By Charlie Dahan

The Three Essential Elements

The most important tool in the arsenal of every artist no matter what point they are at in their career is the press kit. This single package will convey to its recipient who you are, why you are contacting them and why they should pay attention to you. While you need to get the recipients attention right away and distinguish yourself from the piles of press kits they are receiving that week, there are some basic rules and elements that should be included in your kit.

1. The Music Demo ­ Obviously no one can assess whether or not you are talented enough to play their club, record for their label or receive airplay on their radio station without a sample of your music. When submitting demo recordings to labels or publishers it is best to ‘re-sequence’ your recording differently than you would if you made it into a record to sell to the public. Remember that you have the attention of the listener for only a few seconds and need to capture their attention immediately. Your opening ten-minute instrumental opus may set the mood for your record, but it will also cause the person who is evaluating your music to hit the stop button. Burn a CD with your best and catchiest song first. Sometimes your judgment might be mired by your emotional attachment to your songs. It is best to have an impartial third party help you decide which of your songs carries the most appeal. Also, a surefire way of deciding which of your tunes are the catchiest is by your fans reaction to them. They will holler for the songs they really enjoy.

   Also, CDs are now the preferred listening medium, as it is easy for the listener to forward their way through your CD. Remove the shrink-wrap from your CD and clearly mark your contact information on the actual CD itself. I cannot tell you how many packages get separated from the press kits on in my office and I have no idea whose CD it is because there is no contact info or even the bands name on the CD.

2. The Biography ­ Here is where you will tell your story. Write your bio to a general audience so you can use it in all circumstances like submitting to record companies, press, radio, publishing companies, local clubs, potential managers. This way you wont have to create a different bio for each recipient. Make sure to include information about the band, its musical style and approach, accomplishments or items of note (record sales, opening for a nationally known act, radio play, etc) and any interesting anecdotes. Remember that you have a page to convince the recipient that you are worthy of their attention and set yourself a part from everyone else vying for people in the business’ attention.

   KEY TIP: AVOID HYPE OR EXAGGERATION!!! People in the business have heard it all before and if they perceive even for a second that they are being BS’ed, you will be passed on. Avoid statements like ‘Best band since the Beatles,” or “Are you ready to make millions.” With hype you are fighting a losing battle.

   Do your best not to go over a page in your biography, as the last thing you want to convey to the recipient is that reading this package requires work.

3. Letter ­ Here is where you will be audience specific. You should immediately and professionally let the recipient know why you are contacting them. Pull out a highlight or two from your bio and do everything in your power to make your letter peak their interest. Make sure your letter is in proper form and contains no grammatical or spelling errors.