Band 911: Press kits & putting your best foot forward

We're introducing a new series of sporadically reappearing articles here at the Blog of Sound that is targeted specifically for all those indie bands out there. Some of you don't need these articles while others of you would be sorely remiss if you didn't study these writings. Now, right off I'm going to say that I'm not an expert but what I will do here is write about techniques that I use with my own band, She Eats Planets (www.sheeatsplanets.com).  I've found that the methods I've been using have been successful and now I pass them along to you. Today, I present you with everything you could ever want to know about press kits.

While I'm not an industry expert I actually know what I'm talking about with press kits. I edit the music pages for my weekly newspaper and I'm flooded with press kits from bands, record labels, and venues on a nearly daily basis. Some of these press kits are extremely well done while others find their way into the circular file before I even get passed the cover page. As an editor of a semi-major publication in my home state I can say two things with definite authority: 1. Electronic Press Kits (EPK) are best and 2. Keep it short. I've found that most bookers will agree with me on those two points.

This sounds harsh, I'm sure of it, but I'm busy and I don't have time to wade through your 30-page band biography opus. And I won't. I don't care if your no-name band played your first show in your mother's basement to your dog or if your brother's cousin who works for Jiffy-Lube thinks your band is the best thing since the automatic transmission. Here's the deal: I have at least 10 other press kits on my desk waiting for me on any given morning and a whole email inbox that's bursting at capacity. I'll go through my hard-copy press kits first just for the sake of clearing off a space on my desk to put down my coffee cup and while that might sound good to you, keep in mind that its very easy for me to glance at your first page and then toss it into the trash. You have 30 seconds (or one paragraph) to catch my attention and make me want to flip through the rest of your press kit.  If I make it through that first paragraph, I'll read the second paragraph so make it good. If I can't get through that first impression forget it, your press kit is now in the trash can and I'm on to the next envelope.

How do you catch my attention? There are a variety of things that work and there are many more that don't but the best thing to do is to address the envelope to the right person, not my predecessor three years gone. And while you're addressing it properly, spell my name correctly please. It's not difficult and if you're not sure, pick up the phone and call me. I'll be glad to spell my name for you. If you address the envelope to someone who no longer works here or if you can't spell my name you've instantly made a bad impression and I'm going to be much more judgmental when it comes to listening to your demo (if I even make it there.)

For the sake of argument we'll say that you've properly addressed the envelope and I'm now looking at your cover letter. Your cover letter needs to be short, very short. Two paragraphs max, short. If you're sending a press release to a newspaper you need to simply address the letter to the proper person (see above) and quickly tell me why you're sending me this packet of paper. Writing "Hey, dude, my band The Losers is releasing a new CD. Could we get a review?" is not going to entice me to look any further than perhaps the album art of your stellar new release. There are a lot of things wrong with this cover letter. Yes it's short (and thank you for that) but it sucks and from that I'm guessing that your band sucks too.

First off, don't call me dude. I'll respond better to "Hey guys" then I will "Hey dude." Next, you haven't told me why I should review your CD. What's so special about you? I've got plenty of other bands who didn't address me as "dude" that want me to review their CD too. Why should I even spare yours from the trash can? A better cover letter would be:

"Hey guys,

The Losers, a band out of Hickville, USA, has just returned from working with Mr. Producerman on their newest CD release. "The Name of the Album" is the band's second (third, fourth, debut, whatever) release and takes the band in a new direction. The band's previous album, "before the newest," gained positive reviews from many of the local media outlets including this publication. Would you be willing to review this release?

Thanks for your time and consideration,

Johnny Tonedeaf"

Better, yes? Not great but better. I don't want to brain you now and I'll flip through the rest of your kit. And I do mean "flip." I'm going to manhandle those pages like a fat man at a bake sale. Give me good artwork and you're almost guaranteed a spot in the paper. Your CD could be the worst thing ever burned to disc but if you've got good art (large enough that I can scan it and preferably in color) I'll be glad to give you some space. I need art – bad. If your artwork isn't so great but you've got a great bio I'm probably going to listen to your CD.

This is all well and good if you're sending your stuff to a newspaper (radio station, magazine, etc.) but what if you're trying to get a show? Well, the idea is the same. Be sure you've got the right contact info handy and then fire off a cover letter.

This is what I usually send to first-time venues. (I'm quite found of electronic press kits and email. I'm saving the earth and reducing clutter):

"Hi Guys,

She Eats Planets is a rock band out of Connecticut with a growing and loycal fan base in (insert city name here). We're currently starting to book shows for 2009 and we're interested in performing at (insert venue name here). We have frequented (venue name) many times in the past and several of our fans have requested that we pursue a show there.

