Today’s question comes from the band, From the Balcony, from Collegeville, PA. They write:

“I know that press kits need to show a band’s ability to be independent and successful at the same time. What is the best way to demonstrate that? What is the best way to make yours stick out in a pile of them?”

Let’s face it guys, the notion of a traditional press kit is dated. Most people don’t want physical mail piling up in their offices, and the internet has made discovering new music easier than ever before. There are also many different sources where you would traditionally send a press kit: booking agents, record labels, press outlets, management, festival coordinators, etc. Since all of these recipients provide different services and value different qualities, you would want to emphasize different attributes when pitching to each of them.

I would like to stop here and note a recent article by our friends at Musformation that discusses the folly of chasing after record labels. Read it here.

Sending unsolicited press kits to those that don’t accept them is quick way to get your package in the trash. Before sending anything to anybody, research the outlet and find out how they prefer to be contacted. Usually they will indicate what information they want from you and the method in which they want to receive it. This saves them time and prevents you from wasting your hard work.

I’ve found the best way to create an all-encompassing pitch is to create a Social Media Press Release (SMPR). SMPR’s contain all the relevant talking points of a traditional press kit, along with links to various relevant forms of media and social bookmarking. While many are using EPK’s (Electronic Press Kits) these days, I prefer the SMPR as it’s more interactive and comprehensive. Two great leaders in communications, FutureWorks and Shift Communications, have provided templates for creating SMPR’s. Use these templates to create a thorough, comprehensive, organized, and impressive presentation of your band. They are linked below. Open them, right click, and save. Insert your relevant information, mp3s, and video, along with all pertinent contacts and links. Don’t say I never gave you nothin!

SHIFT COMMUNICATIONS SMPR TEMPLATE

FUTURE WORKS SMPR TEMPLATE

If you’d like to submit a question to “Ask Me Anything About the Music Industry,” email me at AlexBurton5000 [at] gmail [dot] com.