How to Build a Professional Press Kit (Without Overthinking It)
You need a press kit. I know, I know — it sounds corporate and painful. But here's the thing: a press kit is just a folder with your music stuff in it. It's not complicated.
And it matters. When you pitch to playlists, apply for festivals, or reach out to venues, they're going to want a quick way to learn about you. A press kit is that quick way. (This is a crucial piece of "How to Release Music You've Already Recorded" — which walks through the full strategy.)
What Goes in a Press Kit
1. High-Quality Photos (2-3)
One good headshot. One that shows you performing or creating. That's it.
How to get good photos:
- Don't overthink it. Your phone camera is fine in good lighting.
- Get a friend to take them. Sunlight. Natural background.
- Or spend $50-100 on a local photographer for a quick session.
- Avoid extreme filters or heavy editing. You want to look like yourself.
2. A Bio (100-150 words)
Write about yourself in third person. Yeah, it's weird. Do it anyway.
Your bio should answer:
- What genre/style are you?
- What's your story? (Why do you make music? What makes you different?)
- What have you accomplished? (Playlisting, press, notable shows, collaborations)
- Where can people listen?
"[Your name] is a [genre] artist from [location]. Their music explores [what it's about]. With [X streams/followers/accomplishments], they've built a dedicated fanbase through [how]. You can listen on Spotify, Apple Music, etc."
Keep it real. No hype. People can tell.
3. Spotify/Apple Music Links
People want to listen right now. Make it easy.
Put direct links to your top streaming platforms at the top or bottom of your press kit.
4. Recent Press (If You Have It)
Did a blog cover you? Did a playlist accept you? A magazine interview? Include 1-2 links.
If you don't have press yet, skip this. Don't fake it.
5. Social Media Links
Instagram, Twitter, TikTok — whatever platforms you're actually on. One line with clickable links.
Where to Host Your Press Kit
Option 1: Google Drive folder
- Create a shared folder with Photos, bio, links
- Share the link with anyone who asks
- Free, simple, works everywhere
- Put your press kit link and streaming links in one place
- Good if you're sending people to multiple destinations
- Minimal effort to set up
- If you have a site, create a /press page
- Looks more professional
- Adds SEO value
What NOT to Include
- Your resume (nobody cares)
- A 500-word biography (nobody will read it)
- Fake awards or exaggerated accomplishments
- Low-quality photos
- Broken links
A press kit is a tool, not a resume. It's meant to be skimmed in 30 seconds.
How to Use Your Press Kit
When you're pitching to playlists, festivals, venues, or journalists, include a link to your press kit. Make it easy for them to say yes.
Example: "Hey [venue], I'm [your name]. Here's my press kit [link]. I'd love to discuss booking a show."
That's it. They have your music, photos, story, and social links. They can make a decision. (For more on this pitching strategy, see "How to Release Music You've Already Recorded".)
The Real Talk
A lot of indie musicians skip this step because it feels extra or unnecessary. But I'm telling you: when someone's interested in you, they need a way to quickly understand who you are and what you do.
A press kit removes friction. It says "I'm serious about this." And it makes the person saying yes to you feel like they're making a smart decision.
Spend an hour on it this week. You won't regret it.
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Want help managing everything that comes after the press kit? That's what Cindy does — booking, promotion, playlist pitching, and all the strategy behind it. Try it free at cindy-clawford.com. (And if you're wondering whether management is worth it, "Do You Actually Need a Manager?" has the answer.)