The Economics of Niche Markets for Creatives

Photo by behrouz sasani

What if the best business decision you could make is accepting your music is “unmarketable”? Not in the sense that nobody wants it—but that it won’t compete for Spotify playlists alongside mainstream artists.

This episode breaks down the economics of niche markets for independent musicians. How rejecting the streaming-everywhere model can actually generate more revenue. How owning your niche creates competitive advantages algorithm-dependent artists will never have. And the framework for deciding which platforms actually serve your music versus which ones waste your time for pennies.

Drawing on insights from multi-instrumentalist Abe Partridge, we explore the deliberate choice some artists make: keeping certain projects off major streaming platforms because the economics don’t work—and focusing instead on direct sales, live performance, and owned audience relationships.

Topics covered:

• The streaming paradox for niche artists (why being everywhere means being nowhere)
• How to evaluate whether streaming platforms serve your music
• Revenue comparison: streaming vs. direct sales vs. live performance
• Abe Partridge’s strategic approach to platform selection
• Owning your niche vs. competing with the entire music industry
• The role of professional representation in niche careers
• Framework for making strategic distribution decisions
• Building direct sales infrastructure (physical and digital)
• Creating owned audience relationships independent of algorithms
• When to abandon streaming entirely vs. selective streaming

This isn’t about being anti-streaming—it’s about being strategic. Understanding where your music fits in the market and building your business model around that reality instead of fighting it.

For more on evaluating platforms and making strategic distribution decisions, check out Liner Notes the newsletter from yours truly that covers highlights from this and 300+ conversations.

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