Supporting Commentary for Adorn – Electronic Press Kit

Introduction & Purpose

The purpose of my Electronic Press Kit (EPK) is to introduce my work as an emerging EDM producer and to communicate my brand identity to key audiences. In the current landscape of electronic music, particularly within the EDM and its sub-genres, it is vital to have a centralised, professional portfolio that reflects not only the sound of the artist but also their aesthetic, personality, and readiness for industry engagement.

The EPK acts as a curated point of reference for three main groups:

1. Record Labels – These are potential partners who can offer distribution, marketing reach, and professional credibility.
2. Fellow Artists and Collaborators – EDM thrives on collaboration, and networking within the scene is crucial for creative growth and exposure.
3. The Public/Fans – While less industry-focused, fans are the long-term foundation of any artist’s career. They seek connection, authenticity, and a consistent artistic identity.

As a UK bassline artist working under the name Adorn, my primary goals are to attract label interest to promote streaming revenue, build a recognisable image, and eventually position myself for live bookings at clubs and festivals – the two main income streams for bassline producers. The EPK serves as a visual and sonic introduction to my world, giving recipients immediate access to my debut single, professional imagery, artist biography, and direct contact links.

Artistic Approach

I create bassline music with heavy UK and Sheffield influence, characterised by sub-heavy grooves, 4 to the floor kick patterns, and a strong dancefloor orientation. My sound draws from the heritage of Sheffield’s underground bassline scene – a movement that peaked in the 2000s, known for transforming pop and R&B vocals into gritty, bass-driven remixes designed to make the dancefloor move.

This scene had a rebellious energy, thriving in clubs like Niche, which became synonymous with the genre. Although bassline’s commercial popularity dipped in the 2010s, a resurgence is now underway, led by artists such as Burgaboy, Chad Harrison, and Denon Reed. My work is situated within this resurgence, combining old-school bassline nostalgia with the production polish and loudness standards expected of modern EDM releases.

Like You, my debut single, is firmly rooted in this tradition yet personalised with my own creative approach. The track incorporates a memorable vocal line with driving low-end energy, while still being carried by melodic elements that lift the experience into something that could be released commercially. This balance between raw bass power and melodic transcendence is at the core of my artistic identity.

The choice of the name Adorn reflects my intent to embellish and transform the existing genre traditions. The word itself suggests decoration and enhancement – much like my approach to bassline, where I take an established formula and elevate it through sound design, arrangement, and production quality.

Commercial Positioning & Brand Strategy

From the outset, I have aimed for my EPK to position me as both authentic to the bassline scene and forward-thinking in my presentation. Unlike some EDM press materials that feel formulaic or overly commercial, mine incorporates a grunge-inspired visual identity. This choice links back to the underground roots of the genre while still feeling contemporary through a digital aesthetic.

The visual tone of the EPK is dark, moody, and deliberately raw in parts – in attempts to match the emotional weight and overall vibe of my music. Yet, I have ensured it is clean and functional enough to appeal to industry professionals. All links are interactive, directing viewers to my social media platforms, SoundCloud, and business contact information.

My short-term commercial strategy is to focus on consistent single releases; each serving to reinforce my brand identity and keep me relevant in the algorithm-driven music economy. The long-term goal is to gain recognition from established bassline labels such as Cru2 and CruCast – labels that already dominate the subgenre’s release pipeline and booking networks. This would provide access to larger stages, festival circuits, and high-profile collaborations.

Content & Creative Choices

Choosing Like You as my debut release was a strategic and creative decision. From a strategic perspective, it sits comfortably within the bassline subgenre and appeals to its established audience. From a creative standpoint, it represents one of my strongest works to date – one that received consistent positive feedback from peers and collaborators.

The promotional photography was an important aspect of the Press Kit. Two key image types were selected:

• Motorcycle imagery – This visual motif conveys the high-energy, rebellious culture surrounding bassline and provides a cinematic sense of movement and attitude.
• Direct facial portraits – These are important for brand recognition, allowing audiences to associate my face with my sound, particularly in the early stages of my career.

My biography within the EPK blends conceptual and poetic language with attempts to make clear, professional detail. While industry professionals require facts – such as my location, influences, and background, I also wanted the bio to carry a sense of intrigue and artistry. This helps to distinguish me from generic artist bios that read like CVs rather than presenting my creativity and potential.

The design of the Electronic Press Kit prioritises clarity and speed of access. In a professional context, decision-makers often scan rather than read in depth, so my aim was to make it immediately apparent who I am, what I sound like, and how to contact me.

