Having a 'niche'

Having a niche is when an artist has something original about them and this appeals to specific audiences. This creates a secure fan base within that market and creates an image that they are known for. Lily Allen is a great example as when she first came on to the music scene she wore big dresses with trainers. This was her trademark as well as her unique voice that no other female singer had sounded like before. She created an account on My Space and began posting demos in November 2005. Her unique style of singing was recognised and she attracted thousands of listeners and My Space 'friends'. Her talk singing was different and made her stand out from everyone else in the music industry. She also influenced fashion as she created her own clothing brand and girls would dress in trainers and dresses. As she has built up a name for herself she is now very popular so can be more creative with her music. Her fan base is already secure so she is always going to be successful as she is not like anybody else. Lily Allen is already starting to change her image as she matures but people already know her so this doesn't affect her popularity.

Another example is Lady Gaga. She is known for her image and outrageous fashion sense but this attracts people to find out more and listen to her music. She too is very successful and has her own brand identity.