An artist EPK ("Electronic Press Kit") is an essential component of promotional campaigns for artists. Think of it as a set of materials that media outlets can use for coverage. For instance, a blog might need a photo, an artist bio, and listening links to create a post about an artist putting out a new record.
An artist press kit should feature all the essential information to make getting coverage easier. A lack of information will turn off most blogs, radios, and playlists. For this reason, you want to make it as easy as possible for them to access your content. This article explores five things to consider when sending your artist EPK and a checklist of what to include. Keep reading to learn more.
01: Know When To Send Out An EPK
When promoting an artist, do so with a set goal in mind. It's critical to use events to generate momentum for newsworthy features. By "events," I mean anything like an upcoming single release, a new album, an anniversary, or an upcoming show. Sending out a general introduction to an artist seldom works well.
02: Keep it concise
"Less is more" when it comes to written content. An artist bio and a press release are essential features of an electronic press kit for musicians. However, they shouldn't be very long. Aim for something within the 200 words range.
A compact piece is more palatable for readers, and it is also more enticing to media outlets. To be blunt, nobody cares about the story of your life if you aren't an established act yet. Mentioning accolades, streaming numbers, and self-praise is also counterproductive and frowned upon. Focus on the goal of your EPK instead. You have a new song out. What's the story behind it? Why should people check it out? Make sure the content is well-written and appropriately formatted. Goofy grammar and poor formatting make for a bad first impression!
03 Option Paralysis
Artists should keep up with as many social media platforms as possible. Still, you should focus on a small group of core links to promote with more emphasis. Instead of including a long list of social media or streaming links, focus on 2 to 4 essential links for platforms to work with.
04 The resolution of your photos is too high
Many artists send massive image files with artwork and pictures. Media outlets aren't looking for the maximum resolutions. Make sure to convert your images for web use to avoid flooding your receiver's inbox with heavy files. In addition, you should adopt a file naming system for the sake of clarity. If you have an artwork file, name it "artist name-release name-artwork," not something random.
Keep high-resolution images handy and be ready to deliver if they ask.
05 Include correct and up-to-date information
An artist EPK should include the following:
- An artwork cover for the release you're promoting
- A high-quality photo of the artist
- A short artist biography
- A brief press release about the release you're promoting.
- Contact details (of the artist, manager, or press representative)
- Listening link (Youtube, Spotify, Soundcloud, Bandcamp...)
- An MP3 version of your release for private download (Don't send high-res audio files unless asked)