'Ask Eliza' is a regular MusicSA column by the site's Project Officer that attempts to answer your questions about the local music scene. You can view the latest topic, respond to all topics in the Forum, check the rest of the Archives for past topics, and/or email Eliza a new question!

Ask Eliza - Putting Together a Press Kit

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01/10/2005

Putting Together a Press Kit - October 2005

Well… it looks like this column has languished a bit lately.  MusicSA has been a hotbed of activity, though, as we prepare to host our inaugural 'Louder Than Words' Roadshow in late November.  As well as free industry workshops, it will feature a Showcase of SA bands, and this session focuses on the wide range of talent from the Southern Suburbs. 

More on that later – but in reviewing all the applications for the Showcase, I came across lots of young and emerging local artists, who are just starting out in the industry. As well as applying for the event, they were keen to know how to 'get their name out there' locally, and become part of the regular gigging scene.  First step: get a press kit together.

Actually, the application process is a very handy way to start – since it forces artists to think about things like, 'How do I present my music', 'How do I describe my sound, style, interests, 'What sort of photo/image represents me best?'  

These are the sorts of things you might have a general idea about, but have never had to put down on paper before…  It can be harder than you think! But a press kit is as essential as having songs to play.  In fact, I hope that all the applicants to our Showcase now have a useful 'press kit' that they can re-use for a variety of purposes, including getting live gigs.

The following advice is pitched at first-timers, but the principles hold true no matter what your experience level.

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Your press kit is what you give to venue owners/bookers, the press (obviously), record labels, radio, other bands you want to play shows with – it should be flexible enough to be used for just about any industry person you might meet.  

At the most basic level, every artist needs at least 3 things available in their 'press kit':

  • a biography (describing what you sound like, a brief history, your current plans etc)
  • a current photograph (and, as an option, any other logo/image that you want to people to associate with your name)
  • a demo of your music.

Sounds pretty simple, but believe me, people can make a real mess of it… or at least not take it as seriously as they should.

I've approached this topic before, in the context of "How to Get on Radio", so bear with me.  The recent showcase applications inspired me to offer a few more tips about what's hot, and what's not when it comes to compiling a press kit. 

Overall, first impressions count.  Industry folks see thousands of these kits, and you want to stand out for the right reasons.  You don't need to spend heaps of money; your focus should be on clarity, clarity, clarity.  And maybe cleanliness...  One application I received looked like it had been dragged through the dirt, and left my fingers feeling gross.  Not good.

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BIOGRAPHY
Even an incredibly 'slick' kit won't be as useful to you if it doesn't clearly describe your sound.  Make this one of the first things you say in a biography.  It's really frustrating to read 3 pages about a band's live show highlights, song titles,  likes & dislikes, but still not be sure whether they are rock, funk, pop or whatever.  By all means, be creative ("with riffs that sound like a dentist drill and hummingbird having a party"), as long as you give the reader some impression of what to expect, straightaway.

Include a BRIEF history of your musical achievements.  Never assume anyone knows anything about who you are. DO assume they're not interested in your entire life story. 

Don't list every gig you've ever had, choose some highlights.  If you've never had a gig, why not describe your songs?  "Little Miss E's songs feature engaging story-telling set to a background of melodic autoharp" or whatever.  

Include your artist names & instruments.  This also helps give an impression of your sound, too.  If you have 6 trumpet players and a cellist, the venue owner will know not to book you for Power Metal night.

Have some goals.  So you've written great songs and sound like a superstar.  What do you want to do?  "Band Amazing plans to spend the next 6 months building a local audience, before seeking a spot on the interstate folk festival circuit."  If you're ambitions are humble, or grandiose, that's fine.  The reader will want to know why you're bothering.

You won't (often) get away with downright lying. Extreme modesty is not your friend, and by all means embellish (every CV does, and this is your 'musical CV').  Just be cautious.  It's a small town, and chances are, reputable industry folks will be able to suss you out pretty quickly. 

No matter how you phrase things, it's easy to see through whether you've played a billion gigs or none, whether you've had community radio airplay or been thrashed on Triple J, whether you've played the local dive or opened at Thebbie, etc etc.  Remember, the person with your press kit is deciding if they'll take a chance on you.  They don't want to be 'tricked' and look like an idiot if you can't deliver what you promise. Best to be 'creatively honest.'

Have your contact details in a prominent spot (more on this below).

Make it interesting, make it clear, make it under two pages (one is better).  

Of course, some of the best-remembered bios break all the rules.  Just remember that this is your first impression; make sure it represents you.

PHOTO
Ditto the photo.  Put some thought into it. Doesn't matter if it's an obscure/ethereal/out of focus 'art' shot, or the rock standard 'standing near a brick wall' pose, as long as it fits your style.  A quick polaroid taken by mum in your kitchen does not scream "I'm a serious artist."  (Nothing against polaroids…or mum).

DEMO
It's getting harder and harder to get away with a cassette tape.  Ask around – how many people do you know who own (working) tape players?  This means even your best performance on a tape might not get heard.  A tape is 100% better than nothing –but avoid it if possible.

You don't need to go to a professional studio to record a demo.  You don't even need fancy & expensive computer software.  Again, ask around – someone's mother's cousin's best friend will have a microphone and basic program for recording on a PC.  Or a mini-disc. Or a video camera (extract the audio track and burn to a CD).  What about borrowing equipment at school?   If you can get a gig on Radio Adelaide 's Local Noise, they'll make a CD of your performance. Instant demo.  (Although, that's a bit of a chicken and egg scenario, since you'll need at least a demo to get booked on the show…).

There are of course lots of reasonable deals around for making demos at professional studios. Get the Music Index SA (MISA) guide and make some calls. You may be surprised.  Don't forget to apply for an ArtsSA grant, too. Funding rounds are twice a year, and the Early Recording Assistance can fund your demo up to $400 - pretty handy!

Just make it your best effort, however you can.  Look/sound like you want to be taken seriously, even if it's on cheap gear.   (NOTE: beware of very cheap CD-Rs though… some won't play in every stereo, and then instantly you have no demo in your kit…).

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Once you have assembled all the parts, find a good way to keep them together.  Folders are great, envelopes are OK – it's not hugely important, but it helps the recipient keep track of your stuff. 

What is more important is that you LABEL EVERYTHING CLEARLY.  Think about it: a booker puts your unlabeled CD in the stereo, your unlabeled photo gets separated from your bio…  When they pull the CD out, they don't necessarily remember who it is.  And there's this odd photo of someone sitting on their desk.  And a bio that says how wonderful Mr X is, but they can't for the life of them find the Mr X  CD or photo.  LABEL EVERYTHING CLEARLY.  Repetition is good.  Put your name, band name, contact (phone/email) on everything that could become separated in your kit. Make it easy for people, and they'll appreciate it.

Now you're ready to grab your MISA guide and start shopping your press kit around the place.  Do some homework and find out which venues might suit your sound/style. Several venues listed on MusicSA give you a headstart by telling you what they look for, and who to contact.  Check out the street press too. By reading the gig guides regularly, you'll get a feel for where you'd fit in musically.  Ask other musicians if you can hop on a bill.  Expect some rejections, but most importantly, don't give up!

That's plenty for now, but I hope that points you in a few helpful directions.  I'm happy to take specific questions/comments about this topic, too.  Head to the forum and reply to the 'Latest Ask Eliza' posting, and I'll do my best. ;)