Because we live in such a visual culture, before anyone hears you play a note, they view your image. In that fraction of a second, they form a lasting first impression.
That matters — especially when it comes to booking and promoting your performances.
The thing is, most musicians are clueless about what their photos convey about them and their music-making. And they’re oblivious to how this affects their careers.
So let’s bust a myth
When it comes to publicity photos, many of us imagine we need to project a persona — a slick view of ourselves as a “pro,” one who is thinner, smarter, nicer than we believe ourselves to be. We think it’s all about looking attractive, youthful, and accomplished.
It’s not.
Effective publicity photos give the viewer a visceral sense of who you are as an artist. They convey a sense of what your performances are like. What it’s like to be in the room with you.
That’s a very different thing from looking desirable, confident, and successful. If your photo only delivers that, you’ll get something that looks like everyone else’s — when what you really want is to be memorable as you.
To get there, you first need to train your eye to know the difference between a good-looking photo and an effective one. They are not the same thing. If you want a deeper dive into what makes a photo work, see 3 Essentials for Musicians for a Great Promo Shoot.
Play the Adjective Game
Here’s an exercise I give my clients. Look at each photo below — not as a fan, not as a colleague, but as a presenter considering booking this artist.
Based on this image alone, what words come to mind when you imagine this musician performing? If you already know one of these artists, try to set that aside and respond only to the image.
There’s no right or wrong here. Except that we’re not looking for whether you find the musician attractive, alluring, or sexy. Or whether the photo is a flattering likeness. This isn’t about appraising the photographer’s skills. Or whether you think you’d enjoy the musician’s performances.
None of that is the game.
Instead, the goal is to notice what each photo actually communicates about the musician.
Here’s the thing: when most of us look at a publicity photo, what we notice first is attractiveness. That’s just human nature. But that’s not what we’re after here.
So give yourself a moment. Look past the surface. Then ask: based on this image, what do you imagine this performer’s music-making is like? What’s the energy they bring to the stage? What kind of experience would they create in the room?
Come up with 5 adjectives for each of these photos
Jennifer Koh, violinist Photo: Jürgen Frank
→ What comes to mind for me: Tough, smart, determined, challenging, she’s playing for real. And that knowing half-smile conveys that she really sees us. When you “listen” to this photo, what do you get?
Avi Avital, mandolin Photo: Christoph Köstlin
→ What came to me: intimacy, nuanced magic, human, candid, full of life. And something more, this image gave me a sense that here’s the kind of performer I’d trust completely in the room. What comes to mind for you?
Julia Bullock, soprano Photo: Allison Michael Orenstein
→ What I get from this: beyond the glamour, there’s grace, ease, enjoyment of life, a directness, and an immediacy. What does this photo say to you?
Daniel Hope, violin Photo: Cooper & Gorfer
→ What comes to my mind: mischievous, trickster energy, humor, intuitive, and tuned into a larger story. What do you hear in this photo?
Now apply this to yourself
Before your next photo shoot, ask yourself: What five adjectives capture the energy and truth about who you are in your best performances?
Think about what people have told you about your music-making. And consider what you ultimately want audiences to experience with you.
Avoid the obvious. Of course you want to come across as intelligent, sensitive, attractive, accomplished, and creative — your photographer will take those as a given. What we’re looking for are five words that go beyond that. Five adjectives that get at something more distinctive and authentic about you specifically.
Write those five words down. Send them to your photographer in advance of the shoot, along with examples of any photos you’ve loved for their mood, lighting, and energy. For more on finding the right photographer and what to watch out for, see How to Get Publicity Photos that Work.
One word of caution
Don’t walk into the shoot trying to “perform” your five adjectives. The moment you start trying to look a certain way, it shows. You’ll look like you’re trying too hard — to please or to hide. That’s the opposite of what you want in a photo.
What’s going on behind your eyes shows up on camera. So during the shoot it can help to bring to mind your favorite performances and why you fell in love with music. The best publicity photos are the result of a skilled photographer catching you in between “poses,” in the unguarded, unselfconscious moments when you’re just being yourself.
Ask your photographer to keep you talking during the shoot, to catch you off guard in conversation. Let your photographer capture those in-between moments when you forget you’re being photographed. That way, you can just show up as the imperfectly human, completely compelling musician you are.
That’s when the best of you can be captured on camera.
The goal isn’t a photo that simply makes you look good. It’s a photo that gives us a sense of what kind of musical storyteller you are. A photo that makes someone curious enough to want to experience a performance with you.
Want photos that deliver this for you?
You can get help with all this in the “Photo Cure” mini-course that’s part of the Get the Gig program. It’s my most comprehensive training, covering every promotional piece needed to book more of the work you love.
From your performance bio to publicity photos, promo videos, designing an effective website, and writing email pitches that work, Get the Gig has you covered.
Self-paced video lessons walk you through how to overhaul each promo piece step by step.
And the best part? You won’t be doing it alone.
A monthly live Zoom editing clinic is included, where you can get expert feedback on your drafts in a supportive community of fellow musicians.
If you previously purchased the mini-course Email Pitch Magic separately (it’s included in the larger program), hit reply and let me know you want to register for Get the Gig and I’ll send you a discount code to use ($97 off the full price).
Learn more and register HERE.
Here’s to your brighter future,
Dream Big, Plan Smart, Live Well
