Wednesday 9 July 2014

The Five Things You Need In Your EPK

This article originally appeared on the blog at Songeist.com.

This week, I’m going to get into answering a question I’ve received from Songeist member Jim Bridgeman from punk n' rollers Fish Hook.

JB. "Hi Barney. Have really enjoyed reading the blog! I have a question about press / promo packs. Would you say there are any rules to using these? What should / shouldn’t be in there, who should / shouldn’t they be sent to. I’ve often tinkered with the idea but never really done this properly. Thanks."

THE FIVE THINGS YOU NEED IN YOUR EPK
Be they Zipped-up as part of an EPK, or simply presented on a band's sites and social media, there are several key elements that make up any band’s complete electronic press / promo pack. EPK, or electronic press kit, is a term coined by the inventor of online music sales certifications Andre Gray, and popularised by sites like Sonicbids and Reverbnation, to denote a complete, one-stop resource for a band to present its assets to a promoter or press. Although there is a lot of crossover between the two, for the sake of clarity and the limitations of this blog, I’m going to concentrate on a general EPK rather than a press release to go with a record release. For an emerging artist, an EPK is a great way to ‘introduce’ yourself to a promoter or press in an easily digestible, but comprehensive, package.

THE EPK IS DEAD, LONG LIVE THE EPK

Think of your press pack, or EPK, as the digital equivalent of what sending a CD in the post with your biography and contact details folded around it used to be. However, with the help of the internet, we can painlessly use this package to include a few more things to help in our promotion, such as high-quality photographs and logos, videos and MP3s, and other assets. It's very important to remember that we’re entering an age when downloading content itself is going the way of the floppy disk. Now that people are switching to simply using streaming content and their Skydrives and iClouds for storage, even downloading the EPK content alone might be undesirable to the other party.

That’s not to say that just because downloading ZIP files is dying out, EPKs are. Everything in the EPK is vital to have at your disposal. Completing your EPK then uploading it to your various sites, as both a ZIP and the separate audio and visual assets is going to mean that you have everything accessible and up-to-date. Even if the way that the content is disseminated isn't always going to be via the ZIP download, your EPK is still essentially presented piecemeal across your sites. So devising and collating it as one 'project' makes complete sense to ensure your content and copy is synchronised.

The Circle of Life The circle of life

1) YOUR MUSIC
When it comes to EPKs, which include large music files as well as other assets, keeping the file size to a minimum is key. You might get that one promoter that enjoys the efficiency of an EPK and refuses to jump around your sites for your assets, but also doesn’t want to wait an hour for your five-song WAV opus to download either.

A maximum of three MP3s at 256kps bit rate is sensible. Make sure that the MP3s are correctly ID3 tagged. Correctly tagged MP3s mean less hassle for the user, it ensures the tracks are named and ordered correctly and they look professional and organised. Fill in the track name, artist, album ("Your band name EPK" is fine for an album name in lieu of anything else), genre and, importantly, track number. This will ensure that when the files are dragged or copied into an MP3 player, they will appear in the order that you want them in. As a fail safe to make sure that the tracks are in the right order (often MP3 players are set to use alphabetical order to denote track order) it’s fine to put the track number at the start of the song name on a promo release. Also recommended is attaching the MP3 artwork directly to the MP3 file.

For creating and editing MP3s and their tags, I recommend MusicBrainz for editing and LAME Front End for encoding but of course, Windows Media Player and iTunes are both more than capable of doing all these tasks. Any music that’s going in your EPK you should have uploaded, tagged and ordered in an online streaming playlist on a site such as Songeist as an alternative to these MP3 files and include the live link to this playlist in the covering email.

2) YOUR BIOGRAPHY
A biography is a must in your EPK and is an incredibly valuable asset to your band. It’s standard to format the biog (as well as additional text like gigs, links and contacts) as a Microsoft Word DOC file, which can be read by practically any system. A PDF is acceptable and has more scope for fancy imagery, but PDFs can be very large and are a pain for a journalist or promoter to cut and paste text from. A TXT or RTF file is fine to read, but is less functional in terms of images, customisation and links than a DOC. A DOC represents the best mix of functionality and size; the file is small and easy for a writer to work from but you are free to include hyperlinks from the document as well as a small logo and photo at the top of page one.

I’d keep your biog to the point, between 200 and 500 words. Three paragraphs of three long sentences will do the trick. The way I structure biogs is to have the opening paragraph an overview of the bands location, style and influences. The second paragraph will deal the band’s most recent record and activity and the third paragraph will be an overview of history in terms of live shows and records released. That way you can periodically go back and tweak paragraphs two and three to reflect recent developments or things you want to highlight, but the first paragraph stays largely the same, and is the paragraph most likely to be quoted on blogs and gig promo.

If you want greater detail on my views of how to write biogs, my Top 5 Mistakes That Bands Make In Their Biogs blog was recently featured on the Unsigned Guide. As Marcus Reeves kindly commented in response, it’s also very important to get someone to proofread your biog. Like a folder of badly tagged MP3s, there’s nothing that screams 'amateur' more than a biog riddled with spelling and grammar mistakes.

Spelling Mistakes. Setting You Apart From The Compitition Since Day One. Spelling mistakes. Setting you apart from the compitition since day one.

