Whether you are a music student, a recent college graduate, or a musician just starting out, there is a standard tool kit that each of us needs to have. This article is about how to collect, create and curate career assets for emerging artists and will tell you exactly how to assemble a press kit that works.
These resources, or career assets as I like to call them, will help you to identify yourself as a serious artist to performance venues, media outlets and most importantly, your audience.
Common Assets for All Musicians
Every artist who wants to start their career needs a common set of assets, including photos, a bio and press quotes. This article will give you some clear guidance on what assets you need and how to go about gathering them. The ultimate goal will be for you to have your own website, which provides a centralized location for people to learn about you, hear and see you perform and get excited about your work!
I know that this list may feel daunting, but I urge you to not give up before you begin. Break down each step and give yourself a few days to work on each one. In the matter of a couple of weeks, you could be finished and ready to establish yourself as a professional.
Photos are super important! If you don’t have photos, then how are you going to have a press kit or a website? Everyone needs a professional looking headshot that shows them looking their best. Your headshot will be necessary to promote performances, to use on social media, to have on your website and for media to publish when they write about you.
Professional photos are ideal, but a friend with an iPhone and some decent lighting will also work in a pinch. (You can always upgrade them when you have the budget.).
New York City-based photographer Erika Kapin gives this advice: “It’s important to work with a photographer whom you trust and feel comfortable with.” She also recommends wearing something that helps you feel good and confident in your body – remember, these photos need to represent you at your best!
Do you want to pose with your instrument? Do you want the photos to be formal or casual? The look of the photos should match your music in some way. Look around to artists you admire to get some ideas for the look of your photo shoot.
To check out some creative and exciting musician photos check out www.erikakapin.com.
2. A Great Bio
A bio is a document that tells the story of YOU. A successful bio will give the reader a clear picture of who you are, what you do and what your accomplishments are. Your bio will inform potential bookers why they should hire you and will tell your audience why they should listen to you. What makes you unique? Every bio should include:
- What instrument you play
- The style of music you play and who you are influenced by
- Where you are from
- Where/with whom you studied
- Where/with whom you have played
- Accomplishments like awards and prizes
Your bio needs to be well written with accurate spelling and grammar (ask someone to read it for you!). It is ok to embellish, but it is important for you to be truthful. (Don’t say you “performed with Sting” if you went to his concert and sang along from the audience!).
Are you a tuba player who sings? Do you play jazz oboe? Tell us what makes you unique and exciting so that we will want to hear what you do.
You’ll want to have 3 different bios - short (250 words), medium (450 words) and long (900 words). Make sure to update your bio regularly to include new projects and accomplishments. Read bios of your favorite musicians to get ideas on how you want yours to read. Check out mine here.
3. Press Quotes
Press quotes are a staple of someone’s press kit, as they reinforce that you are an artist of a certain calibre and that other people in the industry have heard your work and respect you. If you haven’t been written up in the press yet, don’t worry! You can gather quotes from notable people who know you and your work.
Make sure that the person writing the quote is someone in the music industry. A quote from the principal of your school or the family you babysit for is not going to be useful here.
This would be a great time to reach out to teachers or mentors who know your work and are willing to write a quote for you. Make sure to identify the person who wrote the quote, so you are making it clear that the person who is talking about you is knowledgeable.
“Brenda Earle Stokes has a creative approach to jazz improvisation and is a rising star of the Toronto Jazz Scene. - Betty Jazz, Jazz Radio Host
Over time, try to build your list of quotes by inviting bloggers and local media to review your work, by sending them a recording or inviting them to your performances.
Nowadays it is nearly impossible to get away with not having video. Video has literally killed the radio star (please tell me you’re not too young to get the reference…), and you absolutely need to have video footage if you are going to be taken seriously.
The good news is that it isn’t hard to get decent quality footage. Smartphones make it possible for us to film ourselves and video equipment is relatively inexpensive and easy to use. First off, take an afternoon and gather any footage that you have from past performances. (Remember, you can download videos from Facebook - directions here).
Once you have gathered the footage, pick 3-4 clips that represent your work well. Make sure that you use footage that has the best quality audio and video footage and shows you playing your best. Using video editing software (iMovie or Adobe Premiere are both great), edit your clips so that they are approximately 3-5 minutes long.
Make sure to add your name to the video clip, plus the name of the song and your website information. Upload it to YouTube and add links to your website and social media in the description box. If you don’t have any good video footage of yourself, now would be a great time to get some.
Video yourself performing in your home, making sure the lighting looks good. Using an external recording device like a Zoom recorder is a great way to get the audio sounding great.If you have a lot of videos, you might consider putting together a performance reel.
The reel should be under 3 minutes and give a quick snapshot into your work. This reel is one I compiled myself on iMovie, using a variety of footage I captured from past performances.
5. Audio clips
Audio clips are another non-negotiable career asset that you need to have. Just like with video, you want to take a few hours and compile all of the recordings you have.
Pick three tracks that sound strong and showcase your skills as an artist. They should be of the highest possible quality and feature you performing your best. Professional audio recordings are once again, ideal, but you can definitely make your own if you don’t have the budget for it. You can edit the tracks down using software like Audacity or GarageBand. Once you have your tracks sounding their best, you can upload them to Soundcloud.
6. Drumroll please…A WEBSITE
The good news is that if you have made it this far in my “to do” list, then you have everything that you need to make your website happen. It is easier than ever to have your own website: all you need to do is buy a domain name and then build a site. Your website is the home base for all of your work and will give yourself a single location to send people to learn about you and your music. Your website should include all of the assets you have gathered, and should be assembled as neatly as possible.
Janelle Reichman, a saxophonist and website designer offers this advice to help you get started:
When musicians are creating their website, they often overlook these two simple but important questions: WHO will be using your website, and WHAT is your ideal outcome for each visitor who comes to your website? For example, do you want people to buy a ticket to your next live stream show? Purchase one of your albums or a piece of merch? Subscribe to your mailing list? Book a Zoom lesson with you? If you don't know what you want your visitors to do, then chances are they probably won't know either. Start with your audience and your end goal in mind, and then revolve everything in your website set up around that. From your navigation menu to your homepage headline to your call-to-action buttons and copy, everything should gently guide your visitors towards where you want them to go.
There are several website platforms that make it easy to build your own website. The three main ones that I have seen used are Wix, Squarespace and Bandzoogle. All three providers have a variety of templates that you can use to customize your site and they all look extremely professional on a budget. (There are free options and some cost around $20 a month).
If you want to invest in a more customized website, then I suggest that you hire a professional website designer to create a site for you. Janelle Reichman is the owner and designer at Ellanyze and she builds stunning websites using WordPress.
Examples of Custom WordPress Websites (designed by Janelle Reichman)
Once you have build your website, you will want to make sure to update it with news, gigs and recordings and videos.
So, now that you have this list of instructions, I urge you to get down to business.
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Steps to Curate Your Musician Assets
Step 1: Have photos taken
Step 2: Write a short, medium and long bio to highlight your work and offerings
Step 3: Gather press quotes and/or quotes from notable sources that highlight your skills.
Step 4: Create or curate video footage of your performances.
Step 5: Create or curate some audio examples of your work.
Step 6: Get a website.
Make a plan to tackle a few of these tasks each week until your have everything you need to build a website. Now is the perfect time to take this step!