How to Make the Perfect Press Pack

Every month, MusicReview receives tons of mails from bands around the world who are interested in having their albums reviewed by us. Like any good professional organisation, we promptly reply and give them our mailing address.

Of the albums received, we’ve noticed an alarming trend – only a select number of bands truly understand the art of compiling a good press kit. After chatting to a few other professionals, it was realised that this is a common problem across the field. So, instead of just sitting back and ignoring the problem, we’ve decided to assist you with some information on how to create the perfect press pack.

Brand your Band
Guys and girls, you need to market your band as a brand. This means you’ll need a logo and a name – and yes, we have had bands contact us who don’t even have a name yet! Just like Coca-Cola is recognised through its colours and logo, you need to decide on your avatar before introducing yourself to the media.

Do Not Send Links
I cannot judge your song via MySpace or Facebook – its low quality and the lazy way of approaching anyone. Think about it, you don’t send a link for someone to view your CV elsewhere – you send it directly to them.

Use MySpace or Facebook pages as resources, but send actual hard copies of your product out. Remember, if you want something from someone; make it more convenient for them.

Sending mp3 Links
Another growing trend is to give the reviewer a link to download the mp3 version of the album. In the USA, this is seen as alright, but please keep in mind that some countries – such as South Africa – don’t have cheap uncapped internet facilities, therefore we are paying for every download. So in essence, we are the ones paying for you to be reviewed.

Attach a Biography
Seasoned bands send out bios even when everyone knows who they are, as it helps eliminate any doubt over facts. You want a journalist to use your official biography as a reference, not some random fansite on the net.

You need to send a bio with every package, which includes:

• A logo or letterhead.
• Brief history of the artist/band.
• A selling point.
• List of band members and their roles.
• List of achievements, such as playing at big festivals, awards, etc.
• Contact details of manager or press officer.
• Links to websites.

If possible, it’s worth paying a talented copywriter, who understands music, to write your bio. At the end of the day, you want a professional document – not a couple of pages of word vomit. MusicReview does offer a professional biography service, so please just email me (sergio@musicreview.co.za) and I’ll send you our rates card.

But if you’re going to write it yourself, please conduct a ‘spell check’ after you’ve finished typing – we’ve received some…ahem…gems in the past.

Talk About The Album
You’re going to hate writing documents after you’ve finished this press pack, but trust me, it’s worth it at the end of the day.

You’ll need to give some background information on your album, such as where it was recorded, who produced it, how long it took, influences, etc.

The average fan may not care about these facts, but most reviewers like to know these things, as they’ve come to understand certain producers’ signature styles and techniques.

Don’t Forget The Track Listing
Media professionals understand that times are tough and it’s getting harder for bands to send out original albums to various companies. So if you’re sending out a promo copy or a plain CD-R, don’t forget to include the track listing. Otherwise, it will be impossible for the reviewer to mention or discuss a track if he/she doesn’t know the song title.

Scratch Out the Barcode
Sadly, some members of the media are pretty scummy and may try sell your original album once they’ve received it. So make sure that you scratch out the barcode or punch a hole through it, before sending it out. No one needs a barcode to review an album.

Be Original
Don’t be afraid of trying something different – for example, including stickers or different packaging.

Be Professional
Don’t send pages that look like they’ve passed through Somalia. Truthfully, the postal service does often rape and maim packages, but at least do enough from your part to make sure the package is in a good condition when you send it out.

Add a Personal touch
A handwritten or typed note saying, “Thanks for taking the time to listen to our album/or checking us out” is always welcome and cherished. Personally, I keep these notes and value them.

Make Sure it’s Delivered
The fact is that media organisations receive thousands of mails from people who want to featured – and probably only half of these people actually bother to send out their product. We do not have the time to follow up and ask, “Have you sent your stuff yet?”

It’s your responsibility to check up with the company and ask if they’ve received your package. Postal service isn’t always reliable and packages do get lost – so keep that in mind.

If you’re ever not sure what you must send, just ask for help. You’ll be surprised how many media professionals are willing to assist you.

- Sergio Pereira
sergio@musicreview.co.za
Join MusicReview on Facebook