When The Long Tail was published, it changed the way that people look at markets. We now know that for every mega-successful brand, there are tens of thousands of niche products appealing to small groups.
For every Radiohead, there’s a Yowie or a Shaggs.
For every Steven Colbert, there’s an Eric Andre — and for every Eric, there’s a Let’s Paint!
The same applies to other fields — McDonald’s vs. Cook Out, Fortnite/PUBG Streamers vs. Mario Bros. Streamers, you get the idea.
More Niches Over Time
It feels like we used to have way less niches. With music, the whole idea of independent “DIY” bands wasn’t a thing until the 1970s when the scenes of NYC punk (Sonic Youth) and DC punk (Black Flag / Minor Threat / etc) emerged, trailblazing independent touring paths across the country.
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