An artist press kit is a collection of materials used to promote an artist. It’s usually distributed to members of the media for promotional purposes. Press kits can be sent out before an open studio or art fair to get people excited about what they will see. Although it may seem like there’s no need for one if you’re not playing a show anytime soon, this couldn’t be farther from the truth. A press kit is essential when trying to get your name out there.
This article covers how to create an artist’s press kit and what should be included in it.
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Why You Need An Artist Press Kit
It’s essential to have a press kit when trying to promote yourself. There are many ways you can use this tool: press kits can distribute before an art fair, sent out before an open studio event, or other events to get people excited about what they’ll see.
Press kits can also be handed over to the media to review your work.
When preparing a press kit, remember that its contents should reflect who you are as an artist and provide insight into your artistic process. An essential part of any press kit is the bio because it introduces you and helps explain why someone would want to read up more on your work in detail. It will also help them understand how you became interested in your artistic style and what you’re currently working on. The bio should also tell potential readers about other materials in the press kit to inspire them to read more.
What Should Be Included In A Media Kit?
A press kit is a marketing tool for artists who want to sell their work both online and offline, so your portfolio must include the following:
Images of previous artworks and installations (a mix of your favorite pieces).
Information about each piece in your portfolio, including dimensions, date created, materials used; applicable prices; titles if not clear from images.
Details on past exhibitions or show you have been an artist in residence at/exhibited with or curated yourself and upcoming opportunities. Include information like dates and locations. If no current showings are available, include what future projects you’re working on.
Links to your artist’s website and social media profiles where people can see more examples of your artwork on Facebook, Twitter, and Instagram.
What should be included in a media kit?
A press kit is a marketing tool for artists who want to sell their work both online and offline, so your portfolio must include the following:
- An introduction letter.
- A bio.
- An updated photo of you.
- An artist statement.
- Images of previous artworks and installations (a mix of your favorite pieces).
- Information about each piece in your portfolio includes dimensions, date created, materials used, applicable prices, and titles if not clear from images.
- Press coverage: list of media coverage, publication details.
- Exhibitions & Shows: listing of any upcoming exhibitions as well as past or current shows. Include gallery and museum names, dates, locations, and titles if no other name is provided for the exhibition.
- Collaborations: include collaborations you’ve done with brands in terms of branding work or commissions/purchases (i.e., artwork). It’s essential to provide full detail on who commissioned it and what medium was used to create the piece of art.
- Contact information, including your website and social media profiles.
- Business Cards
Introduction Letter
In the introduction letter, include your mission statement and your vision statement. That information will tell the reader what you and your art business offer.
The introduction letter should also include a table of contents that briefly describes what is inside. The introduction will make it easier for your reader to find the information they want.
Include all contact information and the best time to reach out to you.
Biography
When preparing a press kit, remember that its contents should reflect who you are as an artist and provide insight into your artistic process. An essential part of any press kit is the bio because it introduces you and helps explain why someone would want to read up more on your work in detail. It will also help them understand how you became interested in your artistic style and what you’re currently working on. The bio should also tell potential readers about other materials in the press kit to inspire them to read more.
A good bio will answer these questions:
- Where did your interest in art come from?
- What are some recent projects you are working on, and what exhibitions or shows will you be attending?
- What is your art journey? What inspired you to create art, and how did you develop your artistic style?
- What makes your art different than other artists?
- What’s next for you as an artist (new project, upcoming show)?
Recent Photograph
Keep an updated photograph (headshot) of yourself in your kit. You would be surprised how easy it is to forget to update your photo.
Pick a day to update your headshot and write it down on the calendar.
Keeping the same day every year will make it easier for you to stay consistent.
An easy way to remind yourself is to set a recurring reminder on your smartphone.
Artist Statement
Your artist statement is a written summary of your art, artistic style, and mission. An artist statement should be included in the press kit, social media sites like Facebook or Instagram, and blogs and websites to help increase viewership for potential buyers.
Your artist statements should also be updated regularly before an exhibition so you can express exactly what your work means to you right now through this creative outlet that’s important enough for people to view it closely at exhibitions across the country.
