Music Marketing: The Power of the Niche

The internet allows you to reach millions of people with your music, but is that really the way to go? You cannot be everything to everyone, so its often best to focus in on a niche, at least to start. Many musicians who are known as “overnight successes” or “viral super stars” actually worked for years to grow within their small niche before they made it big.

So what is a niche? A niche is a very specialized market. “Hip hop music” is not a niche, but the LGBT community within hip hop is. A niche can be genre based or it could find its roots in a certain social causes, attitudes, or hobbies. Lady Gaga is known for conquering the niche community of pop fans who face bullying. Macklemore is known as a supporter of the LGBT  community within hip hop.

Check out this great post from Cyber PR on Conquering your Niche:

Understand That a Niche Typically Starts Very Small

The internet is and always has been about BIG ideas. By giving us a further reach than ever before, it has become second nature for us to always think on a global scale.

This is a mistake!

Remember that a niche can and usually does start very small, as in so small that it can be targeted locally. By working with your niche locally first, you can build up buzz in your area, making it easier to connect with all of the influencers in your area, opening up doors to connections with influencers outside of your area on a regional, then national and then even global level.

An example that I always like to use when discussing Niche Marketing is Phish. Everyone has heard of them and they are widely considered to be one of the greatest touring bands of all time, but it is far less understood that by the time they were signed to a label and started touring the country, they were already local heroes, selling out some of the biggest venues in the area on their own. In fact, Phish didn’t even tour outside of the northeast until years after they had formed the band, because they found it better to target the local scene and conquer it first before moving on. By the time they left the northeast, they already had fans waiting for them in other parts of the country, because as we discussed, niche fans are more loyal. Their local fans loved the music and helped make sure the word got out.

Know EXACTLY What Your Niche Is

The more detailed an understanding you have of your niche, the better of you will be. As mentioned above, as your niche becomes a more specific section of a market, the more loyal the fans will be within!

Now, your niche can really be whatever you want it to be (within reason – more on this below), so deciding which niche you fit into best is really up to you. But no matter what that niche is, you absolutely need to have a full understanding of the niche you’re targeting. Here are a few things for you to consider so that you can better define and locate your niche:

• Demographic (age, gender location)

• Similar / influential artists (remember to start locally, then branch out to the regional, national and global scale)

• What are the influential promotional outlets?

• Where do the fans exist online?

• What blogs do they read?

• How do they find out about new music?

• Are they into fashion? If so, what brands?

• What are their favorite hobbies?

Now that you have the proper understanding of your niche, you need to seek it out and see if it is truly worthy. Some niches won’t exist online or at all in the way you hope and so the demand for your music just isn’t enough to get you on the map. Some of you will be lucky to decide upon a great niche on your first attempt, but some of you may need to test the waters until you find one that really works.

To read the full article, visit Cyber PR.

There are more strategies than the ones listed above. Comment below and let us know what you’ve done to conquer your niche. 

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