A Thin Line (Between Pro & Show)
by Kenny Love

At some point in time, you have probably heard the adage, 
"Less is More."  What this term generally refers to is the 
idea of a few elements having a more powerful impact, as 
opposed to an over saturation of elements for the same 
desired effect.  In other words, "overkill."


We will apply this adage to the music industry and what 
works best in regard to press kits created to obtain 
successful results…with those results being radio airplay, 
press coverage and distribution.


Through having worked for some time in the music industry, 
I have witnessed a gamut of differing quality in the "press 
kit"…from the press kit that appeared to have been 
assembled via the "origami" process with much less 
attractive results, to the press kit that seemingly only Bill 
Gates could afford to assemble.


And, after having seen such a "variety," my conclusion is 
that while a "trashed-out" appearance will likely earn a 
package a speedy trip to File 13, a glitzy kit without the main 
ingredient (the recording) will not get an artist much farther 
down the hallway to the radio station Program Director's office 
either.  So, the ideal is to establish common ground 
somewhere between these two negative and positive 
extremes.


If a press kit comes to radio personnel (music directors and 
disk jockeys) "packed to the hilt," they will normally chuck 
the entire thing.  Their reasoning is that they simply do not 
have the time or personnel to sift through tons of information, 
much of it often duplicated unnecessarily.


Likewise, print media, or press contacts, will dispose of it 
just as quickly and in much the same manner if it appears 
that too much "glitz" has been incorporated in a "hypey" 
fashion so as to detract attention from the product (again, the 
recording).  They often believe that such unwarranted visual 
gloss is an attempt to compensate for inferior  product.


In today's music industry, as with other industries, press kits 
should be streamlined somewhat and compacted in terms of 
paper bulk.  And, yes…there is an art to affecting this in 
order to successfully achieve the desired results of radio 
airplay, video airplay, press coverage, or even distribution.


Radio personnel are, primarily, concerned with the sound 
quality of the recording and its format, along with a bit of 
biographical information on the recording and the artist (in 
your cover letter, do not hesitate to inform them that you 
would like for them to consider "adding" your lead single to 
their regular rotation play list).


If you've also received a strong, favorable review from a 
recognized trade or major consumer publication, you should 
also include it as well.  But, above all, radio wants to be 
assured that if they do decide to air your recording, it is 
readily available at retail stores for their listeners.


Print media personnel also want "just the facts" with some 
additives allowed.  They seek compelling details about you 
and your recording of which they can cultivate an interesting 
story for their readership.  Thus, you will need to provide them 
with a news release, bio, and other supporting background 
materials.  If you can accomplish this, the chance is great 
that they will choose to grant you an interview or review.


But again, as with radio personnel, do not assume that the 
most unique story will even begin to stand up if the recording 
is below par, or not deemed by the reporter, writer, or reviewer 
to be of competent quality in terms of artistry and production.  
If so, you may simply have not only wasted your time and 
money, but the media source's as well.  Ultimately, you could, 
lose a future needed resource forever.


So, in order to save any future grief through rejection, learn 
what you must do (and what you must NOT do) professionally 
in all aspects, and at every stage.  In order to realize your 
desired success, remember…it's a thin line between pro and 
"show," so don't break it.  The business of music is an area 
where often less is more…more or less.

__________________________________________________


Editor's Note:  Kenny Love is President/CEO of Sachja 
Productions, a combined national radio promotion and press 
publicity firm.  Sachja Productions accepts unsolicited 
recordings (compact disc only) in all music genres for review 
and consideration.  Contact the organization at P. O. Box 
701231, Dallas, Texas  75370.  You can also telephone the 
company at (972)390-0529, Fax to (209)755-8329, or Email 
them at sachja@yahoo.com.  Likewise, you can 
receive complete automated information on the company by 
sending an Email request to sachjainfo@smartbotpro.net.