It’s not so easy to be different, to stand out from the rest. In fact, it’s hard. Very hard.
Coming up with your own identity like a name or character when performing is one thing.
But changing the game is another.
Here we speak with Tonisha Johnson, owner of Anidemedia, about her opinion on niche media. Anidemedia is a leading global entertainment company comprised of a variety of entities including TOMI Magazine, Gesica Magazine, and the TOMI Film Festival.
“The most important thing in this business of entertainment isn’t just having a talent but it’s having a talent that stands out above the rest. You can’t just sing or dance or simply hold a camera. Your product whether it be a new and interesting film or an artist singing on stage has to be good. So good that it sparks a million+ person conversation. When you get people to talk about you… well, that’s just the start of it. The big picture is to find that niche that keeps them talking.”
Having a bit of trouble finding your niche?
“Everyone who has made it can attest to having dabbled in everything before finding what they are good at” – says Tonisha. “Eventually you’ll discover what you can do that will bring value to your target audience and create a continued buzz. Sometimes you won’t be at the helm either. You may find that you can breathe new life into old and worn out methods. Times and traditions are constantly changing. If you can ‘create’ an improvement on an old idea, it can be just as effective as inventing something totally original, which is beyond rare. Sometime your ‘niche’ may be to add a twist. Lots of existing companies are always looking for new and fresh ideas to revamp and of course, make the sale.”
There is no such thing as an overnight success.
“I remember wanting to be a Ballerina at age 6. Then my dreams changed to singing, dancing, and acting. I wrote poetry that later developed into full fledged songs. But entertainment wasn’t the only thing” – states Tonisha. “In time, I found that I had always wanted to see others get ahead. As a trusted friend, people would always come to me to ask my opinion or give my thoughts on a particular matter. That says something to me. It said that what I had to say mattered to someone. That it had value. Anidemedia houses a diverse group of brands that encompass both sides of the media industry. On the one hand we entertain. And on the other hand we perform a service by helping people find, develop and launch their careers, private organizations and businesses. The entertainment business is a tough industry with hard lessons learned. Coupling the bright lights, big city component with the sharing of knowledge is what makes our brand of entertaining philanthropy a niche media. But it took time to learn who I was before finding this out about myself and making it work as a business. Trust your instincts and don’t be afraid to fail. All of those things together will be a part of the final genetic makeup of your niche idea.”
Below is a short segment from the television show California Life featuring Jacques and Tonisha.