What is a Press Pack?

A press pack (also called a press kit or press assets) is a collection of approved photos, biographies, logos, press releases and media links that helps journalists and promoters cover an artist or event. Online versions are often called an EPK (electronic press kit).

How press packs are used

Press assets move between artists, events and media:

  1. Created: the artist's team or event's press office gathers approved images, text and links.
  2. Shared with promoters: artists send assets to promoters and festivals for listings, posters and social posts.
  3. Shared with media: press offices send packs to journalists ahead of announcements and reviews.
  4. Kept up to date: the pack is refreshed with new photos, releases and press quotes.

Festivals collecting assets from every act on the bill need them in one place. Many collect them with each act's details through advances in Crescat.

Press pack vs press release

A press release is a single news announcement, such as a tour or line-up. A press pack is the full set of supporting material, which usually includes the latest press releases alongside photos, biographies and logos. Journalists usually want both: the release for the story and the pack for images and background.

What to include in a press pack

  • High-resolution photos in landscape and portrait, with photo credits
  • Short and long biographies
  • Logos and artwork
  • Latest press releases and news
  • Links to music, videos and social channels
  • Press quotes and contact details for press and booking

Frequently asked questions

What is an EPK?

An EPK, or electronic press kit, is an online press pack, usually a web page or shared folder. It's easier to update than a printed pack and lets journalists download what they need.

What image sizes should a press pack include?

Include high-resolution files suitable for print, usually at least 3000 pixels on the long edge, plus smaller web versions. Provide both landscape and portrait shots so they fit different layouts.

Who needs a press pack?

Artists, festivals, venues and event organisers all benefit from one. Anyone who wants listings, reviews or media coverage should make it easy for others to find approved material. A clear, current pack also saves the team from answering the same requests repeatedly.

Related terms