3) PHOTOS AND LOGOS
Do not underestimate how important visuals are to press and promoters. Ultimately, while the success of your band is probably not going to hinge on one photo, it has far more influence than you might imagine. Don't get your mate to photograph you in the garden and do a logo on MS Paint. If money's an issues, just like we've all done gigs for exposure at the start, there are hundreds of band photographers in college that will do you a shoot for peanuts, as well as decent logo designers who will do the same. For the sake of an afternoon's research, you can massively enhance your band's appeal with good images. Two large, print-quality JPEGs at least 1500 x 1500 pixels in size is enough. One live shot and one studio shot, or one portrait and one landscape, will provide versatility. Resist the urge to submit every single one of your studio shots 'just in case' as it will just increase the file size.

Providing a graphic file of your logo is also very useful. I'd go with a PDF of the vector art over a JPEG. There is a school of thought that says a large JPEG is preferable, and maybe it was in the past, but in my mind, anyone currently designing a poster or putting together an article for a magazine is going to have the capabilities to deal with a vector PDF. This means that you can attach the file as a smaller size and the image will not degrade when it's manipulated. The designer will have the ability to change the colours and style of the logo to suit their art if they have a vector. There's nothing more cool to see than a nice festival poster where your logo is stylised along with the rest of the artwork and a PDF or EPS will make the designer's job that much easier to make that happen. The format it comes in might be the difference between him or her bothering or not.

If the EPK is accompanying a specific release, by all means include a large JPEG of the album or single cover at least 1000 x 1000 pixels in size.

4) PRESS QUOTES, LIVE DATES, CONTACTS AND LINKS
Rather than having these details as a separate document, it’s absolutely fine to include the press quotes, live dates, contacts and links in the same DOC file as the biog, making a neat, two-page document. It’s also acceptable to have these as separate documents if you need to split things up a little (having a separate file for a full UK tour might be necessary for example) but always aim to keep the document as compact and clutter-free as possible. Again, be sure to format and proofread correctly and bear in mind that we don’t want a breakdown of everything you’ve ever done, just a digestible, well-presented summation of it.

It’s tempting to include every great press quote you’ve ever had but, as with all these things, efficiency is key. Three short quotes that you present in a way that grabs attention is better than three paragraphs that describe the minutia of how great you are but don't fit on a flyer.

Your list of contacts needs to include at least one email for the band or management, and that goes for your social media and websites too. I can’t imagine how many promoters or blogs have just given up on bands because they don’t have emails displayed on their Facebook or rely on Contact Forms on their site. I know I have. Sorry to burst your bubble, emerging artists, but you don't need to avoid stalkers just yet. Soundcloud messaging might be easy for you, but it isn’t easy for someone who works in the industry and needs to save, organise and cc their correspondence in the way that email allows.

Don't go overboard with the links. You should definitely include your official site, Facebook, Twitter and Soundcloud and could include preferred music vendors such as Bandcamp or Songeist but every last social site isn't necessary. One link that’s becoming an increasingly vital is your band’s YouTube page. Make sure your YouTube Page has its best foot forward. If you're busy on YouTube and your homepage is constantly rotating through content for hardcore fans, create a playlist of a few of your select promo or live videos and link to this playlist through the hyperlink in the text.

Fish Hook's Rachael. Expect her EPK on its way!

5) OPTIONAL EXTRAS
If you're sending out promotion for your latest single, or the whole appeal the band hinges on your visuals, you might want to consider including a promo video as a small MPEG in the EPK. Everyone has access and familiarity with YouTube now, so I would generally advise against sending videos in EPKs, specifically because of the increase in the file size. That being said, it’s certainly been something that I’ve done, and been encouraged to, do in the past.

Another thing that’s a standard in an EPK is a stage plan. If the main purpose for your EPK is to send out to live venues, there’s absolutely nothing wrong with including this. However, I would certainly confirm that it’s been read and acknowledged before turning up to a gig and expecting a full rider and saxophone stand based on the fact it demands one on your stage plan in your EPK. There’s a handy stage plan creator HERE.

Finally, it's important to note that this blog is my breakdown of a small, efficient, multipurpose EPK that's easy to download, touches all the bases and is my personal preference. Bands can make a wonderful impression by presenting all of the above in a huge, multimedia PDF file with interactive menus and videos if they so desire, especially if they're targeting to specific press and promoters who have a vested interest, patience, and ultra-fast broadband. Whether having an esoteric, resource-heavy EPK is something you want to utilise over the small, humble, 'does what it says on the tin' EPK I've described is something you need to decide for yourself.

SENDING IT OUT THERE
With the separate assets complete, remember to take this opportunity go back over all your sites and refresh your tracks, photos and copy to correspond with the material in your EPK. Then select the place where you're going to store the EPK, such as Dropbox or OneDrive. It's a good idea to upload the assets separately in two separate folders so you can give people who, say, just want the tracks, the option to grab them. That means first Zipping up your MP3s into one folder, then Zipping up the photos, logos and DOC file(s) in another folder and uploading them separately. Then take both the original folders and plonk them in another folder called 'Your Bandname EPK'. Zip that up, upload it, and you’re done.

Last but not least is your covering email. It’s important to take the same care and attention to detail in writing this email as you did in making your EPK. I'd use your email’s HTML editor to link using words like HERE rather than having long, ugly URLs all over the place like this… http://www.songeist.com/tw/4V5a9em

Laying your links out like this would be perfect.

Listen to 'Your Band Name' EP HERE (link to your streaming site).
Download Full 'Your Band Name' EPK HERE (link to the EPK file).

Good luck!

Barney

I’d really love to hear any more questions you guys have about music and promotion as it pertains to emerging artists. Please email me your thoughts, suggestions and queries to barney@songeist.com
Vinyl photo courtesy Acid Pix's Flickr used under Creative Commons License.
Sign Spelling photo courtesy John Lillis's Flickr used under Creative Commons License.

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