The press kit, sometimes called a "promo pack", is a solo artist's or band's resume to the world. It presents who the artist is, what the music is like and where it has been heard. It is evaluated differently by the print media, publicists, venue owners, music publishers, and record labels who review it. The standard package contains three basic elements regardless of artist or recipient: contact information, an overview of the artist, and a sample of the music. Many will contain a fourth element known as a shtick.

Contact information is essential, including the artist's name, the name of the contact person, and his or her mailing address and phone number. It can also include website and e-mail addresses. It is wise to include the contact information on every item in a press kit, as pages are often separated from one another, as well as from the CD or cassette (which you of course hope gets immediately placed in the deck).

The body of the press kit may include a biography, artist photograph, summary of relevant shows and achievements and favorable reviews or articles about the artist. Radio airplay should definitely be mentioned, as well as any chart or playlist positions, even if relatively obscure. What is included depends on the goal. Material sent to record labels should generally be as concise as possible since it is unlikely much time will be available to review it in detail and they've seen it all before, receiving hundreds a week. If interest has been piqued they will ask for more. The same goes for national promoters, who would be most interested in a definition of musical style in order to determine the appropriateness of a newer act in an opening slot.

Additional material, such as lyric sheets, announcements of upcoming shows, etc. would be appropriate for promotional materials being submitted to the press or for radio or TV broadcast, as well as submissions of songs to music publishers. Still, the industry position seems to be that less is more.

When material is sent to venues or bars for the purpose of soliciting engagements, the recipient may be more interested in an artist's work history, including details like the number of seats in the rooms previously booked and what kinds and sizes of audiences attended. They would also be interested in knowing whether an artist maintains a mailing list, and if so how many persons are on it in the relevant vicinity. Thus it is wise to consider the interests of the person to whom you are sending the material when deciding what items to include.

The third component is the artist's music, which can be on cassette or compact disk, although most interested parties will prefer CD format. Videos are also sent, but usually by request after review of the original submission. The music can be presented via short - 3 to 5 song samplers, or a full CD, with a clear indication of which selections are preferred for review. FEMMUSIC, since it publishes reviews of artist's material, prefers to have the entire CD. It is suggested that music submitted for purposes of review reflect a range of ability i.e. samples of slow and fast paced songs, lyrics with varying subject matters, etc.

Lastly, a press kit may include a shtick or gimmick in its presentation, which is something that makes the artist stand out from every other act. An interesting cover or color theme, original illustrations, a playful enclosure or stick-on, etc. An effective shtick can draw much attention to an artist's package and reflect cleverness and creativity.

In summary a press kit should have the following:

1. Contact Information - Artist name, contact person's name, address, phone number, website and e-mail address.

2. Overview - Biography, photograph, reviews and press clippings.

3. Music - CD preferred. 3 to 5 songs or clips, or full CD (with specific tracks spotlighted).

4. Shtick - What separates you from the pack - themes, color, unique presentation, etc.

A press kit is an artist's voice to the world. It should be tactful, concise, and demonstrate professionalism. It should not summarize an artist's work via a bland, overly factual portfolio, but rather show uniqueness, creativity, and most importantly draw attention to the MUSIC, which in the final analysis will be the crucial component.

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