As an artist, the very thought of limiting creativity in any way makes me fidgety. "Niche down," they say. "Focus on what works. Focus on what your audience wants." But for many artists, this advice feels like stepping into a veritable straitjacket—and it’s itchy!
While I instinctively rail against this idea in many ways, I also acknowledge that, in some respects, it is completely valid. And in other ways? Utter rubbish. Let’s discuss it. But first, let me tell you where I’m coming from.
How it Was Before Digital: No social media accounts, email lists, websites, agents or paid ads.
The first place I sold my work from was a gallery in George’s St. in Dublin when I was 23 years old. I rented a strip of space on the wall and hoped that visitors to the gallery would be stopped in their tracks, captivated by my creations and moved to purchase something perhaps. Some of my work did sell. But looking back, now that I’m older and (hopefully) wiser, I suspect that someone close may have spirited those pieces away to encourage me. I have my suspicions though I couldn’t say for sure. Those kinds of people exist. I know a few.
As life unfolded I found myself travelling abroad following the winding adventure that is life on into my late 20's. My next foray into showing my art was in Barcelona, when I ventured into unassuming local galleries, cultural halls, bars and function rooms to host or join exhibitions. This all seemed like an out of body experience and my bravery probably had something to do with the distance from anyone who had known me too personally. Again, what passed for advertising was, a few strategically placed home printed posters, the PR that the establishment in question would put on plus the casual interest of passers by. No social media accounts, email lists, websites, agents or paid ads.
Returning to Ireland: The notion of self-promotion wasn’t really there
Eventually, life brought me back to Ireland, and with it, another attempt to make my art career stick. My story picks up again in Westport, Co. Mayo. I continued to paint a lot in another attempt, while still working to pay the bills. All dreams aside, unfortunately, a steady income was first on the agenda so art had to take a back seat once again. Nonetheless, I hung my work in various places, received invitations to exhibit, and was even lucky enough to be featured in the local paper a couple of times. I had made some really nice sales and was just beginning to have some traction but I had to pack it in again. I outline all of this to show you how completely different the landscape was back then for anyone starting an art business without an establishment of their own. or the wherewithall to get things moving. One thing stands out. There was little or no notion of self promotion nor access to the means unless you had tonnes of cash and took out ads in the local paper or relevant magazine. Unless you were a tradesman or an established shop selling gifts or fashion the notion of self-promotion wasn’t really there. Unless you went to college or somehow else learned the art of marketing, you probably didn’t know how to handle yourself at all in fact.
Hindsight is 20/20: How did I sell anything at all?
In hindsight I would have done things differently. A lot differently. I would have shown much fewer pieces at a time for sure. I would have batched my work into styles that worked together and I would have shown my stronger pieces and kept the others back. I would have made specific goals and had a particular agenda and working plan. In a misguided attempt at honesty and transparency, I put almost every piece in a show but that only serves to confuse people. I would have tried to put on small exhibitions of work more consistently and I would have put a regular small ad in the local notes section of the paper or paid now and then for an ad when I saved up the money and then I would invite everyone I knew to be interested in art especially the particular style of mine I happened to be exhibiting at that particular time, to come along for the possibility of seeing something they liked. You'd need a certain amount of 'neck' to do it but it could have been done. The other thing I would have done is that I would have somehow kept going. I always veered off course. That's not a good plan. It's a no plan sort of plan and a bit soul destroying.
Nonetheless, until recently, with art especially, there was always someone else in between you and the public. They could say yay or nay to you even showing your work. You had to be approved by them first. Agents were hard to come by and pretty much more for the more established and successful artists. Those with college art degrees and backing and such. You had to have a 'thick neck', as the saying goes. I didn't really have that. I just had a bit of determination, a bit of self-knowledge and armed myself with a lot of positive self-talk, despite feeling quite helpless and overwhelmed in most public forums.
Even in the dawn of the digital age with social media and the internet at our fingertips it still doesn't guarantee success. The whole experience online can be hugely confusing and a steep learning curve. You must also look out to make sure you're on the right curve! There are still plenty of blind alleys to venture up. Still, I feel I have a better grip on proceedings this time though and just barely and I'm learning every day.
