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You don’t make excuses for your music. Don’t make them for your pics.
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Many bands talk themselves out of the expense of professional shots using rationalizations like “I have a digital camera and my girlfriend takes pretty good shots” or “I’m creative and I can kinda get around Photoshop” and on and on. Good quality, imaginative promo pics that capture the attention and imagination of the “non-musicians” that influence where your band’s image will be displayed (anything from print publications, blogs, marketing promotional materials, etc.) can mean the difference between unexpected exposure in a variety of media or brand limbo.
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Clear focus on a good digital camera does not equate to a “good quality” pic. Unless you are a professional Senior Graphic Designer or better, your Photoshop skills will pale in comparison to the experienced designer at the other end of this chain who will be the person responsible, in many cases, for how your image is used or deciding if it is good enough to be used at all. Don’t litter your image with canned effects or text. The designer will be able to call out the name of the canned filter you used by name, laugh at you and skip to the next band.
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Your music can open a door and your pic can just as quickly close it. The convergence of media makes this part of your package as important as your music and deserves the same reverence to advance your band to the next stage.
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What DOES make a good promo shot?
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1) Give people something to remember by making them think.
Four guys against a brick wall or on railroad tracks will turn my brain to mush faster than Algebra. Don’t be afraid to invoke a “WTF” reaction. Take chances on backgrounds, poses, sets, scenarios, perspective, lighting, composition or any combination thereof. Don’t know what some of this means? Your photographer will.
The Car is On Fire
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2) Pick the right photographer
We’re not talking about the guy that does portraits at Kmart. Or maybe we are? Maybe getting promo shots that look like the movie poster for “The 40 Year Old Virgin” is EXACTLY the kind of shot that captures the playfulness of your music. That would certainly make me say WTF?! Seek out photographers that work on your local music publications or that are known for taking amazing live shots. You can even look for photographers that have nothing to do with music (there is amazing talent associated with Ad agencies, small and large, that still need to make their bread and butter – be the butter!). The bottom line is they will have an understanding of lighting, perspective, expression and an arsenal of lenses and experience at their disposal. You should expect to pay anywhere from $200-$400. Stop cringing – you NEED this or suffer “the wall”!
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3) Learn about file formats
A Low-Res image for web use is 72 dpi (dots per inch) RGB (Red, Green Blue) and can be in formats such as .GIF, .JPG and .PNG, which are the most commonly used. If you intend for images to be used in print media a 72 dpi image WILL NOT WORK.
A High-Res image is for print use, as well as detailed digital manipulation. This would be a 300 dpi file. RGB for web and CMYK for print (Cyan, Magenta, Yellow and Key Black ) and can be .JPG, .TIFF, or .EPS formats. In a digital environment, such as your EPK, this image will seem HUGE on the screen. That is absolutely fine. It’s supposed to.
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THE MOST SUCCESSFUL EPK’s ON SONICBIDS HAVE AT LEAST 1 TRUE, HIGH-RES PIC AVAILABLE.
This means you must upload the 300 dpi formatted image and check “Hi-Res” check box in EDIT MY EPK. We’ll do the rest.
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4) Understand what works best and why
As cool as a blurry, motion shot from a live show may seem, it’s unusable in most situations. Shots of gear or toys or your dog are also virtually useless. I know there are bands that feel like this can be an expression of creativity. Save it for your CD art. For the purposes of your EPK and getting the attention of the promoters and press, a clear shot featuring unobstructed faces will win every time. One of the oldest cornerstones of marketing is “people relate to faces”. A face covered by your rad indie “do” will only create a barrier between you and the person viewing the pic.
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The bottom line… an interesting, creative, clear, quality photo can drive people to listen to your music or simply inspire them to use it in a context you haven’t thought of that will drive awareness of your band you didn’t imagine was possible. Trust web producers, editors and art directors, who have worked for years honing their craft, to do what they’re good at. Just give them the awesome content and help them help you. It’s what they are there for and that is your good fortune.
