How-To
EPK stands for Electronic Press Kit. It's one of the most practical tools a performer, brand, or organization can have — and one of the most frequently misunderstood. Here's a clear breakdown of what an EPK is, what it contains, who needs one, and what good EPK production actually looks like.
An Electronic Press Kit is a digital package of media assets that tells your story to journalists, bookers, promoters, sponsors, and media contacts. Think of it as the video equivalent of a press release — except instead of text, it delivers your message through interview footage, performance clips, B-roll, and curated soundbites designed for media pickup and broadcast use.
An EPK is not a promo video. It's not a highlight reel. It's a functional media package with specific components, produced to a specific technical standard, designed to serve the needs of journalists and producers who might cover you. The distinction matters because producing the wrong thing — a beautiful promo that can't actually be used for broadcast — wastes budget without serving its purpose.
Originally a tool for the music industry, EPKs are now standard across entertainment, corporate communications, sports, and PR. You need an EPK if you're a touring artist or performer building press coverage, a brand or product launching with a PR campaign that includes broadcast media, an executive or organization seeking national or regional news coverage, or a sports organization or athlete seeking media placement.
In Las Vegas specifically, EPK demand is driven heavily by the entertainment industry — Strip headliners, residency launches, major touring acts that touch down in Las Vegas — and by corporate communications teams that use EPKs for product launches, convention coverage, and executive announcements.
A complete EPK typically includes: a primary on-camera interview with the subject (artist, executive, spokesperson), B-roll footage that supports and illustrates the interview, natural sound sequences, and a finished package cut — a narrated story that networks can air with minimal editing. Some EPKs also include a B-roll-only version for stations that prefer to write their own narration.
Everything in an EPK is produced to broadcast technical spec. That means 1080p or 4K acquisition, broadcast-quality audio, proper frame rates, and delivery in formats that TV stations and digital news outlets can actually ingest. An EPK shot on a DSLR with consumer audio and delivered as an H.264 file won't get picked up by broadcast outlets. Technical spec is not an afterthought — it's the difference between a package that gets used and one that doesn't.
An EPK focuses on a person, artist, or brand — it's about the subject. A VNR (Video News Release) is structured more like a news story, focused on a specific event, announcement, or development. Both are produced to broadcast spec and designed for media pickup, but they serve different PR purposes. Many campaigns produce both: a VNR for the news announcement and an EPK for the personality or brand behind it.
The most important element of a successful EPK is the interview. The subject needs to be on-camera, relaxed, articulate, and delivering soundbites that will cut well in a broadcast context. This requires a skilled interviewer who knows how to get usable material, and a crew that creates the right environment for good performance.
Lighting matters. B-roll matters. Audio quality matters. An EPK is often the first thing a journalist or booker sees, and it needs to look like it was produced by people who know what broadcast quality means. A technically weak EPK signals that the subject doesn't understand the industry — not a message you want to send.
On the production side: plan for a half-day to full-day shoot, a same-day or next-day edit, and delivery in the technical specs specified by your distribution service or broadcast targets. Same-day delivery is often required for news-cycle EPKs tied to an event or announcement.
Las Vegas is one of the busiest EPK markets in the country. Between Strip headliners, entertainment brands, and the constant cycle of major corporate announcements at conventions, the demand for broadcast-quality EPK and VNR work is year-round. Mr. Camera has been producing EPKs and VNRs for the nation's top PR firms and entertainment clients since 1981. If you have a story to tell and media placement to earn, get in touch.
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