In this overcrowded industry, the best piece of advice is to find your niche. A niche can be genre-related, but, even with relatively obscure genres, you will still face competition. A niche can also be something completely unrelated to music. You could, for example, align yourself with a certain cause or hobby. Aligning yourself to something unrelated to music may seem counter-productive, but there will be fewer musicians competing for the niches attention.

One artist that this niche marketing strategy has worked very well for is Darius Lux, “the gluten-free rockstar.” He’s been featured on many gluten free blogs and has played at many events, allowing him to reach new fans that he never would have as just a pop musician. Check out this case study from Cyper PR to learn more about Darius’s story.

When Darius came to us he had a video that we hoped would gain some viral traction. After several weeks of promotion it didn’t get the lift we wanted. This happens often in campaigns: We start off in one direction and then we find it is necessary to correct and continue.

We started with a focus group with Darius on the telephone, and on that day he sounded different, and somehow more energetic. I asked him what had changed, and he confided in us that because of a recent diagnosis, he had begun a gluten-free lifestyle. He was feeling better than he had in a long time, physically and mentally. For my team a light bulb went on. I proposed pitching him to some gluten free, health, and wellness blogs.

“I had no idea that connecting to a targeted niche would be such a great way to establish common ground with people rather than just through focusing on my music,” says Darius. “What we later realized was this laser-focused niche was wide open for me. No one else was in this lane.”

Who were intrigued by his story and wanted to interview him about what it was like to be a touring musician on the road living gluten free. They wanted recipes, stories, and the BEST part was, Darius was the only musician being featured amidst nutrition and lifestyle posts. In my book, I refer to this as being a shark in a sea of tuna. It’s an effective tactic because now, instead of just being one of hundreds of artists on a site cluttered with other albums, reviews, songs and musicians, Darius was the only artist on these blogs who were featuring and highlighting him among fabulous relevant posts that already had audiences of established passionate readers and built in communities. Darius created original content and was the subject of lengthy feature interviews. One of the blogs dubbed him the gluten-free rock star and from there many more followed suit.

To see the full case study, visit Cyper PR.

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