Press Kit Builder for Musicians
A great press kit makes it easy for journalists, bloggers, podcasters, and playlist curators to say yes to featuring you. The harder you make someone work to find information about you, the less likely they are to cover your campaign. This guide walks you through building each section of a complete press kit.
Pro tip: Create your press kit as a single page on your website AND as a downloadable PDF. Journalists will want the link to share with their editors, and the PDF for when they are writing offline. Keep both versions updated.
1. Artist Bio
You need three versions: short (for social media bios and quick mentions), medium (for blog features and podcast introductions), and long (for in-depth articles and press releases). Write in the third person.
Short Bio (50 words)
[ARTIST NAME] is a [GENRE] [artist/band/singer-songwriter] from [CITY, STATE] known for [SIGNATURE SOUND OR STYLE, e.g., “blending raw blues guitar with confessional lyrics”]. With [NOTABLE CREDENTIAL, e.g., “over 500,000 streams on Spotify” or “regular appearances at SXSW”], [ARTIST NAME] is currently [CURRENT PROJECT, e.g., “crowdfunding their debut full-length album, [TITLE]”].
Medium Bio (150 words)
[ARTIST NAME] is a [GENRE] [artist/band] based in [CITY, STATE] whose music draws from [INFLUENCES AND STYLE, e.g., “the storytelling tradition of Americana, the grit of Southern rock, and the vulnerability of indie folk”].
[ORIGIN STORY IN 2-3 SENTENCES, e.g., “After years of playing dive bars and house shows across the Southeast, [ARTIST NAME] self-released [PREVIOUS PROJECT] in [YEAR], which caught the attention of [NOTABLE MENTION, e.g., ‘American Songwriter Magazine’ or ‘a loyal fanbase of 10,000+ followers’]. The [EP/album] led to opening slots for [NOTABLE ARTISTS] and a spot on [FESTIVAL/PLAYLIST].”]
Now, [ARTIST NAME] is [CURRENT PROJECT DESCRIPTION, e.g., “launching a crowdfunding campaign to record [TITLE], a [NUMBER]-track album produced by [PRODUCER] at [STUDIO]”]. The album explores [THEMES, e.g., “love, loss, and the long drive home”]. [CALL TO ACTION OR FORWARD-LOOKING STATEMENT, e.g., “The campaign launches [DATE] on [PLATFORM].”]
Long Bio (300 words)
[Use the medium bio as your foundation and expand with:]
- Paragraph 1: Who you are, where you are from, and what your music sounds like (paint a picture for someone who has never heard you)
- Paragraph 2: Your journey so far. How did you start? What milestones have you hit? Be specific with numbers, names, and places.
- Paragraph 3: The current project. What are you making, why does it matter, and what makes it different from your previous work?
- Paragraph 4: The crowdfunding angle. Why crowdfunding? What does fan support mean to you as an independent artist? What can backers expect?
- Paragraph 5: What is next. Tour plans, release timeline, vision for the future.
Writing tip: Avoid cliches like “genre-bending” or “a unique blend.” Instead, be specific. “A voice that sounds like it was raised on Patsy Cline records and college radio” is more memorable than “a genre-bending vocal style.”
2. Project Description
This is specifically about the album or project you are crowdfunding, not your general career history.
Project Title: [TITLE]
Format: [Full-length album / EP / Single / Music video / etc.]
Number of Tracks: [NUMBER]
Genre: [PRIMARY GENRE, with secondary influences]
Producer: [NAME, with notable credits if applicable]
Studio: [NAME AND LOCATION]
Key Collaborators: [LIST MUSICIANS, ENGINEERS, FEATURED ARTISTS]
Expected Release Date: [DATE]
Campaign Platform: [Kickstarter / Indiegogo / etc.]
Campaign Goal: $[AMOUNT]
Campaign Dates: [START DATE] through [END DATE]
Project Summary (2-3 sentences):
[TITLE] is [DESCRIPTION OF THE PROJECT’S ESSENCE, e.g., “a 10-track album about coming home after years on the road”]. Recorded at [STUDIO] with [PRODUCER], the album features [NOTABLE ELEMENTS, e.g., “live string arrangements, a collaboration with [ARTIST], and the rawest vocals [ARTIST NAME] has ever committed to tape”]. The crowdfunding campaign offers fans [REWARD HIGHLIGHTS, e.g., “early access to the music, limited edition vinyl, and one-of-a-kind experiences like private studio sessions”].
