EPK stands for Electronic Promo or Press Kit, as previously mentioned. In the most general terms, it’s a digital portfolio designed to promote a musician or artist to others in the industry, delivered over the internet.
The industry people you will be reaching out to are often referred to as “intermediaries” because they insert themselves into the artist development, marketing, or business development process at some point.
Some examples of intermediaries are as follows:
Additional types of intermediaries who will have interest in your EPK might include the following:
This is not an all-inclusive list, but it should be clear that just about anyone you might want to collaborate with, hire, or work for will want to see your EPK at your initial introduction. Their goal at this point is to get a very quick and clear understanding of your music, your image marketing materials, where you are in your business development process, and what drives you.
There’s an audience for your music and your EPK should make clear who that audience is and how you intend to reach them. The EPK should communicate clearly to the viewer how and why your music and persona resonate with your intended fan base. Like anything else, it may seem simple at first look, but it is not a simple task.
A lot of thought and care should go into crafting an amazing EPK, as it will reflect on your professionalism, preparedness, talent, ability, and commitment. It’s worth taking the time and doing the work to make it as good as it can possibly be, since your music career could, in fact, depend on it.
Begin by considering carefully who you expect will be viewing your EPK. If your goals are to get a major label record deal and a big-shot Manager, your EPK would likely look different than an indie-oriented artist. Who are you trying to get your materials in front of? Keep your targeted individuals and your overall goals in mind as you design your EPK and work on the materials to include.
Think of it like your musical resume which lives online. You want to make it easy for people to access, and easy to navigate. Let’s consider some of the above elements briefly in turn, and then I’ll offer a few suggestions about where to host the EPK, and how to get it in front of the people you want to see it.