A salesman needs a business card. A job applicant needs a resume. In the same manner, an artist /online music promotion /band needs an artist profile. In music industry circles, artist profiles are called press kits, and now in this digital day and age, an Electronic Press Kit or EPK would always come in handy. An EPK is every musician's business card or resume, and what does it aim to do? The bottom line is to SELL. It is a vital promotional tool that could help sell music online.

If an artist is signed to a online music promotion distribution deal, an EPK is one of the resource materials used by music distribution aggregators to pitch to online music stores such as iTunes, Amazon, among others. For concert and event promoters/organizers, club and show venue booking agents, an artists' EPK could make or break a potential gig or event booking. And for music fans seeking more information about an artist, an EPK could establish that connection that could eventually build-up to a fan base.

What makes for a great EPK?

1. Artist Information
   a. Bio or Profile = a brief yet concise write-up about the artist and his/her music. Include some personal background about your hometown, your childhood, your hobbies, your musical influences, etc., but make sure to tie it up on how these background information affected or shaped you as an artist.

b. Music work experience = if you are an artist who has done gigs in clubs, malls, local events, or even done some audio recordings like compilation albums, EPs, digital tracks, and the like, be sure to include these in your general artist information.

2. Music Listening Station or Samples/Previews/Music Streaming Links
Online EPKs are mostly built-in with facilities to host music files that could be used as listening or preview stations. Take utmost advantage of this facility. This is your chance for your music to be heard. Upload a snippet or even a full version of your song/s. At the end of the day, your music is worth more than a thousand words.

In line with this, music streaming links are often positioned along with "buy" or "share" links. In a music distribution standpoint, these 'buy' links give your audiences direct access to where they can buy or download your music. Once a listener likes what they hear, you should be feeding their impulse to buy. In the same manner, 'share' links are of equal importance. Statistics have shown that peer recommendation also propels a fan's buying instincts.

3. Photos

It's a blatant reality that music sells partly because of imaging. With the dawn of the MTV, fans are always curious and eager to see how an artist looks like. Photos also serve a professional purpose of providing news write-ups, album reviews, blog features, and the like, an accompanying image of the artist.

4. Press Section or Links

Perhaps at one point or another you have been written about by a music blogger, or a music site reviewed your album or song. It is best to provide a link to the site where the write-up was published, and/or place a quote or a section of the article where the writer put in a good word about you and your music.

5. Gig Sked/Calendar of Events

It has been said that one gig leads to another. Keep your fans updated where, when, and what time they can catch your live shows. Also keeping a reference of your previous gigs show potential promoters and booking agents that you are an experienced and bankable live performer.

From here you can connect the dots that EPKs facilitate for music distribution in online music stores, establish partnerships with event and show venue organizers for booking and gigs, and enrich a music fan's experience in connecting with the artist and his music. All these touch points are avenues to complement your music distribution channel to monetize or sell music online for you. Your music distribution partner could also help you put together an effective EPK that reflect your objectives and translate to  online.