Press Kit Essentials (EPK)

An electronic press kit (EPK) is a central place where people can quickly understand your work, hear or watch it, see what you look like, read your story, and contact you. Think of it as an online artist résumé or professional business card for journalists, venues, promoters, booking agents, festival programmers, and other music-industry professionals. Apple Music for Artists describes an EPK in those terms: a centralized professional resource that helps industry people evaluate an artist efficiently. Why an Electronic Press Kit matters

Your goal is not to make a large archive of everything you have ever done. Your goal is to give the right recipient the clearest current snapshot of your project, with working links and enough context to decide whether to cover, book, program, or contact you.

What belongs in an EPK?

A practical EPK usually brings together eight kinds of information: a bio, authorized photos, representative music links, video, notable moments or press, upcoming releases or appearances, useful analytics, and contact information. Apple Music for Artists and MusicNSW both identify these as useful parts of an artist-facing press resource. Why an Electronic Press Kit matters Electronic Press Kit (EPK) Essentials

Not every recipient will need every item. A journalist may care most about your story, current release, music, photos, and previous coverage. A venue may need availability, a live video, performance history, and practical booking information. A festival may require application-form materials in a particular format and by a particular deadline. Treat the EPK as a reliable source library, then send the version or links that match the recipient’s instructions.

1. A short and a long bio

Prepare both a short bio and a longer bio. Apple Music for Artists recommends keeping both versions and writing the EPK bio in the third person. Why an Electronic Press Kit matters

The short version should help a busy reader understand the essentials immediately: who you are, what kind of music you make, where you are based if that context matters, and what is happening now. The longer version can add the development of the project, meaningful collaborators, releases, performances, influences, and relevant milestones.

Write for a reader who may know nothing about you. Avoid opening with broad claims such as “the next big thing” unless you can support the statement with specific evidence. Instead, explain the project in ordinary language and place the most useful fact near the beginning. If your current reason for reaching out is a new release, show, tour, or application, make that current item easy to find.

There is no universal authoritative word count for an EPK bio. The packet supports the practice of maintaining short and long versions, but it does not establish a single required length. Use the recipient’s space limits and submission instructions when they exist.

2. High-quality, authorized photos

Include current photos that represent the artist accurately. MusicNSW recommends at least two high-resolution photos—one portrait and one landscape—along with official, live, or talk videos where available. This is useful industry-practice guidance, particularly as an example of how a recipient may want different shapes and contexts, but it is not a universal global minimum. Electronic Press Kit (EPK) Essentials

A portrait can work well when a publication or profile needs a clear artist image. A landscape image may be more useful for a website header, event page, or promotional layout. Live images can communicate performance energy, while a clean promotional image can support announcements and editorial coverage.

Use files that are sharp enough for the intended recipient and keep the image versions clearly labeled. More importantly, confirm that you have permission to share every photograph. Apple’s artist-image guidance identifies lack of legal authorization as a reason an image may be rejected, alongside issues such as low resolution, borders, text, and third-party logos. Those are Apple Music, iTunes Store, and Shazam profile-image rules—not a universal EPK photo standard—but they illustrate why image ownership and recipient specifications matter. View guidelines for artist images

Apple’s current artist-profile guidance prefers images of 2400 × 2400 pixels or greater, lists 800 × 800 pixels as a minimum, accepts JPG or PNG, and lists 72 dpi. These specifications apply to Apple artist profiles rather than to every press-kit use. Check the destination’s requirements before treating them as applicable to a venue, publication, festival, or other platform. View guidelines for artist images

3. Representative music links

Give the recipient a direct way to hear the work. Use links to the release, track, artist profile, or other authorized listening destination that best represents what you are currently pitching. MusicNSW recommends including the release name, year, and streaming links, together with relevant artist pages such as social profiles, digital service provider pages, and an official website when available. Electronic Press Kit (EPK) Essentials

Choose representative material rather than forcing someone to search through your entire catalog. If you are promoting a new release, put it first and identify what it is. If you are applying as a live act, make sure the music reflects the performance you are offering. If your project has different formats or lineups, explain which recording or link corresponds to the offer.