3. Key Facts Quick-Reference Card
Journalists skim. Give them the facts in a format they can grab in 10 seconds.
| Artist Name | [YOUR ARTIST/BAND NAME] |
| Hometown | [CITY, STATE] |
| Genre | [GENRE] |
| Sounds Like | [3 COMPARABLE ARTISTS, e.g., “Jason Isbell meets Phoebe Bridgers with a touch of Tom Petty”] |
| Current Project | [PROJECT NAME AND ONE-LINE DESCRIPTION] |
| Campaign URL | [LINK] |
| Campaign Dates | [START] through [END] |
| Funding Goal | $[AMOUNT] |
| Notable Achievements | [3-5 BULLET POINTS: streams, press, shows, awards] |
| Press Contact | [NAME, EMAIL, PHONE] |
4. Photo Requirements and Specifications
Provide a minimum of 5 high-quality photos. Here is what outlets need:
| Photo Type | Specs | Notes |
|---|---|---|
| Landscape (horizontal) | Minimum 2400 x 1600px, 300dpi, JPG or PNG | For blog headers and feature articles |
| Portrait (vertical) | Minimum 1600 x 2400px, 300dpi, JPG or PNG | For magazine layouts and social shares |
| Square | Minimum 2000 x 2000px, 300dpi, JPG or PNG | For social media and thumbnail use |
| Live / Performance | Minimum 2400 x 1600px, 300dpi | Shows you in your element performing |
| Album Artwork | 3000 x 3000px, 300dpi, PNG preferred | High-res version with and without text |
Important: Always include a photo credit line. Example: “Photo by [PHOTOGRAPHER NAME]. Available for editorial use with credit.” Host photos in a shared Google Drive or Dropbox folder with download access. Do not make journalists email you to get photos.
5. Music Samples and How to Share Them
Press contacts need to hear your music quickly and easily. Here are your options, ranked from best to worst:
- Private SoundCloud links: Upload tracks as “private” and share the secret link. Journalists can stream instantly without creating an account. This is the gold standard.
- Bandcamp private streaming: If you use Bandcamp, share private pre-release links. Journalists who already use Bandcamp will appreciate this.
- Google Drive folder: Upload high-quality MP3s (320kbps) or WAV files to a shared Google Drive folder. Set permissions to “anyone with the link can view.” Include track names and order.
- Dropbox shared folder: Same approach as Google Drive. Either works fine.
- YouTube unlisted links: Good for video content but not ideal for audio-only review.
What to include:
- 2 to 3 finished tracks (your strongest material)
- 1 demo or work-in-progress track (shows the project is real and in progress)
- Track listing with songwriter credits
- Brief description of each shared track (1-2 sentences on what the song is about or why you chose it)
Never do this: Do not send large audio files as email attachments. They will end up in spam filters or annoy the recipient. Always use streaming links or cloud download folders.
6. Press Release Template for Campaign Launch
FOR IMMEDIATE RELEASE
[OR: “UNDER EMBARGO UNTIL [DATE AND TIME]”]
[ARTIST NAME] Launches [PLATFORM] Campaign for [PROJECT TYPE]
“[PROJECT TITLE]”
[CITY, STATE] — [DATE]
Lead paragraph (who, what, when, where, why):
[CITY, STATE]-based [GENRE] artist [ARTIST NAME] has launched a [PLATFORM] campaign to fund [PROJECT DESCRIPTION], with a goal of raising $[AMOUNT] by [END DATE]. The campaign, which went live on [LAUNCH DATE], offers fans [REWARD HIGHLIGHTS] and a chance to be directly involved in the creation of the [album/EP/project].
Second paragraph (the story):
“[QUOTE FROM ARTIST ABOUT WHY THIS PROJECT MATTERS],” says [ARTIST NAME]. “[ADDITIONAL QUOTE ABOUT THE MUSIC OR THE CROWDFUNDING APPROACH].”
Third paragraph (details):
[PROJECT TITLE] is a [NUMBER]-track [album/EP] produced by [PRODUCER] at [STUDIO]. The project features [NOTABLE DETAILS: collaborators, themes, recording approach]. Reward tiers range from $[LOWEST] for [BASIC REWARD] to $[HIGHEST] for [PREMIUM REWARD, e.g., “a private house concert”].