Related Resource: Artist Statement Workbook
Art Samples
Include a few images of your best artwork.
The images will show the viewer what style of artwork you create.
If you have difficulty deciding what would be the best to display, ask a few of your friends. Your friends will look at your artwork differently than you will. When you look at your art, you will notice all the little mistakes you do not like. You might not pick some of your best work in other people’s eyes because of some little imperfection you wish was not there.
Your artistic skills will improve yearly, so you will want to keep your artist’s press kit updated with new artwork.
On the same day you change your headshot, you should also update your artwork images.
Press Coverage
What is press coverage, and why is it important?
Press coverage is the free advertising that an artist can get in newspapers, magazines, and websites. It significantly impacts how many visitors your art business website gets because press articles are typically shared around social media sites like Facebook or Twitter, creating more traffic to your site.
What does it take to get press coverage for your art business?
The first thing you need is a good product. You also need to be someone who can sell yourself and what you do well. Artists should have no problem getting press coverage when they have these two things.
The first step is to decide what type of press coverage you want. This includes deciding if your art is a lifestyle or commercial product.
a) If you intend to get more exposure and attract new clients, then the media outlets that are best suited for this would be blogs on Pinterest, Instagram Stories/Posts, and Facebook stories with around 350k followers each.
b) On the other hand, if you’re looking to establish an online presence to increase awareness among potential audiences who may already know about you but don’t follow you yet (e.g., people who will buy from local galleries), then it’s better to go after magazine features and blog mentions instead of social media posts because these types of platforms have larger audiences.
c) It’s also important to note that if your artwork is a hobby and not intended for making money, then this strategy might work better for you because it won’t take up too much of your time while still getting the word out about what you do in an artistic capacity.
The best social media platforms to promote art are Facebook (350k followers), Instagram Stories/Posts, and Pinterest blogs (500k followers). – Magazine features or blog mentions will be more beneficial than just going after social media posts because they have larger audiences. o Hobbyists may find success with either type of content.
Facebook now allows clickable cover images to drive more traffic to your website.
Video
Videos are becoming more and more popular nowadays. It is an excellent way for someone to hear your story while seeing how you communicate your message.
You can not achieve that in writing alone.
The video only needs to be a couple of minutes long, touching on your business’s story’s key points.
You do not need to spend much money on a video. Smart Phones have great video cameras and audio nowadays. That is all you will need to make a great video you can add to your kit.
Contact Information
You added your contact information to your intro letter, but you should also include a contact page for your kit’s end.
Include every way a person can contact you and when you are available.
Artist Business Cards
Your business cards help to brand your business. Your business cards should include your logo, name, contact information, and artist’s website.
Place a few business cards and a brochure inside the kit.
Update Your Artist Press Kit
The material in your artist media kit will change as your business grows. If you are starting, you should still have a press kit; you will want to keep it up to date by adding relevant material as it happens.
A good plan is to update your kit once a year. Find a time you can put this task on your calendar every year.
It is important only to add your best material to your press kit.
Respect your reader’s time. If your press kit is filled with useless information, you will lose your reader’s interest.
A good strategy is to give just enough valuable information so the reader will want to learn more about you.
What Is An Electronic Press Kit
Artists often use these to market themselves and help them sell more art online. They can be posted on social media sites such as Facebook, Twitter, and Instagram or in blog posts highlighting the artist’s work.
What should you include in an EPK?
Include in your EPK a biography of their background, images of their artwork (high-res photos), and contact information for journalists and galleries interested in writing about the artists’ work – all contained within one document to make it easily accessible.
How do I create an EPK?
You can either design your own from scratch using office software like Microsoft Word or download templates from various websites, including Google Docs. The Content Marketing Institute has compiled some great resources with step-by-step tutorials on putting together an EPK.
Final Thoughts About Starting An Artist Press Kit
Take your art business to the next level, finish your kit, and have it available online.
Here is an example of an artist’s press kit:
David Leaser
David showcases his kit on his website, making it easy for anyone to view who is interested in doing business with him.
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