Links should open without unnecessary friction, and you should test them before sending. The packet supports online links and shared folders as practical options, but it does not establish one universally best hosting format. A webpage, shared folder, PDF, or application-form submission may each be appropriate depending on what the recipient requests.

4. Video that shows the project in context

Video can help a recipient understand both the artist and the experience of seeing or hearing the project. Include an official video, live-performance video, interview or talk video, or another relevant example when available. MusicNSW specifically recommends official, live, or talk videos as EPK materials. Electronic Press Kit (EPK) Essentials

Match the video to the reason for the pitch. A journalist may want a strong official visual or a concise introduction. A venue or promoter may need evidence of the live performance. A booking agency may ask for a recent mix or venue-performance video, particularly for DJs. The Music Bureau’s current artist application illustrates this variation: it requests linked audio/video, a short bio, promotional and live photos, a song or set list, performance history, and, for DJs, a recent mix or venue-performance video. Become a Music Bureau Artist

Do not assume that every recipient wants downloadable attachments. The Music Bureau example asks for linked audio/video rather than MP3 attachments, but that is a recipient-specific instruction, not a universal rule against attachments. Follow the current submission route provided by the organization.

5. Notable moments, press, and proof of activity

Add a concise record of meaningful activity: previous press, notable performances, relevant collaborations, awards or selections if applicable, and other concrete moments that help establish context. Keep this section selective. A reader should be able to see why each item matters and when it happened.

The Cabooze’s current booking guidance provides one example of recipient-specific expectations: it requests an EPK or music link, a bio, contact information, availability, and any press received. That does not create a universal venue checklist, but it shows why a booking-oriented EPK should make those details easy to locate. Contact

If you list coverage, link to the publication or item where possible and use accurate descriptions. Do not imply that a mention was a review, feature, selection, or endorsement if it was something else. If you have little press, do not pad the section. Your music, live material, upcoming plans, and clear contact details are still useful.

6. Upcoming releases and appearances

Make current activity visible. Include upcoming releases, shows, tours, festival appearances, or other public milestones that explain why you are reaching out now. Use dates and locations where relevant, and distinguish confirmed information from plans that are not yet public or final.

Current information is one of the main reasons an EPK needs maintenance. Apple Music for Artists recommends keeping the resource fresh, and MusicNSW includes current news among its suggested materials. Why an Electronic Press Kit matters Electronic Press Kit (EPK) Essentials

Review the links and time-sensitive sections whenever a release, show, lineup, contact, or campaign changes. The packet does not establish a universal update interval, so use actual changes and recipient deadlines as your trigger rather than relying on a fixed schedule.

7. Useful analytics

Where relevant, include useful audience or performance information. Apple Music for Artists lists analytics among the information that can elevate an artist’s professional presentation. Why an Electronic Press Kit matters

Analytics are most useful when they answer a recipient’s question. Depending on the context, that might include audience location, listening activity, audience growth, or evidence of engagement. Label the time period and platform so the reader understands what the numbers mean. Do not present one platform’s metric as a universal measure of career value, and do not include data you are not authorized or comfortable sharing.

Spotify for Artists separately allows artists to manage profile photos, bios, social links, merch, playlists, and performance-related information, and provides analytics and release-pitching tools. These platform features can support your wider presentation, but they are adjacent to an EPK and do not replace a recipient-ready press resource. Platform features and availability can change. Get started – Spotify for Artists

If you are using Spotify’s release-pitching tools, the reviewed guidance says playlist pitching should occur at least seven days before release. That is a Spotify-specific timing instruction, not a universal press or festival deadline. Get started – Spotify for Artists

8. Contact information and links

Make it obvious how someone can reach you. Include an artist email and, where appropriate, a phone number. MusicNSW also recommends social profiles, digital service provider pages, and an official website when available. Electronic Press Kit (EPK) Essentials

Use a professional contact route that you monitor. If a manager, publicist, booking representative, or other authorized contact handles inquiries, identify that person or role clearly. Keep the contact information consistent across the EPK, website, artist profiles, and application forms where possible.

