Sell Your Art into a Niche Market

by Carolyn Edlund

The other day, while my husband and I were walking our dogs in the park, we met a young man with a really unusual and impressive bicycle. We couldn’t help but stop and speak with him about it.

What kind of bike was this? We’d never seen anything like it. The cyclist explained that it was made of carbon fiber, a material that is light, strong and nearly indestructible. We took a closer look, amazed at its construction and appearance.

“How much does a bicycle of this type cost?” my husband inquired.

“I paid $13,500 for it,” he responded, beaming.

Turns out that this passionate (and incredibly fit) young man was a triathlete. A big smile lit his face as he shared with us highlights of the sport and his experiences participating in triathlon events.

This extraordinary cyclist is a perfect example of a niche consumer. He’s proud to have spent tons of money for his bike and other gear. He is focused on an activity that he pursues with intense interest, which he finds pleasurable, challenging and satisfying. Cycling is more than a sport to him; it is a lifestyle.

Niche markets are excellent places for artists to find passionate customers, to whom money is not often a factor when making acquisitions that reflect their strong interests. These markets come in many flavors. Sports niches are common, ranging from football and baseball to tournament fishing, equestrian sports, duck hunting, and much farther afield.

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