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New Frontiers Open for Paperless PR

As the means for delivering and consuming music continue to grow more sophisticated (and more digital), so do the choices for promoting that music and the artists who create it. Such is the case with electronic press kits (EPKs) and video news releases (VNRs), tools that share the same basic goals of their non-digital predecessors: getting airplay, inspiring reviews and other media coverage, facilitating bookings and winning the attention of music consumers.

The overriding goal is to “create awareness for people to review the single and take a closer look at the artist,” said Carson James, Senior VP, Promotion, Broken Bow Records/Stoney Creek Records.

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