Choose the delivery format for the recipient

An EPK can be delivered through a webpage, a shareable online folder, a PDF, or materials entered directly into an application form. The evidence packet specifically supports a shareable Dropbox or Google Drive folder as a low-cost option, while also noting that the reviewed sources do not establish a universal best hosting format or prove that PDF is always preferable or portable offline. Electronic Press Kit (EPK) Essentials

A webpage can be convenient when the recipient wants one public link. A shared folder can hold multiple file types and may be inexpensive to maintain. A PDF can provide a compact overview when requested. An application form may require you to paste text, provide links, or upload selected files rather than submit a complete EPK.

Use the route the recipient asks for. Before sending, check whether links require permission, whether files can be opened on ordinary devices, whether the application limits file types or sizes, and whether the organization has a current deadline.

A recipient-aware EPK route

A simple way to assemble and use your kit is:

1. Build the source library: current bios, authorized photos, music links, video, press, upcoming items, analytics, and contacts.
2. Create a short overview that points to the strongest materials first.
3. Make a booking version that adds availability, performance history, a song or set list, and live video when those details are relevant.
4. Check the recipient’s current instructions, then choose the webpage, folder, PDF, links, or form fields they request.
5. Test every link and confirm that each supplied asset is authorized for sharing.
6. Remove outdated dates, replace stale photos or links, and save a clear current version for the next pitch.

This route is an organizing method, not a universal application standard. The Cabooze and Music Bureau examples demonstrate that venues and booking agencies can ask for different information, while SXSW demonstrates that festival applications can be deadline-driven and governed by event-specific terms. Contact Become a Music Bureau Artist SXSW Showcasing Artist Applications

Worked example: adapting one kit

Imagine an artist preparing three outreach messages from the same source library.

For a journalist, the artist sends a short third-person bio, the current release link, one authorized portrait, one strong visual or live video, a brief list of notable moments, the current release date, and a monitored contact email.

For a venue, the artist sends the EPK or music link, bio, contact information, availability, prior press if available, live video, performance history, and a song or set list. This reflects the kinds of details requested by the cited venue and booking-agency examples, but the artist still checks the specific venue’s instructions first. Contact Become a Music Bureau Artist

For a festival application, the artist prepares the requested links, photos, biography, and supporting information inside the application system, confirms the deadline, and reads the current terms before submitting. SXSW’s materials show why this step matters: applications are time-bound, applicants remain responsible for protecting intellectual-property rights, and the terms contain broad stated rights concerning submitted identity, headshot, bio, voice, and event recordings if selected. SXSW Showcasing Artist Applications SXSW Cart Terms for Music Showcase Application

Permissions and application terms

Before sharing a photograph, recording, biography, video, or other supplied material, verify that you have the permission needed for that use. Check collaborators, photographers, labels, managers, featured performers, and other rights holders where applicable. The evidence packet does not provide a universal legal clearance procedure, so treat this as a practical rights check rather than legal advice.

Read the terms for each application before you submit. SXSW’s current terms place responsibility for protecting intellectual-property rights on the applicant and state that selected applicants grant broad rights over submitted identity and event-recording materials. Those provisions are specific to the SXSW application and its stated worldwide license language. Read the current terms for the particular event, and obtain independent legal advice for consequential rights questions. Open Music Business is educational content, not individualized legal, financial, tax, contract, or royalty advice. SXSW Cart Terms for Music Showcase Application

Final checklist

Before sending an EPK, confirm that:

• The short bio explains who you are and what is current.
• A longer third-person bio is available when needed.
• Photos are high quality, current, clearly labeled, and authorized.
• Music links represent the project and open correctly.
• Video matches the purpose of the pitch, especially if booking is involved.
• Press and notable moments are accurate and selective.
• Upcoming releases and appearances are current.
• Analytics are labeled, relevant, and authorized for sharing.
• Contact information is easy to find and monitored.
• The delivery format matches the recipient’s instructions.
• Deadlines and application terms have been checked.
• Every link works for someone who is not already signed in to your accounts.

A strong EPK is concise, current, and easy to use. Build one dependable source library, adapt the presentation to each recipient, and keep the information fresh whenever your music, availability, team, or plans change.