Currently, we are looking at dates on the weekend of (provide some dates you’re interested in). While these are the weekends I'm currently working on, I'd be more than interested in discussing other dates in 2009 as our 2008 schedule is already full.

I'm sending our electronic press kit for you to check out. You can also visit us on Myspace at www.myspace.com/sheeatsplanets and contact us through email at either bookings@sheeatsplanets.com or sheeatsplanets@yahoo.com.

Thanks for your time and consideration. I look forward to working with you.  

Laura

---
Laura Robida - Lead Guitarist/Booking
She Eats Planets
www.sonicbids.com/sheeatsplanets
www.sheeatsplanets.com
www.myspace.com/sheeatsplanets
bookings@sheeatsplanets.com
555-555-5555"

There's a lot going on here, so let me break it down a bit. Right out of the gates I want the booker to know who the band is, where we're from and why we want to play that venue. You should be able to answer all these questions quite easily. If not, find someone else to put together your press kit.  

Next, I find it's best to specify a handful of dates you want to book but be sure to say that you'd be glad to discuss other potential dates. If you just say "I want to play" the booker is going to laugh and say "yeah, you and 500 other bands." Take the work out of it for the booker. Look at the venue's schedule (they almost all have them online) and find dates that work for your band and might work for the venue.  You must look at the venue’s schedule. If Thursday nights are normally karoake nights, don’t ask for a Thursday. If Saturday is cover bands only and you’re an originals band, don’t ask for a Saturday. This shows that you didn’t bother to invest the time to research the venue. Why should the venue waste their time to research you?

After that, tell them that you're sending a press kit and how they can contact you. Be sure to be polite in closing and then I always use a signature with all my contact info. It helps.

With the cover letter out of the way, it’s time to move onto the next item in your press kit: the band biography. Now, some people will tell you that the bio doesn’t matter and a lot of venues won’t care about your biography (unless you happen to have a band member who used to play for a well-known band that consistently drew crowds). For  newspapers, radio stations, and magazines we like having your biography. If we’re going to write an article or even include a photo and brief mention in our publication we can look to your biography for some information without even having to pick up the phone and call you.  

The band bio should be short but contain a lot of information. Don’t bother to tell me about the history of your band (exception: your band has changed its name and people know your band by its previous name. Then, by all means, put that in your biography.) The biography is where people are going to learn about your band for the first time. I think that your bio should be the same as your “About Me” section on your Myspace page, that is, unless, your “About Me” is something like:

“We’re nothing you’ve ever heard before. You can’t label us. Just use your ears.”

There’s a lot wrong there. First, I probably have heard it before and if I haven’t there’s a really good chance you suck.

“You can’t label us.” Well, that’s no good. What kind of music do you play? Is it rock? Rap? Hardcore Country? Maybe there isn’t a word coined for it yet (or the word currently in use doesn’t cut the mustard.) Make up a term for it. If your band is pairing rap vocals with metal guitars and jazz piano then call it jazz metal rap. I don’t care what you call it, but call it something.  Or describe it. Example? “We’re a rap group with strong heavy metal influences and jazz undertones.” I need to know what kind of cacophony I’m about to hear.

And finally, “Just use your ears.” Don’t tell me what to do. I’m not going to listen to you now. Deal with that.

Using my own band as an example, here’s a better biography:

“One of She Eats Planets' latest and most memorable shows ended with security pulling an excited fan off the stage in front of singer Sara Hart while drummer Matt Mello dodged a leather jacket that was tossed on stage. Guitarist Laura Robida and Bass Player Tal Goodman were wading in a pool of spilled beer and water while on the other side of the stage guitarist Jay Dressler was wiping blood off her guitar.

She Eats Planets are the real deal, playing their raucous brand of rock and roll spiced with pop, punk, and metal influences. They are smart, savvy, determined, and driven. They are rock and roll.

The story of She Eats Planets begins when Hart, Goodman, and Dressler (then the band's drummer) teamed up as all-girl cover band The Minorichicks in 2006. The band's lineup was in a constant state of flux and before long The MinoriChicks decided to begin writing original songs. They brought Robida into the mix and adopted their new name. She Eats Planets was born - but not quite complete until Dressler decided to pick up a guitar, allowing Mello to fill the void behind the drums.

"This band has come a long way in the past few years. We're ever evolving and changing into something that was beyond our original dreams," Dressler says. "She Eats Planets really and truly is a unique blend of sound that is all our own. You won't find anything like us in the whole galaxy."

Since their earliest days, She Eats Planets has taken off, playing stages all over Connecticut, Massachusetts, and New York City to an ever-expanding and dedicated fanbase. The band has attracted a diverse spectrum of fans from Sid Vicious look-a-likes (for real!), self-proclaimed life-long "metalheads," to teens sporting apparel from the latest and hottest pop singers.

