Album press kit and asset preparation Checklist

Album press kit and asset preparation

Updated 12 March 2026

An album press kit is your campaign's foundation. Every asset — from bio to one-sheet to embargoed audio — must be accurate, on-brand, and delivered on time. Journalists, playlist curators, and broadcasters will work from these materials, so gaps or errors ripple through your entire campaign.

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Written Assets

Artist biography (long and short versions)
Critical
Write a 150–200 word short bio for quick embeddings and a 400–600 word long bio with full career context, releases, and recent achievements. Both should answer 'why this artist matters now' and avoid cliché language like 'edgy' or 'genre-defying' without proof.
Album one-sheet
Critical
Single A4 visual summary with artwork, release date, key quotes, three–five bullet points on the album's story or concept, and streaming/purchase links. Design for email legibility and print clarity; keep it under 150 words of body text.
Press release
Critical
300–400 words announcing the release with the artist's angle, label quotes, and a clear news peg (debut, comeback, collaboration, sonic shift). Write for the first paragraph to stand alone; journalists may cut from the bottom.
Track-by-track notes
100–150 words per track explaining inspiration, production choices, and standout moments. This helps journalists understand context and find potential interview angles without you needing to brief every outlet individually.
Album concept or narrative statement
If the album has a conceptual thread, thematic arc, or narrative, write a 200–300 word explainer. This prevents journalists from misinterpreting the work and gives them a strong talking point for features.

Visual Assets

Album artwork (high and low resolution)
Critical
Supply artwork at minimum 3000×3000px RGB in both .jpg and .png formats. Include a separate 300dpi print-ready file. Confirm colour accuracy and that text or small details remain legible when scaled down to thumbnail size.
Artist photography (at least three variations)
Critical
Provide multiple headshots and full-body shots in varied settings and moods — suitable for everything from magazine pulls to social media tiles. Use high-resolution uncompressed files (minimum 2000×2000px) and supply both colour and black-and-white versions.
Album session or studio photography
Behind-the-scenes images from recording or the creative process add dimension to press coverage. Supply at least ten high-resolution images that show the artist in context, not just posing.
Press kit template or visual identity guide
Provide journalists with a simple one-page guide showing approved colours, logo usage, and the approved short artist name. This ensures consistency across all coverage and prevents accidental brand dilution.
Artwork in multiple formats for different platforms
Create square (1:1), vertical (9:16), and landscape (16:9) versions of key artwork and promotional images. Different platforms require different aspect ratios; having these ready prevents rushed resizing.

Audio and Video Assets

Embargoed full album audio (private link)
Critical
Upload the complete album to a secure server (Dropbox, Google Drive, or a password-protected streaming link) with a clear embargo date and time. Do not rely on Spotify or Apple Music; provide professional-quality files journalists can quote and review before release.
Lossless and compressed audio formats
Critical
Supply WAV or FLAC files (lossless) for serious listeners and journalists, plus high-bitrate MP3s (320kbps) for convenience. Label each file clearly with track number and title to avoid confusion.
Music video or lyric video (if available)
Include embargoed links to any video content with the same embargo terms as audio. Provide both the YouTube link and a high-resolution download for outlets that prefer not to embed.
Audio stems or instrumental versions
If the artist or label has instrumentals or stems, include them. Radio stations and podcasters often want to use elements independently; having these ready opens additional doors.
Promotional audio clips or sound bites
Prepare fifteen to thirty-second clips from standout moments (choruses, unique production, notable lyrics) for use in online ads, social media, and broadcaster promos. Label clearly with track and timestamp.
Metadata consistency check
Critical
Verify that ID3 tags, artwork embedded in files, and filenames all match the final master versions. Mismatched metadata causes confusion and can delay coverage if a journalist's player displays incorrect information.

Quotes and Artist Information

Artist statement on the album
Critical
Provide a 150–200 word first-person quote from the artist explaining the album's vision, creative direction, or the story behind it. This gives personality to press releases and is often used as a pull quote in print and online features.
Producer, collaborator, and featured artist quotes
If the album involved notable producers or features, gather two to three sentences from each explaining their role or excitement. These quotes add credibility and give music journalists additional angles for interviews.
Label or manager statement
Include a short quote (two sentences) from the label owner, A&R, or manager positioning the album's significance. This is useful for trade press and industry coverage.
Artist contact and availability
Critical
Clearly state how to reach the artist for interview requests, including a preferred contact person (PR, manager, or artist), email, phone, and timezone. Specify if the artist is available for radio, video, or live interview only.
Factual background (previous releases, awards, key milestones)
List the artist's previous albums, EPs, or singles with release years; any awards or nominations; and key career milestones. Journalists use this to contextualize new work and avoid factual errors.

