A press kit is a pack of informational material used by individuals and/or groups for promotional purposes. Also known as promo kit, media kit, or (in case of artists) artist pack, it is a valuable marketing tool that introduces the world to the products, services, and or talent of the individual/group. While every press kit needs to be personalized according to individual needs, talent, and target audience, the key components of a press kit must include: a resume, press releases, positive reviews and/awards, at least one high quality color photo of the artist, contact details, and a CD carrying clips of the artist’s talent. In today’s world of Internet marketing, these promotional materials are usually included in an easily downloadable format (usually a PDF document) to make a digital press kit.   

The promotional value of press kits, whether printed or digital, is immense for both beginning and established artists. For the beginners, it serves as an entrance into the world of media, making them known to potential customers. With quality pres kits, already known artists take their talent to a higher level of recognition. In both cases, artists’ press packs need to distinguish them from the competing individual/groups with similar talent and offers. Ideally, a press kit will present concise and vital information and not just everything about the artists. The presented material gives an impressive glimpse of the person’s talent and gives an idea of whether and to whom his professional work is of interest.

As a general rule, the more effort you put into preparing a press kit, the higher its promotional value. Depending on their budget, artists can get professionally designed covers and graphics for their press kits; separate covers and graphics may be needed for individual components of the kit. In case of digital press kits, dynamic contents like animations and links to short video clips, add a lot to the kit’s marketing appeal. Digital press kits are also easier to edit and update for press releases and event news etc. Artists having their own band or company (big or small) need to include their logo and company profile. An updated schedule must be included in the pres kit so as to inform potential customers on the artist’s availability.     

For all artists, creativity is important for using in press kits just like it counts in their professional performance. However, it makes a greater impact if professional designing and editing services are hired for developing one’s artist press kit. Before hiring an editor/designer for making your press kit, do remember to check samples of his/her work available online. If none are there, ask for it.