An electronic press kit, or EPK, is the page you send when someone asks "who are you?" A journalist, a booker, a festival programmer or a brand manager opens it, spends a minute or two, and decides whether to go further. Everything they need should fit on one page, with the most important things at the top.
Who opens it and what they need
Think about the people on the other side. They receive many messages, they are often on a phone, and they need to answer practical questions quickly:
- a journalist wants a story, quotes, good photos and someone to contact
- a booker wants to hear what you sound like live and how many people you might bring
- a radio host wants the latest track and a short line to say before playing it
- a brand or venue wants to see your image and the kind of audience you have
If your page answers these in a minute, it has done its job. If they have to email you to ask for a photo, you have already lost some of their attention.
What goes on the page, top to bottom
Name and one line
Your artist name and a single sentence that says what you do: genre, where you are from, what makes you recognisable. For example: "Northline is an electronic duo from Tbilisi mixing live cello with club rhythms."
Your latest release
The newest single, EP or album, with its release date and where to listen. This is what most people will press first, so put it near the top.
Two or three best tracks
Not your whole catalogue. Choose the songs that show you at your best, and if someone is booking you for live shows, include one live recording or video.
Short bio
The medium version of your bio, around one paragraph. Add a link to a longer version if you have one, but do not put the long text on the main page.
Photos
Three to five recent, professional-looking photos in both horizontal and vertical format, available to download in high resolution. Name the files clearly and include the photographer's name so the press can credit them. Make sure at least one photo crops well to a square, because that is often the one used for posters and social posts.
Video
One or two videos: a music video, a live performance or a strong short clip. Embedded or linked, not uploaded as heavy files. Make the first seconds strong, because often that is all people watch.
Highlights
A short list of real achievements: notable shows, festivals, radio plays, collaborations, press coverage with one or two short quotes. Only what is true and checkable. If you are just starting, skip this section rather than filling it with weak items.
Contacts and links
Who to write to for bookings, press and everything else, with an email address and a phone number if you want calls. Then your profiles on the main streaming platforms and social media. If you have a manager or agent, give their name and role separately. Put the contacts where they are easy to find, at the top or the very bottom.
Choosing the format
A simple web page is usually the best choice. It works on phones, it can be updated without sending a new file, and it can hold audio and video. Many artists use a page on their own website or a website builder.
A PDF still has its uses, for example for festival applications that ask for one. If you make one, keep it light enough to send by email, make every link clickable and include the date when it was last updated.
Whatever the format, test it on a phone, in a private browser window and from a device where you are not logged in. Links to private files that ask for access are one of the most common reasons a press kit fails.
If you work across countries, keep the page in at least two languages: the local one for local press and English for international festivals and partners. Write each version separately so it does not read like a machine translation.
Mistakes that make people close the page
- the page is long and takes several minutes of scrolling to reach the music
- the "latest" release is a year old
- photos are low resolution, cropped badly or only available by request
- streaming links lead to someone else's profile or to a deleted track
- there is no clear contact, only a contact form
- every achievement is exaggerated, which makes the true ones look weak
Keep it alive
Update the EPK every time something changes: a new release, a new photo session, an important show. Put a reminder in your calendar to check it every couple of months, open every link and replace anything outdated. Keep the same address when you update, so the link in messages you sent earlier still works. When you send it, add one or two personal lines in the message saying why you are writing to this person in particular. The press kit gives the facts; your message gives the reason to open it.