Artist Press Release Template (US)

Lead with news, not biography

The first paragraph should answer what happened, who is involved, where, when and why it matters. Artist biographies belong after the news. Editors, curators and local reporters need the fact pattern quickly, then quotes and context.

This template includes a release type selector for exhibition, performance, album, award, residency, collaboration and general announcement so the lead paragraph fits the news instead of sounding like a generic biography.

Separate facts from claims

Promotional language is allowed, but objective claims need support. If the release says first, largest, award-winning, sold out, carbon-neutral, medically beneficial, community-changing or officially partnered, keep records to support it.

The FTC's advertising guidance is not limited to paid ads in the narrow sense. Businesses and agencies should be careful with public marketing claims, and a press release can become marketing copy on websites, social posts and sponsor materials.

Quotes need permission and context

Quotes from the artist, curator, venue, sponsor or collector should be approved by the quoted person. If a quote is a paid endorsement, sponsor statement or testimonial about a product or service, disclosure issues may arise.

The template keeps quotes in named blocks and includes an approval note, so nobody needs to reverse-engineer who authorized what after the release is sent.

Images and artwork captions are not filler

Art press relies on images. A usable release should identify image files, artwork title, date, medium, dimensions, photographer, copyright owner, credit line and permitted use. Journalists need clean captions and permission to reproduce images in the story.

If people are identifiable in images, if third-party art appears, or if a venue or brand mark is prominent, add permission notes. This is especially important for social promotion, paid placements and sponsor pages.

Embargo, contact and distribution

Some releases are for immediate release; others are embargoed until a date and time. The release should say which one. It should also give one media contact who can provide images, interviews, accessibility details and fact checks.

A good release is reusable: email body, PDF, website news post and media kit can share the same core facts. The template keeps the format clean so teams can copy it into those channels without losing legal notes.

Press-release anatomy

Release timing

States immediate release or embargo date and time.

Headline

Summarizes the news in a reporter-friendly line.

Dateline and lead

Names place, date, who, what, where, when and why it matters.

Details

Adds exhibition, event, album, award, residency or collaboration facts.

Quotes

Gives approved quotes with speaker names and roles.

Image permissions

Lists artwork credits, photographer, copyright owner and permitted media use.

Boilerplate

Adds a short artist, gallery or organization profile.

Media contact

Names the person reporters should contact for images, interviews and corrections.

US checklist

A press release should be factual, credited and cleared for reuse.

• Substantiate objective claims

  The FTC says advertisers need evidence for express and implied claims before dissemination. Keep support for objective claims in the release.

  FTC advertising FAQs

• Disclose material connections for endorsements

  If a sponsor, influencer, collector or partner quote is an endorsement with a material connection, disclosure may be needed.

  FTC endorsements guidance

• Credit copyrighted artwork and photos

  Name the copyright owner and photographer and state permitted media use. A press image licence should be explicit.

  U.S. Copyright Office - Copyright Basics

• Avoid false affiliation

  Do not imply a museum, sponsor, school, charity, celebrity or brand partnership unless the relationship is real and approved.

• Handle privacy and publicity rights

  Images or statements involving identifiable people, minors, collectors, private homes or private events may need permission.

• Respect embargoes

  If the release is embargoed, state the time zone and date clearly and send it only to recipients who have agreed to honor the embargo.

• Keep corrections simple

  Name one media contact and keep a dated source file so corrections can be issued quickly if a fact changes.

How to write the release

1. Pick the release timing. Choose immediate release or an embargo date and time.
2. Write the lead. Answer who, what, where, when and why it matters in the first paragraph.
3. Add approved quotes. Use named, approved quotes from the artist, curator, venue or partner.
4. Clear images. Add captions, credit lines, copyright owners and permitted media use.
5. Add contact and boilerplate. Finish with media contact details and a short artist or organization profile.

Frequently asked questions

Related templates

• Art Project Proposal Template (US)
• Artist Performance Agreement Template (US)