Task 1: Electronic Press Kit
Task 2: Supporting Commentary
Purpose and Reasoning Behind My EPK
As an independent artist navigating the R&B and neo-soul scene, I created my Electronic Press Kit (EPK) to act as a professional portfolio, a promotional tool, and a centralised hub that introduces me—KYLUSA, a 20-year-old singer-songwriter from East London—to music industry professionals. According to Passman (2019), an EPK is essential for any artist seeking to engage with labels, venues, press outlets, or festival organisers. It allows me to present myself as more than just a musician—I am a brand, a storyteller, and a collaborator. The EPK gives me control over how I am perceived, which is crucial in a highly competitive and image-conscious industry.
The primary reason for developing the EPK was to make a lasting impression on booking agents and press contacts. As much as social media gives a glimpse into my personality and process, the EPK offers a curated, structured, and polished presentation of my work that reflects the professional quality I bring to each project. It also serves as a resource for future collaborators, allowing them to assess my sound, style, and values before reaching out.
Structure and Suitability for Intended Audience
The structure of my EPK is designed to suit the needs of music professionals who often lack free time and are visually driven. It begins with a clear, concise bio that introduces me, my genre, and my artistic ethos. This is followed by promotional photographs and links to my social media platforms.
According to the BBC Music Introducing guidelines (2021), music professionals value simplicity, clarity, and instant access to key assets. Keeping that in mind, I used visual hierarchy and minimal text to allow quick scanning of information. The EPK is mobile-optimised, knowing that many industry stakeholders view materials on the go.
Content Reflection and Future Development
While the current EPK represents where I am now, I also see it as a dynamic portfolio that will evolve. Right now, it includes press-ready photos, an artist statement, and social media info in which consists of all the music content I put out for my growin audience. However, I know there are elements that will need to grow alongside my career—recent releases, press reviews, gig posters, and additional multimedia content are all on my roadmap.
I plan to add more live content as I perform at venues across London, and I am working toward collaborations that will enrich my portfolio further. I recognise the importance of these elements not just for visual and promotional impact, but also as indicators of my trajectory and development as an artist. My intention is to keep the EPK relevant and reflective of my growth.
Branding, Image, and Ethos Decisions
Every decision about the design and tone of my EPK has been deliberate and aligned with my core identity as an artist. Purple and pink tones dominate the design, evoking a dreamy, emotive, and slightly sensual atmosphere—hallmarks of neo-soul and contemporary R&B. These hues also hint at introspection and individuality. This is consistent with what McLeod (2016) refers to as “aesthetic coherence,” where visual branding complements sonic identity to form a unified impression.
As a queer artist, I’ve also made sure my imagery is fluid and inclusive, avoiding binary fashion cues or overly gendered visuals. I want every element of my EPK to signal who I am: authentic, soul-driven, and rooted in emotional storytelling.
My ethos is simple—create music that heals and resonates. I’ve avoided over-commercialisation in my imagery because I want to lead with emotion, not spectacle. This decision stems from research into fan relationships with authenticity in music branding (Baym, 2018), which shows that audiences, especially within R&B and soul, value honesty over gloss.
Instagram vs. EPK: Digital Relevance Debate
Instagram is undeniably a powerful tool—it connects me directly to listeners, gives daily insight into my creative journey, and allows me to build a community. However, it’s limited in how it communicates professionalism. An EPK offers depth, structure, and curation in ways that social media platforms cannot.
Instagram is informal and fleeting, prioritising visibility over clarity. My EPK, by contrast, is evergreen. It can be shared directly with labels or press, is free of algorithmic constraints, and frames me as a professional rather than just another voice in the feed. As observed by Moore (2022), artists using a combination of digital platforms—including dedicated press kits—position themselves more effectively within both grassroots and commercial networks.
Market Research and Industry Fit
My audience consists mainly of 18–30-year-olds who are emotionally invested in music that reflects real-life experiences, identity, and healing. They are drawn to artists who blend vulnerability with sonic depth, similar to artists like Cleo Sol, H.E.R., or Daniel Caesar. My EPK fits this genre and demographic by showcasing music that is soulful, lyrically rich, and rooted in R&B/neo-soul tradition.
In terms of industry norms, I researched several EPKs through label and artist websites. I found that the best EPKs—those of independent artists like Arlo Parks or Jordan Rakei—were concise, highly visual, and updated regularly. I appreciated their balance of artistry and clarity. What I disliked were EPKs overloaded with jargon or outdated content, which made them feel neglected or out of touch.
