How To Build An Effective Electronic Press Kit for Musicians

An electronic press kit is a digital portfolio that gathers all relevant information about an artist or a band. Its purpose is to grab the attention of the recipient and give them an overview of their work and brand. Press kits are sent to different people for different reasons: to media professionals to secure press coverage, to festivals and bookers to get booked for gigs, or to other musicians to explore collaborations.

For a long time, EPKs were shared as PDFs, typically via email. This is still common practice for direct outreach, but it has become more of a standard to host EPKs on dedicated platforms or artist websites, where everything from music to visuals is embedded directly and accessible without any downloads or extra links.

When setting up your EPK, it helps to keep in mind what goal you're pursuing and to adapt it accordingly. But regardless of your intentions or the format you choose, there are a few important elements that typically remain the same. Here's a closer look at each one.

A press kit can be created in different ways, and the right approach depends on the format you go with.

Today, it is common to host your EPK on a dedicated platform or artist website. Platforms like Bandzoogle and ReelCrafter are built specifically with musicians in mind and allow you to embed music, videos, and photos directly into your page. If you're just starting out and want something free and simple, EPKBuilder is worth a look. General website builders like Squarespace work too, though they require a bit more setup to get the same result. iMusician's Artist Pages are also a solid option, especially if you're already using iMusician to distribute your music.

For PDF-based press kits, Adobe InDesign is the go-to tool for full control over layout and design. If you're looking for something more beginner-friendly and affordable, Canva is a great alternative with customizable templates specifically for EPKs. For simpler press kits, Apple's Pages or Microsoft Word can also work, though neither is as capable on the design side.

A press kit should always reflect your branding, whether through the choice of colors, fonts, or imagery. For those who are especially crafty, eccentric, or maximalist in style and dabble in physical art forms: why not create a mixed media press kit? Combining scanned-in, collage-style physical pages with digital design could surprise and impress whoever opens it, making the EPK especially memorable.

If you don't have the time or skills to create your press kit on your own, hiring a graphic designer who specializes in layout design is always an option.

While the format and tools you use are up to you, the contents of an EPK tend to follow a fairly consistent structure. A typical EPK contains the following 10 key sections:

• Cover page
• Table of contents
• One-sheet summary
• Biography
• Music samples
• Press photos and other visual assets
• Relevant achievements and career highlights
• Press and media coverage
• Fan engagement and other numbers
• Contact and booking details

The cover page of your EPK is what sets the tone and leaves the first impression, which is why it should be visually appealing and attention-grabbing. It should feature your name, logo, a high-quality image, and any design elements that align with your branding.

Your EPK should contain a table of contents that gives recipients an overview of all sections. Whether it's a clickable menu on a website or a page in a PDF, the goal is to make sure people can navigate directly to whatever section they're looking for.

This section is best created once everything else is in place. The one-sheet summary gathers the most important information about an artist or band and their music, so that readers quickly understand who they are and what they do. It usually includes a shortened version of the biography, an overview of the genre(s) they operate in, an image, key achievements, notable press quotes or highlights, and links to the artist's socials and music.

What else it contains depends on the intention behind your EPK. If your goal is to secure press coverage, it makes sense to add media features or statistics that demonstrate your relevance. If the focus is on gigs or brand collaborations, emphasizing your reach on social media and streaming numbers would be more effective.

The purpose of a biography is to give readers a better understanding of an artist or a band. Think of it as the place where you can share the things others absolutely need to know about you, and the things you absolutely want them to know about you.

If you're a solo artist, you can start with the basic details about yourself, such as your artist name and full name or when you were born. From there, it's common to talk about what inspired you to get into music and why you decided to pursue a career in it. Once the essentials are covered, you can share more personal details, such as your niche interests and hobbies beyond music, or even a surprising story that connects to your art.

If you're creating an EPK for your band, you can start by outlining when and how it was formed and who the members are. You can address the band's musical journey, its influences, key milestones, and what makes you stand out. Adding details about the relational dynamics, most memorable moments, or any interesting backstory can make the bio more compelling.

That said, you don't need to follow any template or formula. Anything can work, as long as it is authentic and memorable. Whether artist or band, it's the place where you get to tell your story, so don't be afraid to make it your own.

The music samples section is where you featue those releases that best represents your sound. Lead with your two most successful tracks, as these tend to reflect your best work from the perspective of your listeners. You can then include a selection of recent or notable releases that demonstrate your skills and musical evolution.

If you already have a discography, you can provide a concise list or a smart link with links to streaming platforms so recipients can easily explore more of your work. It's also worth providing downloadable high-quality audio files, such as 24-bit WAV or 320kbps MP3 versions, for any media outlet that may want to premiere or feature your music.

When writing about artists, a common obstacle media professionals come across is finding images they can use in their articles or social media posts without violating any copyright laws. To make their jobs easier, include high-quality photos and other visual assets, such as logos or icons, and explicitly give them permission to use them.

The emphasis here is on high quality and variety. Images should be in JPEG or PNG format, with 300 dpi for print and at least 3000 pixels wide for use in banners or promotional material. Web-optimized versions at 72 dpi should also be available for quick downloads. It's worth including both horizontal and vertical orientations, as vertical images are increasingly in demand for social media promotions.

One thing to keep in mind: if a photographer holds the license to your photos, get their permission before including them in your EPK. If they ask to be credited whenever their photos are used, communicate that clearly in the relevant section of your press kit.

The aim of this section is to give readers additional reasons to take you seriously. It can include awards, festival performances, public appearances, collaborations with well-known artists, milestone releases, or significant chart placements. Anything that showcases your credibility and achievements in the music industry and beyond will strengthen your press kit.

The press and media coverage section can stand on its own or be integrated into the previous one, as both aim to prove your relevance in the industry. Either way, it should feature your most significant coverage, such as mentions or interviews, starting with the most prestigious outlets. Unless you are just starting out, leave out coverage from irrelevant or low-quality outlets, as these won't add much value.

This section also highlights achievements, but in the form of numbers. If you have notable music statistics worth showing off across your social media or streaming platforms, this is where you should put them. As always, start with the most impressive and relevant figures. Visually, it's helpful to use icons and keep the section clean and organized to make the numbers easier to digest.

The final section is where you include your contact and booking information, along with all relevant social media and streaming links. Depending on your situation, this can be directed either to you directly (if independent), or to your manager or label.

The general rule of thumb is to only include the sections that make sense and add value. For example, if you're a relatively new artist who's only been featured once in a small local magazine, a separate press section might unintentionally work against you. In this case, it would be better to incorporate it within the achievements section. Similarly, if your streaming numbers are still far from impressive, it's better to leave them out until they are.