A press kit (or EPK) is the one link a writer, booker or curator opens to decide whether to spend more time on you. Here are the questions that come up most.
Do I still need one if I have a website? Yes, though it can live on your website. The point is a single page that answers a journalist's questions in under a minute, without them having to dig through social profiles.
What goes in it? - A short bio (about 100 words) and a longer one (300 to 400 words). - Two or three high-resolution press photos, landscape and portrait, with photo credits. - Your current release with private streaming links and the release date. - A few notable facts that are true and verifiable: past releases, shows, collaborations, quotes from existing coverage. - Contact details for you or your team. - Links to streaming profiles and your main social account.
How long should the bio be? Shorter than you think. Lead with what makes the music distinct, not your childhood. Writers often lift sentences directly, so write clean, quotable lines.
Should I include follower counts? Only if they are genuinely relevant to the story. Many writers care more about the music and the angle than the numbers.
PDF or web page? A web page is easier to update and share. If you also make a PDF, keep it small enough to email.
How often should I update it? With every release. Out-of-date kits are one of the most common reasons a pitch goes nowhere.
What makes a press kit fail? Missing photos, broken links, a bio full of clichés, and no clear reason why the release matters now.
Is a press kit enough to get coverage? No. It supports a pitch; it does not replace one. The pitch still needs a personal note and a specific angle for each outlet.
For artists who want a full campaign rather than doing outreach alone, MusicPromoToday's music PR service handles positioning, assets and pitching for releases in any genre or market.