Creating Promo Packages

I’ve been booking and promoting bands for more than 15 years, and in my time I’ve seen thousands of promo packs, good and bad.  In the past 5 years, the way the music industry does the promo pack has changed dramatically, streamlining down to a one-sheet and a CD.  Below, you’ll find my straightforward guidelines on how to create a good one-sheet; I also give workshops, and when I have time, can glance over musicians’ packages and give them some critical feedback (please note that while my intentions are good, I rarely actually have time unless you’re right there in person at a conference or something).

When I’ve got a moment, I’ll try and add some links to bands that have good stuff on their sites.  For now, go Google Alun Piggins, whose got a pretty good one-sheet .pdf on his site, or Twilight Hotel, who are pretty smart cookies when it comes to promo, aside from being Canada’s next awesome thing.

Why make a promo pack or one-sheet?

- What is the purpose of a bio, a website, a promo package?

- Communicate to the booker/promoter/talent buyer who you are, what you are doing, why they should book you.

- Focus: Be sure you’re approaching people who are in the market you’re aiming for (i.e. a Black Metal band is unlikely to get booked by a folk festival). Do some research on the venue/festival/etc. Talk to other musicians.

Creating the One-Sheet

Make it Compact, Concise, Clear.

What do you need to include?

Bio – One of the most difficult things to do is write a useful, interesting bio. For inspiration, check out the websites of bands/artists who are similar in style to you, and see what they say about themselves. Remember that just because a well-established band does things a certain way doesn’t mean it’s the best way.

Do:

- Write no more than a paragraph if possible (longer bios are good for the press).

- Include full names and instruments of all players.

- Tell us who you are, briefly. What makes you interesting as people?

- Mention cities or venues you’ve played (if relevant).

- Pick a term for your music. Is it pop? Rock? You figure it out.

- Talk about the music – use adjectives! Grinding, sparse, poppy, playful, lush (avoid: quirky, soul-tearing)

- Talk about the lyrics – use adjectives! Heartfelt, insightful, political, aggressive, literate (avoid: honest, soul-touching)

- Get someone who isn’t in the band the proof-read it for you.

Don’t:

- Don’t mention your training unless it’s relevant for the type of music you play (MFA, Grade Nine Piano)

- Don’t say that you sound like Tom Waits, are influenced by Tom Waits, or have been compared to Tom Waits. Or anyone else with a really distinctive sound. It never works in your favour.

- Don’t create a ‘hilarious’ fake bio. Think about intent: what can a promoter learn from your bio if you’ve made the whole thing up? It’s a waste of their time and yours.

- Don’t add in-jokes to the bio.

- Don’t add facts that aren’t interesting or relevant.

- Don’t try to be cute or quirky.

- Don’t slag other performers, genres or styles.

Photo

- Get a good, clear photo of the band, taken by a pro or a good amateur, showing all of your faces clearly if possible.

Contact Info

- Everything (including the CD) should include Contact Name, phone number, website and email address.

Relevant Quotes

- The shorter the better. Use ellipses to shorten the sentence ex. “John is a jerk, but a great performer,” becomes “John is a… great performer.”

Tech Requirements

- Here’s a decent sample list (be aware that just because you ask for things does not mean you’re going to get them; we all do the best with what we’ve got at the venue):

4 vocal mics + stands + vocal monitors

1 percussion mic (SM57)

3 drum mics – snare/HH, kick, ambient

1 mic for guitar amp

2 DIs: bass and electric fiddle

Decent Graphic Design

- It’s definitely worth paying some money to hire a graphic designer to arrange your info on the page.

In the Package:

Music Sample

- If sending a full CD, mark three tracks that sound closest to your live sound. If sending a promo sample, make sure it will play in a CD player before sending it.

- Take all plastic wrap and stickers off the CD before sending it.  It’s seriously annoying to have to     open    50 shrink-wrapped CDs at one sitting, and ‘annoyed’ is not the state you want a booker in when they’re listening to your music.

Do Not Include:

- Photocopies of articles or interviews.

- Glitter, confetti, or any other random stuff that has nothing to do with your music.

- Piles of paper, no matter how relevant you think they are.

- More than one music CD.

- DVDs.

Optional Stuff:

- Band buttons or stickers