An EPK (Electronic Press Kit) is the Music Press Kit All Artists Need

The days of shipping a press kit with vinyl records and merchandise to select media members are long gone. Now, the EPK rules. EPK’s allow you to fine-tune your pitch to specific audiences and create a wealth of information and materials that anyone can access and share. They’re also a way to demonstrate your professionalism and commitment to success, two characteristics that everyone from talent buyers to music managers look for in an act.

There’s a couple options as for where you can host it, depending on the resources at your disposal. The best option is obviously the artist’s website — that way you can make a fully customizable EPK and link it up with all the artist's materials. However, developing a dedicated page will take some investment. Alternatively, you can go for a promotion platform like ReverbNation, Adobe Spark or MusicGlue, and save yourself some time and money.  

But what goes into an EPK? How do you choose the right song, photo, or video? And who is the target audience(s) of your EPK? This article is your blueprint for developing the perfect EPK: learn everything you need to include (and NOT include) for an EPK that will win over anyone in the industry.

What is an EPK?

An EPK, or Electronic Press Kit, is a type of press kit that can be transmitted and shared electronically by musicians, often hosted on a website. An EPK typically includes links to a band’s music, band photos, album art, music videos, social media, and biography: everything someone in the music industry will need to grasp a band’s story, style, and substance in one place. 

EPKs have become so popular that they have overtaken traditional press kits. Why? Because they’re more dynamic, accessible — and, well, fun. 

How EPKs and traditional press kits differ

A traditional press kit contains physical items like records, merch, and promo materials. These kits are delivered via snail mail to media members, and they’re relatively expensive to produce (you need to print inserts, produce merch, etc.). Not exactly the most cutting-edge or efficient way of getting yourself out there.

EPK’s, on the other hand, are a single document or webpage with links to a band’s materials and music. An EPK can include far more information and materials at a lower cost, and is easier to access, customize, and share. 

The flexibility provided by an EPK also allows you to experiment and find what works (and what doesn’t). If the feature song or music video you chose isn’t generating interest and you have a new, better song, try it out and see if there’s a boost in traffic! With a traditional press kit your choices are set in stone: if you want to change the featured song, you’ll have to drive to Rolling Stone media headquarters and snatch the record out of a writer’s hand. No wonder EPKs have taken over the music industry. 

Why you need a music press kit

EPK’s are so popular that they have become something of an expectation in the music industry. Put simply: professional, high quality acts have a professional, high quality EPK. If you’re lacking in this area, then anyone who you cross paths with in the music industry will take notice. 

Catch attention of talent buyers

Prominent music supervisors, festival promoters and venue managers are often deluged with hundreds of pitches each day. That’s why your first impression is so important: it’s one of a hundred, and it may well be your last. Your music press kit allows you to hone and polish this first impression to have the maximum impact on talent buyers. 

But keep in mind all the other pitches these folks might hear that day when developing your EPK. If you put ten songs, a boatload of promotional info, and a 50 page biography in your EPK, do you really think a big time talent buyer is going to sift through all of it? More likely, you’re just going to melt into the background. Take great care to select the most valuable and relevant details or materials for your EPK: the most impressive press you’ve received, the few photos that really capture your aesthetic and style, the one song that you know always kills. That’s the stuff that’s likely to hook them and keep them coming back. 

For better PR opportunities 

Your music press kit also functions as a reservoir of information for any music journalist or blogger who wants to write about you. Say you’ve just released a new album and one of your songs catches the ear of a writer at a major music publication. They hit Google to find facts about your band, but instead of a fully-formed EPK they have to piece together info from interviews and can’t find high-res photos or lyrics. They’re not only less likely to direct their readers towards you, but you’ve also lost the opportunity to control your own narrative. 

Attracting potential stakeholders

The last target audience for your EPK is anyone who may want a stake in your career, whether you’re looking for a manager or trying to get a new record deal. These folks want to hitch their ride to a winner, and one sign of a quality act that’s committed to success is a great EPK. 

