The Business of Music Management by Tom Stein

Author:Tom Stein
Language: eng
Format: epub
Publisher: Business Expert Press
Published: 2021-03-08T00:00:00+00:00

Where Should Your EPK Live?

The EPK can be a standalone file, like a zip file. The advantage of this is that you can send it as an enclosure, and the recipient won’t need to be connected to the internet to view and listen after they’ve downloaded it. Many artists and bands will make their EPK available online to anyone who wants to check it out, though this isn’t a requirement. If you do this, you can send the URL as a link via e-mail, text, or chat, and the EPK might also appear in search results from search engines like Google or Bing.

Some music aggregators like SonicBids or ReverbNation are created specifically to host your EPK; other places to host include your own website or a full service platform like Bandzoogle. An advantage of an aggregator is you can use it to integrate other business functions such as merchandising, ticketing, designing your website, blogging, and e-mail marketing campaigns. They can also streamline looking for gigs, integrate your calendar into your EPK, link to the venues you play, handle ticketing and payments, and help you license your recordings for use in visual media. They might also have an automated e-mail marketing function to stay in contact with fans en masse using a newsletter, for example. Most aggregator sites charge a monthly subscription fee.

Action Step:

Shop around to find the online platform for your EPK that most closely suits your needs and budget.

When MySpace was new in the 1990s, I wondered whether musicians needed a website of their own to promote their music. I still wonder the same thing. While some artists use websites, others choose to promote themselves on social media platforms such as Facebook, Instagram, Twitter, LinkedIn, Pinterest, Clubhouse, or TikTok. Other artists choose to use music streaming services such as Pandora or Spotify as their promotional home base. Music aggregators like Sonicbids, Bandzoogle, TuneCore, ReverbNation, and CD Baby all allow artists to quickly and easily upload and host their music and marketing materials.

With so many digital channels available to reach your audience, it’s easy to be confused or overwhelmed by choices. People are busy, and attention spans are short. When you approach a record label, a booking agent, or an entertainment lawyer, what do you want them to see? How will your audience find you? What is guaranteed to grab and keep their interest? What are the right choices? Don’t feel too overwhelmed; just inform yourself the best you can, and then choose whatever seems right.

A professional looking EPK allows you to quickly and clearly show your best work to others, while telling them why they should want to hear you and work with you. Since you only get one chance to make a first impression, it’s important to dedicate the utmost care and thoughtfulness to create your EPK as the ultimate ninja marketing tool for you and your music.

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