If you are an active independent musician, DJ, artist, or band you're going to need an EPK. But how do you create an electronic press kit, what is an EPK, and who needs to see it?

An Electronic Press Kit (EPK), is a digital portfolio, typically one page, that serves as your calling card to key industry contacts, including booking agents, venues, festivals, promoters, record labels, and potential managers. It's also a powerful promotional tool when reaching out to media outlets like magazines, newspapers, blogs, TV, and radio. A well-crafted EPK can open doors to booking opportunities, media coverage, and collaborations, significantly boosting your visibility and advancing your career.

Artist Branding

When designing your press kit, consider your artist branding and what will grab the interest of those you’re pitching to, leaving them wanting to know more. Your copy, visuals, and presentation should evoke emotions, with your logo, photos, and artwork all enhancing your brand and setting you apart in a crowded market. Focus on telling your story in a way that resonates emotionally with your audience. Effective marketing creates connections driven by feelings, not just facts. Early advertisers understood that making people care matters more than simply showcasing a product.

Are you ready to prioritise your music and stand out in the industry? At WaterBear – The College of Music, we’ll support and equip you with the skills and knowledge to build your brand and career.

What should musicians include in an EPK?

There are several essential items that should go into an EPK. You don’t have to include everything but showcase the music and information that will have the most impact on the viewer. At the very least, it should contain your artist bio, links to music, high-res promotional photos, videos, relevant achievements, links to your social media, and contact details. If you are pitching to different types of audiences, create different EPKs as you see fit. Ask someone to check it over, as they may have a different take on what makes you unique; it is sometimes difficult selling yourself!

Artist or Band Bio

Your artist bio will help industry professionals understand who you are as a band or artist. If you can’t explain what you are about, you won’t be easy to sell. You should craft a concise yet engaging bio, in the third person, that highlights your story. Think about how some of your favourite bands and artists tell their stories. Look at their artist bios on their websites and social media to see how they do it. Here are some tips:

• Engaging Intro: Start with an engaging introduction to capture attention.
• Background Story: Provide a brief, interesting background story with your career highlights.
• Members’ Names: Include the names of band members.
• Projects and Tours: Mention your latest or upcoming projects, releases, or tours.
• Quotes: Include interesting quotes or testimonials.
• Bio Length: To suit different media needs, prepare bios of different lengths. Include an elevator pitch of a couple of lines, a paragraph of 150 words, and perhaps another bio with two paragraphs.
• Proofread: An EPK is a professional document, so make sure you proofread and perhaps run it through a spelling and grammar checker.

Artist Bio Example

Here is an artist bio example used by the band Orchards:

Born from Brighton’s diverse musical breeding ground, indie quartet Orchards are among the cities brightest rising stars. Comprised of lifelong friends Sam Rushton (guitar) and Dan Fane (bass/vocals), who met vocalist Lucy Evers within their first week at university, the band are a resplendent mix of summer melodies and stellar hooks that threaten to be stuck in your head for days.

“Twiddly, fiddly math-rock riffs chucked in a Nutribullet with the bombast and ambition of pop music” - Noisey

Links to Your Music

Your music is the centrepiece of your EPK, so it’s crucial to showcase it effectively.

• Music Links: Provide direct streaming links such as Spotify or SoundCloud for convenience. If you wish to provide MP3 or WAV files, link via Dropbox or another cloud provider.
• Best Track First: Lead with your strongest, most polished track to grab attention immediately.
• Radio-Friendly: Ensure all tracks are free from explicit content (swearing, substance abuse, graphic violence) to increase playability.
• High Quality: Only include tracks you're proud of; poor recordings can damage your reputation.

Promotional Photos

Visuals play a central role in your brand identity and are an area that will have a big impact on your promotion.

• High-Res and Low-Res Images: Include a mix of high-resolution (300 dpi) for print and low-resolution (72 dpi) for web use.
• Professional Photography: Aim for professional shots that reflect your brand, whether studio or outdoor.
• Variety of Angles: Provide headshots, full-length images, and live performance shots in both landscape and portrait formats to suit different media needs.
• Research Ideas: You may already have a clear vision of your brand, but if you don’t, look at artists and bands you admire within your genre to get some inspiration. Perhaps create a mood board of your favourite shots.

Here is an example press image for the band Orchards:

Orchards Credit: @del_photos

Live Performance and Music Videos

Videos can make your EPK more dynamic and engaging. Promoters are more likely to book you if they can see how you perform live. Whether it’s a performance or lyric video, prioritise high visual and sound production value where possible.

Website and Merch Links

You should include links to your website, where future tour information and announcements can be located. Also, provide links to your merchandise to help promote it at every opportunity.

Social Media Links

Provide links to your social media profiles to show you are active, and keep your bios up to date on each platform. Also, make sure you connect your EPK to your social media, and website if you have one.

Tour Dates

Keep your performance schedule up-to-date to attract potential bookings. Provide complete gig details (date, venue, address, map, purchase links). Ensure your tour list is current by removing past dates.

Media Links and Quotes

Within your press kit and bio, you can always include quotes as they will help to boost your credibility, and also give further insight into you music. Include media links to radio, TV, and online performances, and highlight great quotes from reviews.

Here are several quotes for the band Orchards:

“Atop sharp-edged, angular collisions, Orchards manage to cram approximately 5 killer hooks into the space of a single song” – DIY

“There's more to Orchards than meets the eye. The band's whip-smart math-pop is all glistening surface and immediate melody, but beneath this chrome-plated chassis lies a complex rhythmic engine.” - CLASH Magazine

Artwork and Logos

Your artwork should reinforce your brand identity. Include branded materials like headers and logos that media outlets can use to promote you effectively. If you have yet to create a logo, read our handy guide on creating the ultimate band logo.

Contact Details

Make it easy for industry professionals to reach you or your team by including your email, phone number, and social media handles.

Tech Rider and Stage Plan

If you are booked to perform at a live music venue or festival, they will need to know your technical requirements, such as the number of microphones and plug-ins, to prepare effectively. However, it is not always necessary to include these elements in your EPK.

EPK Examples and Templates

There are many online digital resources you can use to easily design and format your press kit. How you lay it out and what you include in your press kit is up to you.

Canva: Canva is a great online platform and is free to use, they also have media kit templates and examples to help get you started. You can create an EPK on Canva that can be downloaded as a PDF or created as a shareable link, allowing for dynamic updates and easy access for industry professionals.

Wix: Websites such as Wix offer EPK templates and tools to create press kits and one-page websites. The advantage of using a website such as Wix for your EPK is that it looks professional and is very easy to update. An EPK can also be combined as part of a complete website.

Distribution Strategies

So, who will you send your shiny new press kit to? Distributing your EPK and targeting the right audience is key. Focus on promoters, music blogs, and event curators who align with your genre and artistic vision. Prioritise individuals or organisations that have shown interest in your music previously. Research and personalise your outreach to increase the likelihood of your EPK being noticed and appreciated.

Your Career in Music

A well-crafted EPK is a vital tool for musicians looking to elevate their presence and develop their careers in the music industry. For maximum impact ensure it is professionally formatted, easy to navigate, tailored to your target audience, and kept up to date! By focusing on building emotional connections and strategically distributing your press kit, you pave the way for meaningful opportunities and greater visibility.

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