I see myself fitting into the newer wave of UK R&B artists who are reclaiming intimacy and vulnerability as strengths. My EPK reflects this through its tone, content, and simplicity.
Financial and Legal Considerations
Developing an EPK comes with real-world costs, but I view these as long-term investments into my career. High-quality photography for the press kit cost approximately £200, while basic graphic design and layout support added another £150. Hosting and domain fees cost around £50 annually. I opted to use platforms like Wix initially, but I intend to upgrade to a custom domain when financially viable.
From a revenue perspective, the EPK is more than a marketing tool—it’s a means of generating income. A professional EPK increases the likelihood of booking paid gigs, securing festival slots, and being featured in monetised press placements. By presenting myself as a reliable, polished artist, I make it easier for industry professionals to invest in me.
Legally, I’ve taken steps to protect my intellectual property. I’ve ensured that my photos and artwork are either self-produced or licensed appropriately. I also hold the Instagram and website handles under my artist name “Kylusa,” and am considering a trademark to safeguard future merchandise or brand extensions. According to the Intellectual Property Office (IPO), early registration of names and marks can prevent costly disputes and secure an artist’s long-term brand (IPO, 2020).
Evidence of Group Work and Evaluation
As part of our assignment development, my group and I began by going around and sharing our individual ideas and plans for our EPKs. I explained that I am creating an Electronic Press Kit (EPK) as an R&B/neo-soul artist from East London, focusing on emotionally honest songwriting and a stripped-back, soulful aesthetic. I outlined that my intended audience includes young adults aged 18–30 who are drawn to introspective, heartfelt music and artists who prioritise authenticity and emotion in their work.
Each member of the group also shared their genre focus and the target audience for their EPKs, which helped spark a wide-ranging discussion about different stylistic approaches. One member, working within alternative rock, recommended I look into artists like Cleo Sol and Jorja Smith, who have successfully built brands within the UK soul scene. These references helped shape part of my market research and affirmed that my artistic direction is aligned with a growing niche in the British music landscape.
We also shared early drafts of our artist bios and elevator pitches. I shared my initial artist bio, which highlighted my East London roots and my journey as a 20-year-old non-binary singer-songwriter. The group gave constructive feedback, suggesting I include more specific examples of musical experiences, like backing vocals and previous collaborations. This advice helped me realise the importance of showcasing both creative output and professional experience in a concise yet engaging way.
During the discussion, I also raised a question about whether I should focus more on a commercial or artistic image within my EPK. Some members encouraged me to lean into my authentic style, reminding me that R&B/neo-soul thrives on sincerity and vulnerability. Others pointed out how artists like H.E.R. balance a mysterious, emotionally rich brand while still being commercially successful. This led me to consider how to visually communicate my ethos—choosing an aesthetic that reflects both professionalism and emotional depth.
We then collectively started researching existing EPKs and business plans from emerging and established artists. I was particularly drawn to Arlo Parks’ EPK, which was minimalistic but emotionally powerful, blending poetry, visuals, and music in a way that felt deeply personal yet highly professional. From this, I decided to refine my own EPK to include more visual cohesion and a stronger narrative voice.
The group session also led to the development of an action plan. I realised I needed to work on creating stronger visual content (photography and video), update my social media links to align with my branding, and strengthen my press release to better capture my unique artistic story.
This process supported both my personal and professional development. It helped me understand how to present myself more clearly in a commercial context and how collaboration can lead to sharper, more intentional decisions. Moving forward, I want to improve my ability to give constructive feedback to others and become more confident in pitching my work.
Conclusion
Creating this EPK has helped me clarify my brand, showcase my work, and communicate effectively with the industry. It’s more than just a digital résumé—it’s a reflection of who I am, what I stand for, and where I’m heading.
By carefully curating content, investing in assets, and aligning my branding with my identity, I’ve created a tool that supports both my artistic journey and professional ambitions. And while it’s still evolving, it already plays a vital role in how I connect with audiences, bookers, and collaborators alike.
References
Passman, D. S. (2019). All You Need to Know About the Music Business. Simon & Schuster.
Baym, N. (2018). Playing to the Crowd: Musicians, Audiences, and the Intimate Work of Connection. NYU Press.
BBC Music Introducing. (2021). “How to Build Your EPK.” [Online]
IPO. (2020). Guide to Intellectual Property Rights for Creatives.
McLeod, K. (2016). Genres, Identity and Branding in Popular Music.
Moore, A. (2022). “Digital Platforms and the Independent Artist Economy.” Music Business Journal.
