Build Bookings with a Killer Promo Kit

by Peter Spellman

First impressions are crucial in the music industry. Bands and solo artists are made or broken on the basis of a first impression. Though this may seem unfair (often it is), the competitive nature of today's music business has resulted in higher expectations of a band's presentation of itself. Today, a band must grab attention and hold it. If you miss your first chance, you've blown it.

High-quality promo kits can end up costing anywhere between five and eight dollars per piece, but go for quality; don't compromise! If you send out a half-baked kit, expect a half-baked response or none at all.

Where Your Promo Kit Goes

You'll be sending your promo kit to three main groups of people that can help your career:

Entertainment Buyers: club owners, booking agents, festival and fair coordinators, private party organizers, and student activities directors at schools and colleges.
Media Contacts: music magazine editors and writers, entertainment editors in the mainstream press, radio station music directors and key DJs, and TV and video music buyers.
Industry Contact: A&R reps from record companies, music publishers, multimedia producers, entertainment lawyers, and record pool directors.

What Makes Up a Winning Promo Kit?

1) Mailing Envelope. This is the first thing one sees. Avoid brown manila and go for color.

2) Folder with Sticker Logo. This is the next thing to greet the eye. Go for something unique. Try marbleized or metallic folders, or even a granite look. Go for glossy. Your logo will provide the graphic cue that unites your whole package.

3) Photo. When the folder is opened, chances are the photo will be the first to catch the eye. Again, go for quality. Hire a pro and look for a "package deal" that includes a three-roll shoot and printed 8"x10" of your photo with logo and contact information. If you can get three or four usable pictures per roll from your shoot, you're ahead of the game. It helps to get input from people you respect before choosing the photo for your kit.

4) Demo Tape. Your demo should contain no more than three tunes with your best one up front. Have them duped professionally with creative graphics and all pertinent contact information printed on both the label and the case.

Duplication packages can be found in local music mags or you can call a complete production house. Should you send a full-length CD? Not for demo purposes.

5) Cover Letter. Here's the personal touch. A sincere individual letter works better than a form letter. Introduce yourself and your act. Be concise and professional (grammatically correct and typed on good bond paper with letterhead). Ideally, use a word processor so you can use mass mailing software and personalize each letter easily.

6) Artist Bio. Give a brief history of the act and what the near future holds. It should be short (one page), neat, and professionally written. It should reflect your musical identity, originality, and style of music. Present yourself as a likely candidate for success. Don't lie, but don't be afraid to exaggerate a bit either, because the people reading your promo kit will assume you did anyway! Keep in mind the print media (magazine and newspaper writers) who will be receiving your kit. Well-written, creative sentences are often scooped up and reproduced whole from bios, saving time and getting your point across. Finally, since you want to be able to use the same bio over and over again, don't date it or link it to any particular record release. By all means, drop names. Pump it up!

7) Business Card. This can be inserted in the pre-cut slot on the folder's inside pocket (make sure the folders you purchase have this feature).

These are the seven essential items that should be in every promo kit; they are likely to be seen in this order. If your kit lacks any of the above, you're selling yourself short.

Extras

There are also a number of additional non-essential items that can make your kit stand out from the rest. These include:

8) Gig Schedule. This lets people know you're in demand and where they can catch your act. Also include a list of where you've played—kind of a musical employment record.

9) Radio and Press Quotes. Once you have a new CD, send it around for review. Pull quotes from reviews and use them for further promotion. Likewise with radio; include a "DJ Response Card," leaving a space for comments. Positive comments can be pulled and used for promotion. This can lend your act credibility and assure the recipient that you're not just tooting your own horn; others are too!

10) Song List. If you're sending your kit to an agent, school, or private party organizer, and you do some cover tunes as well as originals, it's a good idea to send a song list. Well-selected covers can go a long way toward getting you work.

11) Video. A picture is worth a thousand words. But if you only want to use a video for making your act more attractive to entertainment buyers, then a low-budget shoot of your live performance or an in-studio, lip-synched shoot will be all you need. Expect to spend anywhere from $1,500 to $2,500 for a full 10-minute production. If you plan to sell it in stores, air it in clubs, and/or get it on music television programs, then you should expect to spend upwards of $5,000 or more. Needless to say, only work with professionals. For some video producer contacts, consult The Yellow Pages of Rock. Be sure to get references and talk to other bands about who they've used for their video shoots.

12) Promotional Novelties. Here is probably the ultimate way to make your promo kit memorable. Enclose an object with your name printed on it that's slightly off the beaten path. A creative button, bumper sticker, or maybe a mock ticket to your band's performance at Madison Square Garden! A little brainstorming can result in some great, untried ideas. There are a number of companies with catalogs available to stimulate your thinking on this. Check the Yellow Pages under "Advertising Specialties."