Pro tip: create multiple EPKs

Each of the target audiences listed above have their own interests and agenda, so what’s relevant for one may not be relevant for another. For instance, a music supervisor will want to know about your previous sync deals — but they don’t need to know what’s on your tech rider (as a promoter or venue manager might). That’s why creating several EPKs for different parties in the music industry is a smart move: you can prioritize the information most relevant to each audience’s area of focus. 

The 9 ingredients of a successful EPK

So, now the all important question: what EXACTLY goes into an EPK? Here are the main components that people in the music industry will expect to see (and some tips on how to get each part right).

1. Have a solid band biography

This is your opportunity to build a narrative around your band. You’ll want to include an overall bio of the band, when it formed, what kind of music you play, and where you’re from. But remember to flex your storytelling muscles a little! Talk about your inspirations, challenges, and achievements, and do it all in as little space as possible (2-3 paragraphs). This story should hook the reader and prompt them to dive deeper into your EPK. Stay reasonable and true though — don’t paint yourself as a best ever death metal band out of Denton if you don’t have a track record of sell-out shows and a sizable fan-following to back it up.

2. Let your music do the heavy lifting  

This is the main event: the music you choose will make or break your EPK, and it’s your chance to highlight your most unique and ear-catching songs. Pick the 1 or 2 songs that speak the most of your style and that most set you apart. The best songs to feature on your EPK are ones that will catch attention right from the start — you might love your 8 minute Pink Floyd-esque masterpiece, but most of the time the listeners won’t sit through the 3 minute intro build up. Make your music available in one click — ideally, embedded into the EPK via SoundCloud or YouTube, rather than a Dropbox link.

 3.  High quality photos are essential 

The photos you choose for your EPK are another great way to capture your band’s style. If you’re a brooding heavy metal band, your photos should look quite a bit different than a streetwise rapper (whose photos should look a LOT different than a Disney teen pop idol). But the most important thing is that your photos are high quality and professional. Include both hi-res (300 dpi) and lo-res (72 dpi) versions, 600 pixels wide at a minimum.

4. Show off your social media presence

Think of all the months or years of content that you’ve accumulated on your band’s social media pages: these are great resources for people interested in learning more about your band. Make sure you link to your Facebook, Twitter, Instagram, Bandcamp, Soundcloud, YouTube, Reverbnation, and anything else that might be relevant. 

5. Include videos to amp up the energy

The videos you choose for your EPK should capture the energy and style of your band, and align with the music and photos you’ve included. Post music videos (in HD) and links to songs and albums. Live videos can be especially important to give live talent buyers a taste of what your live performance is like. 

6. Testimonials and reviews go a long way

One purpose of an EPK is to build prestige around your band and create a sense of momentum in the viewer: that your band is on it’s way up, that people dig you, and that the music world is on notice. Did your album get a shoutout in a magazine? Did a blogger love one of your shows and write a rave review? Feel free to screenshot or copy any press coverage and post it on your EPK — and back it up with the links. 

7. Don’t forget to add contact information

Now, with all this kickass material in place, your EPK has won over the viewer and they want to reach out. So, you’ll need contact information for your band, label, booking agent, PR-manager, etc. There’s no point of sending out an EPK if you don’t make yourself accessible — so give the full info on people someone can contact if they want to get more info or book/invest in you. 

8. Have a polished tech rider 

Remember, one of the main target audiences of your EPK is promoters and venue managers. Make sure they know what your technical requirements, so they don’t have to jump through any extra hoops to book your band. Alternatively, you can create a separate EPK for talent buyers and another for media members or music supervisors, who won’t have much use for tech riders. 

9. Include an up to date tour schedule 

Finally, include your current tour schedule, so if someone is interested they can check out your shows or booking agents can see if you’re already booked on a given date. 

Conclusion

Crafting a comprehensive and truly professional-quality EPK is no easy feat: many of these different components will require substantial investment (like high-quality music videos or photos), while others might take you months or years to acquire (like mentions in major music press). But remember, your EPK is your one and, often, only opportunity to make a positive first impression on industry bigwigs, indie writers, and potential stakeholders. The investment can pay off tenfold if it converts new believers, so don’t half-ass it! Give it your best, and keep on polishing it as you gather more data on how people interact with the EPK, and build up cool materials that showcase your talent.