What happens on tour, no
longer stays on tour as the Stafford Brothers constantly push the boundaries bringing their fans along for the ride.
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PRESS SHOTS
High Resolution Artist Imagery
Every artist needs high resolution photographic images that can be used to profile your identity. Hiring a professional
is a must. This is not something that should be done at home with a smart phone camera in the backyard. If you do not
have the money to hire a professional photographer, use the internet and track down an up and coming photographer
in your area that is looking to build up their portfolio. It’s not uncommon for studying photographers to be looking for
subjects to shoot for their portfolios, especially if they think that there is a good chance that the images will be used in
press or public material.
A picture tells a thousand words – we’ve all heard that before, so take some time to plan your press shots before hand
and have examples of other artist shots that you like on-hand to discuss your shoot with your photographer in detail.
These shots will determine how you’re perceived as an artist.
Profile Shots
First and foremost you will need to have images that are suitable for use in advertising. What style you choose is
completely up to you. Some artists like to make the shoot fun and full of energy whilst others like to keep the imagery
serious to send a particular desired message.
You should achieve at least three great profile shots that can be included in your EPK. This will provide sufficient options
without including loads of unnecessary images that will make the file too large to download easily.
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Press Images
If a promoter has been using a certain image from your
press kit in their advertising, the press will most likely
not want to use the same image in their editorial. The
media are generally looking for exclusive content, at
least to their specific region and surrounding the specific
event. They will also want to see a bit of personality.
This is where being creative on the day of your shoot will
come into play. By messing around and experimenting
with ideas, you may come up with an image that looks
interesting enough to make their publication look
attractive. Remember the ultimate goal is to create
images that will get used.
Performance Images
It is not 100% necessary to include performance images.
You may not have these available as you may be just
starting out in your career. If you do have them available,
having great images where you are performing to a
great crowd can help create the perception that you
are an established artist that is used to performing in
front of an audience. The promoters would also more
than likely share images like this on their social media
to create interest for your show, which in turn is a great
brand building exercise for you as an artist.
Supplying Images
The higher resolution – the better the quality. This will
make the images large in size so please consider this
when packaging your EPK. For example – a Journalist
will not want an image that is 21MB in size as they simply
don’t need it to be that big to include online in an article
they write. A graphic designer will want a large image
if they are creating artwork such as large posters,
banners and billboards.
Suggested Specifications:
1200px X 800px (Small)
2400px X 1600pm (Medium)
3600px X 2400px (Large)
Supply all images as .JPG or .PNG files.
JPG’s are the most commonly used formats
for syndicated photography.
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ARTIST LOGOS
How To Supply Professional Files
A logo is a graphic mark or emblem commonly used to gain instant public recognition. Logos are either purely graphic
(symbols or icons) or they are composed of the name of the organization (a logotype or wordmark). To create your artist
logo you will need to hire a professional graphic designer. Again, you can utilise studying designers that might need the
practice or perhaps you may have a friend who can help you out. Either way, you will need to create the best logo you
possibly can, as it is not advised to change your logo once you start building your profile.
The most versatile logo shape is rectangular, as it will best suit most popular advertising formats such as poster
artwork.
Other Popular Logos
TIP: You should supply your logo in a range of specifications so that other graphic designers using your logo
can edit and resize accordingly. Supply your logo as .JPG or .PNG as well as .EPS and .PDF editable files.
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DIGITAL RESOURCES
Supplying Online Connectivity
This part is simple, providing that you already have the digital tools activated. All you have to do here is make sure that you
supply all your relevant digital information via network links like the following examples below.
STAFFORD BROTHERS – HOT LINKS!
SOCIAL MEDIA
www.staffordbrothers.com
www.staffordbrothers.com/facebook
www.staffordbrothers.com/instagram
www.staffordbrothers.com/twitter
www.staffordbrothers.com/soundcloud
www.staffordbrothers.com/youtube
STAFFORD LIFE WEBISODES
Stafford Life – Episode I: Stafford Brothers
www.youtu.be/hJL8f988pag
Stafford Life – Episode II: ‘Hello’ Behind The Scenes
www.youtu.be/CgmraJelMBQ
Stafford Life – Episode III: Miami 2 Mexico
www.youtu.be/5qH2_hiesWE
OFFICIAL MUSIC VIDEOS
Hello – Stafford Brothers feat. Lil Wayne and Christina Milian
www.youtu.be/EcXrxwCh9Zo
Hands Up (Future Music 2013 Anthem) – Stafford Brothers feat. Lil Jon
www.youtu.be/4XokvQckJlY
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RIDERS
Who Needs What And Why?
There are two types of Rider that are most commonly used in music – Technical and Hospitality.
TECHNICAL RIDER
The Technical Rider is a document that specifies the types of equipment that will need to be arranged for the
performance. It can also include a list of professionals that will need to work at the event such as lighting and sound
engineers.
Here is an example of the Stafford Brothers Technical Rider:
+ 3 x PIONEER CDJ2000 CD PLAYERS (MUST BE LINKED)
+ 1 x PIONEER DJM900 MIXER
+ 2 x CLEAR & ACTIVE FOLDBACK MONITORS
+ 1 x CORDLESS SHURE SM58 MICROPHONE (MUST BE CONTROLLED BY DJ MIXER)
HOSPITALITY RIDER
The Hospitality Rider is a list of requests for the comfort of the artist on the day of their performance. This would include
things like towels, water, alcohol, snacks and any additional backstage requirements needed.
Here is an example of the Stafford Brothers Hospitality Rider:
+ 1 X BOTTLE OF JAGERMEISTER
+ 2 X BOTTLES OF GREY GOOSE (VODKA)
+ 12 X CHILLED BOTTLED WATER
+ 12 X FOSTERS LAGER (BEER)
+ 12 X HELL ENERGY DRINK
+ MIXERS (SODA WATER + CRANBERRY JUICE)
+ FRESH CUT LIMES
+ GLASSES, ICE & BUCKETS
+ 4 X WHITE HAND TOWELS (CLEAN)
+ FRESH FRUIT PLATTER
+ NUT BARS
+ 4 X WHITE TOWELSI
TIP: If you are using your EPK to attract the attention of a possible booking agent or manager, it’s not a great
idea to include a hospitality rider! They might get the wrong idea about what your priorities are.
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PACK AGING YOUR EPK
How To Efficiently Host And Deliver
Before you are ready to upload your EPK, use the below checklist. Remember there are many variations and the press
kit we are creating is used for the purpose of securing performances and press engagements.
CHECK LIST
Biography
Short Biography
Press Shot #1 (Profile)
Press Shot #2 (Profile)
Press Shot #3 (Press)
Press Shot #4 (Press)
Press Shot #5 (Performance)
Press Shot #6 (Performance)
Logos
Web Links
Technical Rider
Hospitality Rider
Once you have all your assets together you will need to host them on a website. This could be your own website or hosted
by your management or booking agent. Package your files together as a .ZIP compressed file.
Here’s an example of what a completed EPK looks like.
Download here.
© DJ Master Course 2013. Written by Shaun Barker
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