Marketing for Musicians 101: How to Make a Press Kit and Write a Cover Letter for Major Labels

I get asked a lot about press kits. People want to know how to present them, what's in them, etc. I have been asked over and over again to write articles on the subject, so here you are: a brief crash course on press kits.

Your press kit is your calling card. It will introduce you and your band to the people you need to help move your career forward before they meet you or hear your music. Make it interesting, exciting and entertaining. Make it attractive. Make it something that will capture their attention and make them want to see, read and listen to what you've sent.

Your press kit should include reviews you have received for shows, information on current venues, and any reviews from your new CD when they are available. Include a head or group shot (black and white is the least expensive, but color really catches the eye), a bio (if you don't have a bio, create one, or get someone to create one for you), a cover letter, a CD, and a business card.

Your cover letter, should be limited to one page and should be packed full of concise well formatted information. Try to limit your press kit to 7 or 8 pieces of information. You don't want to overload them and you want to save some excitement for later! Keep them a little curious.

You'll want to compile three types of press kits: one for major labels, one for distributors, and the other for Radio PD/MD's. (In my book, "The Indie Guide To Music, Marketing and Money" ISBN 978-0-9746229-4-1, I go into much greater how to present the different press kits to each one.) The order you place the information in your folders is equally as important to the reader as the content is to you. They know what they're looking for. Your enclosures should go in the following order starting on top:

Press Kit for Major Labels On the left side of the folder CD Business card (attached to the folder) Cover letter Head shot/Group Shot On the right side of the folder Bio Reviews (most current on top) Any press Lyric Sheets (very important to many A&R personnel. If you already have them in your CD jacket don't repeat them with another enclosure unless they specifically request separate lyric sheets. Save on postage.)