Organisation and Distribution

Press kit folder structure (digital and physical templates)
Critical
Organise all assets in a clearly labelled folder: /Audio, /Photos, /Video, /Written, /Artwork. Use consistent naming (artist_albumtitle_format) so journalists can find what they need instantly. Include a README file listing everything and relevant deadlines.
Embargo terms document
Critical
Create a clear, one-page document stating embargo date and time in both your timezone and GMT. Specify what content is embargoed (audio, reviews, video) and what is not (artist statement, one-sheet). Include your contact's email at the top.
Press kit delivery method and backup links
Critical
Send via multiple channels — email link, secure file share, and/or physical drive for major press. Test all links before sending; broken links cause delays and frustration. Keep backup links active for at least six weeks post-release.
Version control and update log
If you update any asset after initial distribution (corrected bio, new photo, or revised press release), email all recipients with a clear subject line: 'UPDATED: Album Press Kit — [Date]'. Keep a log of what changed and why.
Accessibility and file format options
Include text descriptions for all images, supply PDFs alongside Word documents, and offer audio descriptions for video content where feasible. This isn't just inclusive; it prevents journalists from asking for clarifications.

Quality Control and Final Checks

Spell-check and brand consistency across all written assets
Critical
Proofread every document three times — once for content, once for spelling/grammar, and once for brand voice consistency. Artist name, album title, and key terms should appear identically everywhere; inconsistencies undermine professionalism.
Audio playback testing (multiple devices)
Critical
Play the embargoed album on at least three different devices (laptop, phone, dedicated player) to confirm no audio issues, skips, or sync problems. Test the audio link as if you were a journalist receiving it for the first time.
Image resolution and colour accuracy verification
Critical
Open all images in a professional viewer (not just preview), check file size (ensure they're not compressed), and view on both Mac and PC screens to catch colour shifts. Low-resolution images will be rejected by print publications.
Embargo timing synchronisation
Critical
Double-check that embargo times in all documents, email templates, and secure links match exactly. A mismatch — even by a few hours — can lead to early leaks and coverage going live at the wrong time.
Contact information and social media verification
Critical
Confirm all phone numbers, email addresses, and social media handles are current and monitored. Test email links to ensure they route to the right inbox; test social handles to ensure they're active and branded correctly.
Compliance check (licensing, credits, sample clearance confirmation)
Verify that all samples, features, and production credits are correct in track-by-track notes and metadata. Note any potential sensitivities (controversial samples, explicit content warnings) so journalists and broadcasters aren't blindsided.

A well-prepared press kit saves time, prevents errors, and demonstrates professionalism. Spend the time upfront — you'll benefit every time a journalist or curator reaches for your materials.

Pro tips

1. Write your one-sheet as if a journalist has ninety seconds to grasp the album's story. If your one-sheet requires explanation, you've buried the angle. Lead with why this album matters, not what songs are on it.

2. Never release audio to journalists without a clear, locked embargo. A single broken embargo early in your campaign creates chaos — outlets will publish before your coordinated rollout, and you'll lose momentum across the rest of your campaign.

3. Supply track-by-track notes even if you don't plan to do interviews. Journalists often review alone; good notes answer their questions before they ask, reduce back-and-forth emails, and give critics specific language to use when discussing your artist's work.

4. Version all your digital assets with a release date in the filename (album_presskit_2024_01_15). When you update something and resend, outlets will download the new file rather than using an old version cached on their system.

5. Include a simple PDF checklist in your press kit folder listing every file inside and what each is for. Journalists appreciate clarity, and a checklist prevents the 'I can't find the high-res photo' email at 5 p.m. on deadline.

Frequently asked questions

How long should we keep embargoed audio links active?

Keep all embargoed links live for at least six weeks after the album's release date. Many publications work on longer lead times, and some journalists review after launch to write retrospectives or features. Test links monthly to ensure they haven't expired.

What resolution do we need for print magazine submissions?

Supply images at 300 dpi (dots per inch) in CMYK colour mode for print publications. A typical full-page magazine image needs to be at least 7×10 inches at 300 dpi. Always ask the publication's specific requirements, as they vary.

Should we include a physical press kit as well as a digital one?

Yes, for major print publications and broadcasters, particularly those with physical offices. A USB drive or printed folder with the one-sheet, artwork samples, and contact card shows effort and is harder to lose than a digital link. For most digital-first press, a well-organised digital kit is sufficient.

How do we prevent embargo breaches when multiple outlets have access?

Use a secure, traceable method like a private Spotify link with view-only access or a password-protected server that logs downloads. Send embargo instructions in the email body and as a separate document. Follow up the day before the embargo lifts to remind key contacts and offer quotes or interview slots.

What should we do if we discover an error in the press kit after sending it out?

Email all recipients immediately with a clear subject line: 'CORRECTED: Album Press Kit' and explain the change briefly. Reupload the corrected file and include a note in the email saying what was updated. Most journalists will use the corrected version without fuss.

Related resources

Album announcement and cover reveal strategy: A Practical Guide

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Album campaign reporting Templates

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Album interview and feature pitch strategy: A Practical Guide

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