Breaking Ground: Promos, Press and Presentation

It can be hard to figure out how to go about getting sponsorship, find all the government agencies out there that might help you out, figure the best ways to promote your gigs, put together a webpage, and all of those myriad other things that musicians need to know in order to get their music seen and heard.

That is where our new regular column Breaking Ground steps in - Mikhal Norriss brings you handy info, tips and tricks to help get your band started along the road to success.

To communicate with media, promoters, record companies, radio stations - generally all of those important people that you want to impress - you are going to need a Press Kit.

Sometimes getting started can seem a little daunting, so the following is a guide as to what should be in your press kit. Remember that every press kit should be individual to the band or musician; keep in mind that there are no hard and fast rules to go by when making your press kit and that it should express your unique style. The following is a brief rundown of the types of things to include in a 'typical' press kit.

Think about how quickly you get bored reading an article, or how often you only read half an article in a magazine (except for NZ Musician of course!) - it is exactly the same for anyone reading your bio!! Don't make it a novel. Your bio should be to the point and include the following:

• Band members:

Who is in the band? What instruments do they play? Who is the front person in the band? What were the band members doing prior to this band? Have any had noteworthy musical training? If appropriate, include a brief description of what role everyone takes, and give the reader an idea of the kinds of personalities represented in the band.

• Band history:

How long has the band been around? How did the band meet? Any interesting stories? General noteworthy things about the band.

• Music / style:

The people reading your bio want to know what you sound like, so tell them, and in words that they understand! If you have a ground breaking new sound and have made up a string of words to describe your sound, chances are that no-one but you knows what you are taking about! Be expressive and creative but try not to go overboard. The person reading your bio simply wants to know if your sound will fit their requirements.

• Performance history:

What venues have you played at? What other bands have you played with? Do not lie about shows you have played in, or performers that you know, the New Zealand music industry is small and you are more than likely to be snapped out.

A picture can save a thousand words. You could include pictures of the band playing on stage, practising in the rehearsal room or a posed picture - whatever style you think best suits your image. If you can afford professional photography, go for it by all means, but with today's technology (digital cameras, Photoshop etc) DIY shoots can be just as effective.

If you have a favourable review of your act performing, include it! A review is generally seen as a unbiased opinion of your act and a favourable one will only add to your credibility. If you do not have a review yet, you can gain a reference from the most influential person you have had contact with in the music industry - it could be a venue owner, tutor, radio DJ etc. You can either include parts of a review in your bio by quoting directly from the article(s), or place the clippings in a separate section of your pack.

The cover letter is a way to personalise your application and enables you to tailor your press kit towards a particular gig, radio station, reviewer etc. Find out the name of the person you are trying to reach and address the letter and pack to them. Tell them why you think you are perfect for their project and detail ways in which your involvement will benefit them. Use a letterhead and remember to include contact details (nominate one person as a point of contact in a band situation). Invite them along to check out any up and coming gigs (an opportunity to see you perform live). Make sure that you put their names on the door! Use the cover letter as a chance to sell yourself shamelessly!

Now that they know all about your band, they will want to know what you sound like. The demo is designed to demonstrate how your band sounds, so if you think that your demo sounds like shit, then chances are everyone else will as well.

Your demo should be on CD (cassette tapes look unprofessional and amateurish), with a cover, the name of your act, a track listing and some kind of artwork (artwork tends to have bigger impact if it reflects the band's image in some way). If your demo is going to a radio station, then ensure that it is of broadcasting standard, but if your band is applying to play at a venue then you might like to include a recording of a live show. Remember to personalise your press kit whenever it is sent out.

It may seem simple, but go through and make sure that ALL spelling is correct, there are no grammatical errors and never make any handwritten changes anywhere. Just be professional! You want to be taken seriously so act professional every step of the way.

Try to individualise your press kit to the appropriate people. For example, if you are applying to play at a concert/festival then focus on your live performance; or if you are approaching a radio station emphasise the track that you think would make a good single. Research the company that you are sending your press kit to and get a feel for the type of people they are and what will/will not be appropriate to include in your press kit.

Great presentation is really important. Make your press kit look interesting and exciting and lay it out in a clear, concise manner. The key is to make a press kit of the highest quality that your budget will allow.

If you have any ideas or questions that you would like answered please email them to info@nzmusician.co.nz (Attn: Mikhal). Next issue we will give you a tour of useful local websites to help you promote your band.

Mikhal Norriss has been involved in student radio stations 95bFM and Radio One, has worked on the Big Day Out, with dozens of touring international artists, at the NZ Music Industry Commission and has a BCom in Marketing and Management.