Recently I spent some hours talking to an old friend about a new musical project. He’s a talented human but hasn’t found a sound that has connected the way he wants to.
I stuck to one point during the whole discussion. All you need is niche.
Niche music, photos, videos, presentations, live shows, every little thing must be consistent with the niche aspect of your artistry. It’s really not that hard. Just pick something and stick to it. Make sure that the “Something” is unique in this world, even if it’s a rehash or mashup of other influences, which it obviously will be anyways. amirite?
Really, saying be niche is just an asshole’s way of saying “be yourself”. You are unique to this world so if you are true to yourself and unique in your own way you’ll find your niche. Ya dig? Some new niche examples:
Tame Impala – The photos, the sound, the trippy videos, it’s all working. Although their shtick has been done (Stoner dudes playing awesome stoner rock), Tame Impala’s music is so kick ass that it’s all new to us. From top to bottom they are going hard into this psychedelic rock niche.
Janelle Monae: Oh come on, how is this not the most perfect musical product you’ve seen in a long time? She’s so edible, chunkable, original, yet classic. Most of all Janelle Monae feels authentic. I believe her. So the shtick becomes real and isn’t a shtick at all. It becomes her own niche.
ONE GIANT FOOT NOTE: Your music must be kick ass. Really great music is the foundation of all this Niche business. But when you’re creating music don’t try to copy anyone, be yourself and embellish those quirky things that make you, you. Great music typically comes from honest places. When you’re honest with yourself about your own style then that is when you can let go and make the best music.