And like their fans, She Eats Planets pulls their influences from a wide range of musicians. Their list of musical influences reads like a who's who of musicians pairing Nine Inch Nails with the Dave Matthews Band, John Mayer with The Donnas, Rush with Tsunami Bomb. The band has successfully drawn from all their influences, combining the different stylings to create a sound that is uniquely She Eats Planets.

"I always have a hard time describing our sound to people when they ask," Robida admits. "As a band we all have such diverse backgrounds and we all like different types of music that it's hard to point to one genre and say 'That's it! We're this!' I look at songs like 'Music Inside' and say it's pop-rock and then I look at 'Shut Up (I Love You)' and I know that it's definitely not pop-rock. So what are we, then? I'd say we're a rock band that's breaking down genre walls."

While the band works on breaking down those walls, they're working in the studio to create their first full-length studio release. They've already released their debut single "Music Inside" to widespread acclaim. The song was a finalist in the Spin Hot Pursuit Contest sponsored by Gibson guitars and Spin Magazine during the summer of 2008 and has received airplay on Internet radio station Women Rock Radio (www.womenrockradio.com) and popular podcast "On the Rocks."

"We've been working really hard on our originals; we're really proud of our work," says Hart. "The band just keeps getting better and better."

She Eats Planets. Find out who 'she' is and why she's eating planets.”

Yes, it’s a little long but it says a lot about the band. In 10 short paragraphs we give writers and bookers a lot of information that will help us get a spot in the paper or a show at a particular venue. Right out of the gates we talk about our fans and the atmosphere at one of our shows. This is good details for newspapers to get a feel for the article and good for venues. It shows that we have fans that not only come out to our shows (which equals money for the venue) but they’re loyal (which equals money for the venue).

After that, we do a little bit of promotions by hyping ourselves up a bit briefly describing our type of music (“their raucous brand of rock and roll spiced with pop, punk, and metal influences.”) before talking very briefly about the background of the band. My band began life under a different name and had played out, collecting fans under a previous name so we include that information here. We also had a few of the band members add some quotes about the band. This is particularly useful for newspapers and magazines looking to do a brief write-up on you.

Then we go back to talking about our fans. We really want to emphasize that we attract people to our shows and it’s not just in our home town. We describe our fans so that venues know that we will fit in with the other types of bands they attract and then we talk about our sound. We’re one of those bands that has a hard time describing our sound. I personally reject “pop-rock” or “pop-punk.” First, we’re not punk and second I reject “pop” in general. So instead of providing a label we describe the sound while listing a small sampling of the band members’ influences.

Finally, we wrap up our bio by talking about where we’ve received notice. This is where you put things like contests you’ve won, radio airplay (if any) notable articles in newspapers and magazines. And we like to end our press releases and bio in a similar fashion every time by our tagline “who is ‘she’ and why is she eating planets?”

But now that you’ve written your amazing cover letter and bio, the rest of it should be cake. Package this up with your band demo (you do have a demo, right?), a color group photo (300 DPI resolution if you’re sending your press kit digitially ), any press clippings that you may have received, a techncial rider (only if you’re sending it to a venue. This is where you put what kind of equipment you need the venue to provide), a stage plot (again, only if you’re sending to a venue. This is where you illustrate where everything goes on the stage.), and a calendar of upcoming shows.

If your preference is to send your press kit through the snail mail then be sure to put your press kit in a big envelope (not a standard “they-come-in-a-small-box” envelope) and have stickers or labels printed up that say “PRESS KIT” and have your band name on it. Be sure to address it properly, put on enough postage and put that bad boy in the mail. Wait two weeks and then call the addressee to follow-up and verify that they received your package.

If you’re like me, however, you most likely prefer an electronic press kit. These can be as simple as a Myspace page though I have heard that some venues won’t go to your Myspace and some work sites (newspapers included) have blocked Myspace. My band has elected to pay for the services of SonicBids.com (www.sonicbids.com/sheeatsplanets) and so far I’m really happy that we’ve done so. It’s very simple to set up and they even send me daily emails with some gigs that I might be interested in. We’ve been members since August 2008 and so far we’ve booked quite a few shows through there. Venues that I had originally sent links to Myspace or had sent hard-copy press releases actually booked us after receiving our EPK. So for us, paying for SonicBids was worth it. There are other sites, however, that offer a similar service for free. You might check out ReverbNation.com. We have a page there as well (www.reverbnation.com/sheeatsplanets) and it’s a pretty nice free service.

There you have it. The secrets of a successful press kit. Next time, we’ll talk about what to do once your pres kit has gotten you the show you’ve been lusting after.