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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. 

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.