Should I focus on finding a niche, or can I succeed without one?

Whether you need a niche isn’t binary—it depends on your work and your audience. Some artists thrive with a clear niche because it helps them identify and speak to a specific audience. For example, one artist found that a particular subject matter resonated strongly and treating it as a niche (always keeping the audience in mind, understanding who responds to it) helped that body of work succeed. However, the same artist also sold other, more general work successfully to a diverse audience. The key is understanding who responds to each body of work and tailoring your approach accordingly. A niche can make marketing easier and more focused, but it’s not the only path. Pay attention to who engages with different pieces and adjust your strategy for each.

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Asked by artists wondering about niche strategy · Answered by Patrick Shanahan and Hava Gurevich · art-marketing-podcast · 2024-06-28