A press kit (often called an EPK – Electronic Press Kit) is a central reference point for anyone writing about, booking, or programming your music.
At its best, it removes friction. All the key information is easy to find, clearly written, and up to date.
This article outlines the core elements of a good press kit, why they matter, and common mistakes to avoid.
What a Press Kit Is (and Isn’t)
A press kit is not marketing hype or a sales pitch.
It is a working document designed for:
- journalists
- bloggers
- promoters
- venues
- festivals
- labels
- curators
Its job is to answer practical questions quickly and accurately.
If someone has to chase you for missing information, the press kit has failed.
This is part of reducing friction across the release process. See: what music promotion can and cannot do for you and How to Promote a Music Release for a full guide and example timeline.
1. Artist Name & Clear Identity
A good press kit should clearly state:
- artist / project name (consistent spelling)
- location (city / country)
- genre or stylistic framing (kept concise)
Why it matters:
Writers often copy and paste names directly. Inconsistent naming creates confusion and errors in coverage.
Tip:
Avoid over-tagging genres. One or two clear reference points is enough.
2. Short Artist Bio (Two Versions)
You should include two bios:
Short Bio (50–80 words)
- who you are
- what you make
- where you’re based
- current focus
Long Bio (150–250 words)
- expanded context
- background
- influences or approach
- notable releases or performances
Why it matters:
Different outlets need different lengths. Providing both saves time and improves accuracy.
Clear writing here makes everything else easier. See: describing your music without sounding like a press release
3. High-Quality Press Photos
Include:
- at least one landscape image
- at least one portrait image
- neutral or uncluttered background
- good lighting and sharp focus
Technical basics:
- JPEG or PNG
- at least 2000px on the long edge
- no watermarks
- photographer credit if applicable
Why it matters:
If visuals aren’t usable, coverage often stops there.
See: why most artist photos don’t work
4. Release Information
For each release, clearly list:
- title
- release date
- format (single, EP, album)
- label (if relevant)
- short description (2–3 sentences)
- key tracks (if applicable)
Avoid hiding this inside long paragraphs. Clarity is more useful than prose.
5. Streaming & Listening Links
Include direct links to:
- Spotify
- Bandcamp
- SoundCloud
- Apple Music (optional)
Best practice:
- use clean, public links
- avoid login-restricted dashboards
- label private links clearly
6. Video Links (Optional but Valuable)
If available:
- official videos
- live performance footage
- audiovisual work
Why it matters:
Promoters often want a quick sense of how the project exists beyond audio.
7. Selected Press Quotes (If Available)
Include short quotes, not full reviews.
Example:
“A carefully structured blend of texture and atmosphere.” — Blog Name
Rules:
- keep it factual
- attribute properly
- don’t overuse
If you don’t have press yet, skip this section.
8. Technical / Live Information (If Relevant)
For live projects:
- format (solo / duo / AV set)
- set length
- technical rider (optional link)
- whether visuals are included
9. Contact Information
This should be impossible to miss.
Include:
- contact name
- email address
- optional booking / management
- optional social links
Avoid using contact forms as the only option.
10. Clear Structure & Navigation
A good press kit is:
- scannable
- well spaced
- clearly sectioned
- mobile friendly
Structure matters as much as content.
Common Mistakes to Avoid
- overlong bios with no clear facts
- broken links
- low-resolution images
- missing release dates
- no contact details
- hype instead of information
How Press Kits Are Shared in Practice
PDF Press Kits
Commonly hosted on:
- Dropbox
- Google Drive
- artist websites
Still widely used for:
- email pitches
- festival submissions
But they can become outdated quickly.
Shared Folders
Often include:
- PDF overview
- images
- audio files
- video
Issues:
- multiple versions
- broken links
- confusion over latest assets
Web-Based EPK Pages
Increasingly preferred.
Advantages:
- one permanent link
- always up to date
- mobile friendly
- easy to share
This treats the press kit as a living document rather than a static file.
Where this fits in the release process
A press kit is not separate from your release.
It sits alongside your core assets and supports outreach, promotion, and communication.
Preparing it early makes everything else easier. See:
If you want a simple structure for this
If building a press kit has felt unclear or inconsistent, I’ve put together a short guide that outlines how to plan releases, organise assets, and present your work clearly.
It covers structure, writing, and how to keep everything manageable.
You can get the guide below.
Why I’m Building EPK Functionality Into TrackOffice
As part of my own workflow, I’ve been building EPK functionality into TrackOffice, a music release management tool I’m working on.
The goal is simple:
- store assets once
- structure them clearly
- generate a clean, shareable EPK automatically
Instead of juggling PDFs and folders, the press kit becomes part of the release process itself.
This makes it easier to:
- keep information consistent
- update assets in one place
- share a single link with press and promoters
I’m developing this through my own releases and documenting what works along the way.
This article is part of the Music Production Reference Library, organised into volumes covering sound, theory, production, and release.
