Make your first and lasting impression

Page 16

Music Biz 101

The promotional kit or press kit is an artist's primary marketing tool geared to solicit interest from potential presenters and the media.

An effective promo kit should be visually appealing and include a biography, a photo, a CD, press clippings, and a business card. A discography/videography and a quote sheet of excerpt statements from other artists, promoters or media are optional and compliment the package.

The one-page biography is a brief description of the artist's musical background, the style of music, special performances and awards, most recent recording and past performances at notable venues or music festivals.

It is crucial that a biography be well written as it serves to engage the reader's interest in hiring the artist or getting media attention. A music publicist will realistically portray your music without going overboard with adjectives. Too much hyperbole is risky.

You don't have a second chance to make a first impression and your photo is the most single important visual impression that you can make. The standard is 8 x 10 black and white photo that will inspire interest in your act or music. To hire a professional specializing in photographing performing artists is worth the investment and the photo's quality will be reproducible for print. Remember the photographer has a copyright on his work and a release form for its use must be secured prior to reproduction. Promotional use of photos includes publicity materials, posters and EPKs (electronic press kits). The photo cannot be used for merchandising or CD covers unless that use has been agreed to in advance and in writing.

Photo sessions can run about $300 per sitting, not including photographic printing. The photographer keeps the negatives and anytime you need extra copies, you make your order. Professional photographer's fees sometime include the services of a make-up artist and hairstylist. It is wise to send your CD to the photographer in advance of your session so that he or she can get a sense of the kind of photo session that will truly capture your personality and music.

You can also bring in other artists' promotional material for ideas. (Photo sessions are not easy, believe me. Just try smiling for five minutes straight and looking natural. Soon your cheek muscles feel stiff and a fake smile emerges and the camera picks up everything. One way to relax your cheeks and mouth is to blow out air with your lips loosely closed. You might also want to bring your favourite music to listen to during the session.)

The promotional CD can be a selection of three to five songs with the strongest first. Too often, presenters and media do not have the time to listen to each song. You're lucky if you have ten seconds to capture their interest. Otherwise, in the garbage it goes. Music programmers have been known to develop their throws from their desk to the other side of the room into the garbage can.

Press clippings should be selectively inserted behind your biography, discography and quote sheet. A selection of the best CD reviews and interviews with three to five being the norm.

If you don't have a CD review, many freelance music journalists are looking for material to review or you can call a music editor to see how to get your music reviewed in their magazine or newspaper.

A business card with pertinent contact information should be placed in the folder. A folder with pockets on both sides should have the CD on the left and written material on the right. To avoid scratches on the photo, make sure the CD and photo has a protective layering such as, bubble wrap or thick paper.

Accompanying the package is a cover letter indicating the intent of the package with a timeline for future follow-up. The whole package should be sent with protective layering to reduce damage enroute.

Give reasonable time for mail delivery and receipt of the package. And, do not expect them to call you back! That's where persistence pas off with follow-up telephone and e-mail messages. You may not get a positive response initially from each recipient, but as I always say, there is always next time. Sooner or later, if you keep sending them updated promotional material and keeping them informed, an opportunity will present itself and they will remember you.

This column is for reference and education only and is not intended to be a substitute for legal advice. The author assumes no responsibility or liability arising from any outdated information, errors, omissions, claims, demands, damages, actions, or causes of actions from the use of any of the above. Ann Brascoupe can be reached at abrascoupe@hotmail.com.