Niche markets are a band doing something that no-one else is doing - be it in the form or a video, their music, or with the way they are. A prime example of this is Lily Allen. She was unique in her style of 'talk singing', and this led to big money and big hits. Then, artists followed suit, and the likes of Kate Nash turned up on the scene, causing the niche market of the 'talk singing' to become a mass market.
Heather McDonald, from About.com, said this about niche markets:
"The sad truth is, every writer, radio station, website, or fan for that matter, you are trying to reach is likely being bombarded with info from other music hopefuls. You a reason to stand out. Try to find something that will make people more curious about you - give them a reason to want to know more. Being elusive worked wonders for Belle & Sebastian at the start of their career and people write about Marilyn Manson for being, well, Marilyn Manson. You don't have to devise a huge, calculated persona, but giving people a reason to check out your show or your CD before the others can only help."
Super Furry Animals
Since forming in 1993, Super Furry Animals have become the face of niche markets. Having gone 17 years without any form of competition to their market, they are willing even now to do daring things with their songs and videos. Their mad ideas lead to bizarre happenings - the yeti costumes in Golden Retriever, the blue boiler suits worn on their current tour, and even the use of black and white artwork on their 'Llanfairpwllgwyngyllgogerychwyrndrobwllllantysiliogogogoch (In Space)' EP led to them becoming known for their crazy thoughts.
Golden Retriever Video
Melody Gardot
Having been involved in an accident leaving her unable to walk for a year, Gardot learnt to play the guitar, and alongside her ability to play the piano, she began to write music. She is primarily a jazz artist, but with her beliefs in Buddhism, macrobiotic cooking, and calling herself a 'citizen of the world', rather than being born in Philadelphia, she has carved her own little niche in the music industry, placing her alongside the big pop, and R&B markets. This was proven in 2009, when her second album, My One and Only Thrill, reached the top 40 in 8 different countries, including the UK.
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