Fourth paragraph (background and credentials):
[ARTIST NAME] has [NOTABLE ACHIEVEMENTS: previous releases, streams, shows, press coverage, awards]. [One sentence about what makes this project a natural next step in the artist’s career.]
Closing:
The [PROJECT TITLE] campaign runs through [END DATE] on [PLATFORM]. To back the project or learn more, visit [CAMPAIGN URL].
###
Press Contact:
[NAME]
[EMAIL]
[PHONE]
[WEBSITE]
Assets:
High-resolution photos: [LINK TO PHOTO FOLDER]
Music samples: [LINK TO STREAMING/DOWNLOAD]
Campaign video: [LINK]
Full press kit: [LINK]
7. Social Media Links and Stats
List all active platforms with current follower counts. Update these numbers monthly.
| @[HANDLE] | [NUMBER] followers | [LINK] | |
| TikTok | @[HANDLE] | [NUMBER] followers | [LINK] |
| YouTube | [CHANNEL NAME] | [NUMBER] subscribers | [LINK] |
| Spotify | [NUMBER] monthly listeners | [LINK] |
| Apple Music | [LINK] |
| Bandcamp | [LINK] |
| [PAGE NAME] | [NUMBER] followers | [LINK] | |
| Website | [URL] |
| Email List Size | [NUMBER] subscribers |
8. Contact Information Layout
General Press Inquiries:
[NAME] | [EMAIL] | [PHONE]
Booking:
[NAME / AGENCY] | [EMAIL] | [PHONE]
Management:
[NAME / COMPANY] | [EMAIL] | [PHONE]
Artist Direct:
[YOUR NAME] | [EMAIL] (note: include only if you want direct contact)
If you do not have a manager, booking agent, or publicist: That is completely fine. Most independent artists running crowdfunding campaigns do not. Just list yourself as the press contact. Use a professional email address (not your personal Gmail) if possible, like press@[yourartistname].com or yourname@[yourartistname].com.
9. Quote Templates (What Others Say About Your Music)
Third-party validation carries more weight than anything you say about yourself. Collect quotes from these sources:
Press Quotes:
“[QUOTE ABOUT YOUR MUSIC]” — [Publication Name]
“[QUOTE ABOUT YOUR MUSIC]” — [Publication Name]
Fellow Artist Quotes:
“[QUOTE FROM ARTIST YOU HAVE WORKED WITH OR WHO ADMIRES YOUR MUSIC]” — [Artist Name], [their notable credit]
Industry Quotes:
“[QUOTE FROM VENUE OWNER, PROMOTER, RADIO DJ, OR PRODUCER]” — [Name], [Title/Venue]
Fan Quotes:
“[GENUINE FAN QUOTE FROM SOCIAL MEDIA, REVIEW, OR MESSAGE]” — [First Name, City] (with permission)
How to collect quotes: Ask directly. Send a short message: “Hey [NAME], I am building a press kit for my crowdfunding campaign. Would you be willing to say a few words about my music that I can include? Even one sentence would mean a lot.” Most people are happy to help if you just ask.
Complete Press Kit Checklist
Before you call your press kit done, make sure you have all of the following:
| ☐ | Short bio (50 words) |
| ☐ | Medium bio (150 words) |
| ☐ | Long bio (300 words) |
| ☐ | Project description with all details |
| ☐ | Key facts quick-reference card |
| ☐ | Landscape photo (at least 1, high-res) |
| ☐ | Portrait photo (at least 1, high-res) |
| ☐ | Square photo (at least 1, high-res) |
| ☐ | Live performance photo |
| ☐ | Album artwork (high-res) |
| ☐ | Photo credits listed |
| ☐ | 2 to 3 finished tracks (streaming links) |
| ☐ | 1 demo or work-in-progress track |
| ☐ | Track descriptions |
| ☐ | Press release (proofread and formatted) |
| ☐ | All social media links with current stats |
| ☐ | Contact information (at least one press contact) |
| ☐ | At least 2 third-party quotes |
| ☐ | Campaign URL included |
| ☐ | PDF version created and hosted for download |
| ☐ | All links tested and working |