The Case for Niching Down
I started off with the notion of ‘niching down’. This is one thing I would have done differently. Let’s discuss the idea first. There’s a reason why business coaches and marketing experts hammer home the idea of niching down. In the art world, it makes sense. Collectors often seek consistency—whether in style, subject matter, or medium. If they fall in love with an artist’s landscapes, most likely they want more landscapes not comic style illustrations or portraits of exotic animals or plums on a plate. If they adore a particular technique or subject matter, generally they are drawn to the continuity of that work, at least for a while.
'Building a recognisable brand helps collectors feel confident in their purchases. A well-defined artistic niche allows for focused marketing, stronger audience engagement, and more opportunities to develop a loyal following.'
From a practical standpoint, niching down also streamlines the creative process. When you dedicate yourself to a particular theme, material, or aesthetic, you can master it, refine it, and push its boundaries without getting lost in an endless sea of experimentation. It makes your work easily identifiable, which is key in a saturated market.
So yes, niching can be a powerful tool for artistic success, it seems.
The Case Against Niching Down
And yet... the thought of restricting creative expression is frightening to many artists. Creativity thrives on exploration. Some of us simply do not work within neat, marketable boxes, nor do we want to. The idea of making the same type of work over and over can feel suffocating.
If we were to force ourselves into a niche too early or too rigidly, we might stifle growth. Art evolves. What resonates deeply today might feel stale in five years. Many of the greatest artists in history reinvented themselves multiple times throughout their careers, moving fluidly between styles, techniques, and subject matter. Imagine if Picasso had decided to stick with just one phase of his artistic journey. It's not just the Picasso's of this world that wish to move about.
Moreover, audience expectations are not always fixed. Many collectors and supporters are drawn to the artist behind the work, not just the work itself, they say. They enjoy witnessing an artist’s evolution, collecting pieces that tell a story across different periods of their creative life. A collector who connects with your vision might be delighted to follow you through various explorations, rather than expecting a narrow specialisation.
Balancing the Two – A More Organic Approach
So where does that leave us?
For me, the key is in aiming to strike a balance. Instead of treating niching as a restrictive commandment, I prefer to see it as a flexible guide.
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Follow Natural Interests: If a particular theme, subject, or medium excites me consistently, that might be my 'organic niche'. I don’t need to force yourself into one, but rather, notice where my passion leads me.
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Create for Myself First: I'll work on projects that excite and inspire me. If a particular body of work starts to gain traction with collectors, I can lean into it while still allowing room for creative evolution.
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I Will Create and Show Work in Collections: I love working across multiple styles, subjects, and even mediums. I hope to present them as distinct collections rather than trying to blend them all into one brand. This approach will hopefully allows for artistic freedom while still providing clarity for collectors.
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Stay Open to Change: Niches are not static. Remember, it’s okay to shift, evolve, and explore. By documenting this journey through blog posts, behind-the-scenes content, or social media updates I can help bring friends and supporters along for the ride.
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Listen, But Don’t Be Led: Of course I want to continue to pay attention to what enthusiasts respond to, but I can't let it dictate my every move. True artistic fulfillment comes from within, and the best work will always come from an authentic place.
- I will take my time: I'm not a machine. I only have so much time and energy. That'sll have to be OK. I will aim for consistancy.
The Takeaway
Niching down can be helpful, but it shouldn’t feel like a constraint. It’s less about restriction and more about clarity—both for you and your audience. If a defined niche helps you focus and build momentum, embrace it. But if it starts to feel like a creative cage, allow yourself the freedom to break out.
At the end of the day, art is about exploration, expression, connection and personal satisfaction too. However you choose to navigate your artistic path, make sure it aligns with your creative instincts rather than an arbitrary set of rules.
Do you struggle with the idea of niching down? Have you found a way to balance creativity and clarity in your work? I’d love to hear your thoughts.
Warm creative wishes,
Amanda
