Having a "niche"?

Having a "niche" means developing a very specific style and branding which is breaks away from the norm and is slightly unconventional. Artists are often trying to find "niches", which are "gaps in the market" and chances for them to bring something new to the music industry, in hope it will be accepted well and appreciated by the masses. A good example of an artist who found a "niche" is Lady Gaga. Her eccentric and controversial ways revolutionised the face of music in 2010, with her rapidly transforming from an unconventional "weirdo" to a global phenomenon.

It was Lady Gaga's desire to be different that led to her becoming such a sensation. She says how "I always loved rock and pop and theater. When I discovered Queen and David Bowie is when it really came together for me and I realised I could do all three" and "It's not all about the music. It's about the performance, the attitude, the look; it's everything." The "niche" she was trying to break into could have ended in disaster, with many frowning upon her exhibitionist ways, however her eccentric ways also earned her millions of loyal fans. Gaga has gone on to achieve global success, winning numerous awards such as Grammys and Brits, as well as storming the charts worldwide. She achieved a number 1 album in the UK, where it was certified four-times platinum.

Lady Gaga has not only developed a new style of music, but also a culture. Her controversial style and performances have resulted in her being a constant "hot topic" in the media. Her music videos, such as Telephone, are often criticised for being too racy, due to her exhibitionist nature, however Gaga's star image is all about pushing boundaries and being eccentric. Another controversial act performed by Gaga was her dress at the Brit awards in 2010, where she sported a dress made entirely of meat in support of gay soldiers.

Lady Gaga's carefree, ambitious, unconventional and influential ways are summarised by the quote "I'm just trying to change the world one sequin at a time."