Asset management is the process of planning and controlling the maintenance, renewal and accessibility of the assets required to run a publicity campaign. Done well this can improve the efficient delivery of your music news.

The best way to manage the assets required is to have a great press kit. Specifically an electronic press kit (EPK) which is 100% digital. In some situations, a physical press kit might be required, however this is getting less and less a requirement. If you don’t have a press kit in place and you’re relying on sending emails heavily loaded with text links and files then you’re risking your music not being checked out by the press and media. 

It is important to have your assets stored on computers, backed up on hard drives and cloud based platforms like Dropbox, Google etc.

The types of assets normally required for a publicity campaign include pdfs, hi res artwork, photos and music videos. The staple requirements I use are:

. Biography

. Press Release

. Press quote Sheet (reviews of previous releases, gigs etc)

. Photos

. Artwork

. Music 

. Video

. Lyrics

. About the music notes

Be sure to write up a current bio and keep it up-to-date. Magazines, webzines, radio etc will want a solid biography so they can understand you and your music better. Make your notes informative but laser sharp on point. Your band’s history is important to you. but you don’t need to go in depth as to how the group formed, who left when etc. Do some research and find some great artist/band biographies for more inspiration.

Press releases are very important for new music releases, tour announcements etc and help to highlight key achievements to date which will help catch the reader’s eye. This doesn’t need to be over complicated. Always have text based versions of your bios and press releases within your EPK as this will make it easier for the press and media to copy and paste information should they choose to feature you. Make it obvious and clear as to why the reader should consider checking you out. Be sure key highlights are clearly displayed at the top and not hidden within masses of paragraphs

Having a press quote sheet is a great opportunity for you to showcase attention grabbing reviews and articles in your vault. For this, press releases and bios; I’d recommend having a high impact visual sheet with great photos and artwork, especially if you have big brand press or media outlets that have featured your music previously. 

You will need to have high impact photos and artwork that can stop a reader in their tracks because you’ve taken the time to differentiate yourself. Provide hi-res photos and front cover artwork for your new music. I cannot stress enough the importance of the photos and artwork not just looking great but being to a high file size quality, as lo-fi files will be binne, some people may not bother requesting the correct files and you risk being ignored. Ensure credits are noted, filenames are clear so they are easily discoverable. The last thing you want is for the press and media hunting around for the assets needed to profile you.

Combined, all of this is pretty chunky and you’ll need to avoid sending big emails with attachments. Utilise cloud technology as this will keep your email and messaging correspondence trim and on point with just one or two url links.

To clarify you will need to have:

. 3 to 5 new hi quality band photos

. Live photos if possible

. Front cover artwork

. Band logo (transparent background)

Music and videos:

Using cloud platforms like Dropbox enables you to offer recipients the opportunity to stream and download music. Initially I would advise offering a stream option with the option to download if required. Always go for high quality with a minimum of 192kbps. Some radio outlets, especially FM stations, will require WAV files.

Be sure to check the song names, artist and other metadata are complete and correct for the tracks and clips you host.

When pitching music videos during a publicity campaign, stick to private and unlisted links via YouTube and Vimeo. It’s the usual standard for the music industry and a familiar process that most use.

Lyric sheets and about the music notes:

For some radio stations when plugging your new songs, they will ask for the lyrics just to check to see if it’s clean or has swearing. My general advice is, if you want big stations to play your songs, avoid dropping the F-Bomb when it comes to single edits. Create a word document or pdf and file accordingly.

Now you’ve got all the assets required for your music publicity campaign in place; where do you store them? Aside from having a backup copy on your home computers, there are various ways to host, share, stream and download your music and accompanying assets that offer various forms of access control and monitoring tools to deter piracy.

Here are the three platforms I use to help music artists and bands get noticed:

  1. A one-page web based EPK. This is a platform where visitors can quickly understand an artist or band, their music and message in a matter of seconds. BIG headlines are needed in this case, utilise a powerful Hero section at the top of the page with essential details underneath with an option to learn more via a Dropbox or Google cloud link (see below). 

  1. Dropbox / Google Cloud. As you would file content on your Windows or iMac computer, both these cloud platforms allow you to file documents and music accordingly, making it easy for your target audience to find out relevant information really quickly. Used in conjunction with a great looking website one page EPK as your show window, it puts you in a great position to be discovered.

  1. Haulix is a music epk delivery platform that discreetly shares watermarked music and tracks its performance. You can host all the relevant assets necessary for a music pr campaign. Using Haulix you can see who opens your emails, views your promo, streams, and even downloads your music. It’s a powerful tool. However, it’s not an opportunity to stalk and hassle those that take the time to check you out. By all means use it for monitoring but only at the right time.

There are other platforms available, but at the very core of this is to have great quality assets managed effectively. Successful asset management is essential to any music publicity campaign specifically as things can move fast and sometimes be complex. Assets that are filed correctly and made easily accessible for press and media outlets will yield better results in the long term. 

Now that we’ve got our assets filed and ready, we’re going to need to find a way to connect with the right people who might be interested in our music. It’s never been easier to reach out and try to connect with others, however if everyone has the same access and capabilities; how are you going to stand out from the masses and begin the journey of forming real relationships? This is a gamechanger…

Stop being disappointed with PR campaigns that don’t work for you. Book a PR & Marketing strategy session with Rob Town (MA – Master of Art).

This post was published on 7th September 2020 and filed in these categories; Blog.


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