Marketing Integration
To establish an initial presence for my brand, I created official accounts on key social media platforms such as Instagram, TikTok, and SoundCloud. This ensures that the branding elements developed earlier — including my artist name, logo, and visual style — can be consistently presented across all platforms from the outset. While these accounts are still in their early stages and have not yet been actively used for posting content or running campaigns, having them reserved and branded lays the groundwork for future marketing activity. This also prevents potential brand confusion or impersonation by securing my handle names in advance. The next stage will involve developing a content strategy, experimenting with posting schedules, and analysing mine and the overall infrastructure of engagement metrics to refine how I connect with my target audience.

Research & Industry Awareness

While designing my EPK, I studied several examples from established EDM artists. Skrillex’s EPK, for example, is minimal and almost purely functional. This is likely due to his already established reputation and the support of a major label. By contrast, an emerging artist like myself needs an EPK that actively “sells” me to the industry.

I positioned my design between the highly polished, brand-heavy approach seen in commercial pop EDM and the raw, underground aesthetic typical of bassline culture. This allows me to meet professional standards without appearing overly corporate, which could alienate the niche audience I am targeting.

I also researched current promotional trends in bassline and EDM marketing. One key finding was that visual branding is becoming as important as sonic branding, particularly in the social media era. An artist’s logo, colour scheme, and photography can have as much impact on their perceived professionalism as the music itself. This informed my decision to work with high-quality imagery and a consistent visual tone throughout the sources that required branding.

Additionally, I have maintained awareness of the fundamental financial and legal considerations relevant to my work. I hold the copyright to my debut single “Like You,” ensuring control over its distribution and use. I am mindful of the licensing agreements required when collaborating or remixing with other artists, understanding the importance of clear rights management to protect my intellectual property. Furthermore, I am exploring royalty collection mechanisms through performing rights organisations and digital distribution platforms to secure revenue streams from my music. This foundational knowledge ensures my EPK reflects not only my artistic vision but also my professionalism and preparedness to navigate the business side of the creative industries.

Technical Production Notes

I believe the strongest elements of my EPK are its visual design and the inclusion of interactive links, which make it practical and appealing for both press and potential collaborators. However, I recognise the need for future development, particularly in increasing the volume of media content such as high-quality photos, video snippets, and additional tracks.

This technical precision supports the EPK’s promise – if the EPK says I’m a professional producer; the track itself must prove it.

Evaluation & Future Development

I believe the strongest elements of my EPK are its visual design, interactive functionality, and the integration of music and branding. It feels representative of both my sound and my personality, which is important for authenticity.

Areas for future development include:

• Increasing the number of professional photos to give press and promoters more options.
• Incorporating short video clips into the EPK to create a more dynamic, interactive experience.
• Adding additional tracks as my catalogue grows, so that industry professionals can get a broader sense of my style and consistency.

I also intend to revisit the design periodically to ensure it evolves with my sound and aligns with changes in my branding. Within the realm of EDM and its tightly knit sub-genres with dedicated fanbases, consistency often carries more weight than it does in many other genres—serving as a key factor in building loyalty and sustaining momentum.

Group Work & Collaboration

Although the EPK production is itself a personal project, collaboration was key in bringing it to life. I sought feedback from course peers on the design and overall presentation, as well as specific input on track selection. My sister, a graphic designer, provided valuable creative guidance in refining the layout, colour palette, and typography: as well as beneficial guidance in designing my logo.

During the photography stage, I borrowed a motorcycle as a central prop to help convey the mood and atmosphere I wanted. The shoot involved a lot of experimentation with lighting, angles, and poses to balance authenticity with visual impact. These collaborative elements not only improved the final product but also helped me align myself into the future best course of action.

Additionally, through the Working in the Creative Industries (WITCI) seminars, I gained crucial insight into copyright laws and intellectual property rights. These lessons emphasized the importance of securing proper permissions and understanding ownership when using samples, collaborations, and visual materials. This knowledge has informed how I approach the creation and distribution of my music and promotional content, ensuring that my work remains legally sound and ethically responsible as I develop my career.

Conclusion
In summary, this Electronic Press Kit represents a professional and strategic introduction to my work as an emerging EDM artist within the UK bassline scene. It combines a carefully crafted visual identity, thoughtfully chosen music, and clear communication tailored to industry professionals, collaborators, and fans alike. While there is always room for growth, this EPK lays a strong foundation for my brand and creative career. Moving forward, I am committed to expanding my catalogue, enhancing the multimedia content within my press materials, and deepening my engagement with the music community. This ongoing development will ensure my work remains relevant and competitive in a rapidly evolving industry