EPK & Promotional Production

What Is an Electronic Press Kit?

An Electronic Press Kit — EPK — is the core promotional document an artist or their management uses to introduce them to industry decision-makers. Booking agents, festival programmers, media, radio promoters, and venue managers all use the EPK as their primary reference before agreeing to work with an artist.

In the early 2000s, an EPK was typically a DVD or physical folder with press materials. Today it's a combination of video content, high-resolution photography, a biography, links to recorded music, and press quotes — usually delivered via a dedicated webpage, a streaming link, or a PDF with embedded media.

The video component of an EPK is what we specialise in. A well-produced EPK video conveys an artist's stage presence, personality, and professional polish in three to five minutes — giving industry contacts a clear picture of who they're potentially booking or working with before any in-person meeting takes place.

Components of an Effective EPK Production

EPK Production for Australian Artists

171 Entertainment produced EPK content across the full spectrum of Australian music — country, pop, contemporary, and crossover genres. Our EPK work has been used to secure festival slots, touring support arrangements, television appearances, and record label interest.

The artists we've produced EPK content for include established names and emerging artists at various stages of their careers. EPK requirements differ significantly depending on whether an artist is pitching to a regional club circuit, a national touring promoter, or an international market.

EPK for Emerging Artists

An emerging artist's EPK has one primary job: demonstrate professionalism and potential in the absence of an extensive track record. The production must compensate for what the artist hasn't yet achieved by presenting what they currently are as compellingly as possible.

Key elements for an emerging artist EPK include a sharp, well-lit artist interview, strong live footage (even from a smaller venue), and at minimum one high-quality music video. The overall production values must be consistent — a mix of professional and amateur content reads as disorganised and undermines the artist's credibility.

EPK for Established Artists

For artists with an established career, the EPK becomes a curated greatest hits package — highlighting the most impressive career moments, media placements, touring history, and award recognition. The challenge here is selection rather than creation: choosing what to feature from a larger body of work.

We've worked with artists like Adam Brand and The McClymonts on promotional content at this career stage — productions that support ongoing industry relationships rather than introduce the artist for the first time.

Promotional Content Beyond the EPK

Promotional video production extends beyond the formal EPK into a range of content types that support an artist's ongoing public presence:

• Single launch clips — short-form promotional content for new release campaigns, optimised for social media distribution
• Tour announcement videos — promotional pieces used to generate ticket sales and media coverage for upcoming tours
• Award show content — promotional materials produced in support of award nominations and campaigns
• Label pitch reels — targeted content packages created specifically for record label submissions
• Booking agent packages — video content tailored to the requirements of specific booking agencies or promoters
• Media interview packaging — edited content produced from media interview sessions for use across multiple platforms

The common thread across all promotional content is intentionality. Every second of an EPK or promotional video is competing for the attention of someone who reviews this type of content constantly. Productions that don't make a clear case for the artist within the first thirty seconds lose the viewer.

Technical Delivery Requirements

EPK and promotional content must meet different technical specifications depending on where it's being used. Broadcast submission, streaming platform upload, social media, and email delivery all have different file format, bitrate, and resolution requirements.

171 Entertainment delivers finished EPK content in formats suited to the artist's immediate distribution needs, with archival-quality master files retained for future re-versioning. As platform requirements change — which they do regularly — having a high-quality master makes adapting the content for new delivery contexts straightforward.

Our visual effects and post-production team handles all delivery formatting and export specifications. For current delivery requirements and platform specifications, see our services page.

Archive Reference

EPK and promotional productions appear throughout our content archive. Related archive collections include:

• Music Videos — core promotional content for all archived artists
• Documentaries — longer-form artist profile content
• Photography — still photography component of promotional packages
• Television — broadcast placements from promotional campaigns

Commission Your EPK

Whether you're an emerging artist building your first professional press kit or an established act refreshing your promotional materials, we can help.

View our portfolio for examples of completed productions