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Artwork for Niche ID

Niche ID with Laura Markwardt

Laura Markwardt
Kickstarter
London
Photography
Pruzan
Audiobooks
Subconscious
War Hall
Subjectivity
Co-Ownership
Niche Theory
Culture
Strategy
Glossier
Marathon
New York
Print
Topshop
Ben Rayner
Publishing
Niche Creation

Conversations on the choices we make when we build for a creative life. A repository for non-linear creative journeys. Discussions on the nature of the modern niche, and the search to find your own.

PublishesTwice monthlyEpisodes26Foundeda year ago
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Artwork for Niche ID

Latest Episodes

A special wrap episode sharing my takeaways from the second season, all shaped by conversations with authors, artists and creators across the modern cultural landscape.

Themes include:

* The ecology of the niche

* Taste, discernment and curatio... more

"If you haven't seen the humour in something, you haven't seen the truth." That's Sussex-based author, John Higgs, known for his non-fiction books on counterculture, history, and biography.

You might know him from The KLF: Chaos, Magic and the Band... more

In conversation with Professor Leigh Wilson, in the School of Humanities (English Literature) at University of Westminster.

Leigh is co-editor of Contemporary Women’s Writing and works on modernism, the role of publishing in literary culture, and th... more

In conversation with Alison Williams, the creative polymath behind the Guardian-recommended podcast, War Hall: Theatre of the Mind, starring 96-year-old cinema legend Angela Allen.

The first series of War Hall is grounded in the rich social audio h... more

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Recent Guests

Megan Ray-Shirer?
In Real Life Media founder mentioned as advocating niche-specific POV
In Real Life Media
Episode: Season Two Wrap: Discernment, cultural curation, creativity through constraints
John Higgs
British author known for counterculture, history and biography
Author
Episode: John Higgs: The KLF, Lynchian, folk, niche creation
Leigh Wilson
Professor in the School of Humanities at University of Westminster; co-editor of Contemporary Women's Writing
University of Westminster
Episode: Professor Leigh Wilson: Spiracle audiobooks, the indie small press, experimental novels
Alison Williams
Creative polymath and producer of War Hall, Theatre of the Mind
PRS Foundation (UK)
Episode: Alison Williams: War Hall: Theatre of the Mind, Gibson Banner guitars, synchronicity, The Art Spirit
Jessie Hyman
Co-founder of Pruzan, former Spotify user researcher
Pruzan
Episode: Jessie Hyman of Pruzan: Fandoms, non-measurables, the Marathon
Ben Rayner
Essex-born, New York-based photographer
Photographer
Episode: Ben Rayner: 90s music scene, taste, tribes, cross-country
Megan Wray Schertler
Co-founder of In Real Life Media, magazine industry consultant
In Real Life Media
Episode: Megan Wray Schertler of In Real Life Media: How to build a successful magazine
Oriana Leckert
Head of Publishing at Kickstarter
Kickstarter
Episode: Oriana Leckert of Kickstarter: Publishing, ambition, cultivating your audience
Max Leonard
Founder at Isola Press, publisher, writer and editor of award-winning photo books
Isola Press
Episode: Max Leonard of Isola Press: Mountain Style, self publishing, mass niche

Host

Laura Markwardt
Host of Niche ID with Laura Markwardt

Reviews

5.0 out of 5 stars from 7 ratings
  • Fresh, full of ideas, and not by white men.

    I love this podcast. It’s not my industry but I find the ideas raised and discussed here fascinating and gives me a fresh new perspective. The guests are brilliant, as is Laura. A firm favourite and one of the few podcasts I listen to. The episode with Genet is especially good!

    Apple Podcasts
    5
    andymatthews
    United Kingdom7 months ago
  • Interesting conversations that go beyond the ordinary

    The majority of really good creative work is done by people who channel their energy solely towards their work, rather than towards developing a huge social media following. Niche ID hunts down those people and finds what makes them tick, and those conversations often end up being more interesting than podcasts with big name interviewees. Recommended.

    Apple Podcasts
    5
    Smashed Raquets
    United Kingdoma year ago

Listeners Say

Key themes from listener reviews, highlighting what works and what could be improved about the show.

The guests are brilliant, as is Laura. A firm favourite and one of the few podcasts I listen to.
Fresh, full of ideas, and not by white men.
I love this podcast. It's not my industry but I find the ideas raised and discussed here fascinating and gives me a fresh new perspective.
The show hunts down those people and finds what makes them tick, and those conversations often end up being more interesting than podcasts with big name interviewees. Recommended.

Chart Rankings

How this podcast ranks in the Apple Podcasts, Spotify and YouTube charts.

Talking Points

Recent interactions between the hosts and their guests.

Devin Kelly: Novel writing, the poet's mindset, enduring as an artist
Q: What is your approach to turning a scene into a book or poem?
He explains that commitment and consistency are key—sitting with a scene daily, allowing it to permeate life, and letting the piece evolve rather than forcing a single 'perfect' approach.
Devin Kelly: Novel writing, the poet's mindset, enduring as an artist
Q: What defines the mindset of a poet?
Devin emphasizes play, tinkering with language and form, and the sense of agency in describing light and scenes from many angles; writing is a deliberate act of shaping reality and understanding how language can reframe perception.
Dan Jones: Getting an agent, queer non-fiction, being bad at ceramics
Q: What sparked your move into queer nonfiction and how did the publishing path unfold?
Dan explains how meeting key agents and editors, like Max Edwards and Bryony Gowlett, helped shift his career into a space where queer history books could flourish, plus how collaborations and mentoring shaped his publishing trajectory.
Lucinda Bounsall of Sibling Studio: Strategy, big ‘C’ culture, being a super recogniser
Q: Do you feel mentors shaped your path in strategy, or was it a more self-driven journey?
Lucinda describes a mix of influences, noting an early mentor figure who didn't provide guidance but highlighted the gaps she needed to fill, and later experiences that underscored that there is no one right answer in strategy; the practice is about context, landscape, and conviction in your own judgment.
Roya Shariat: Beauty x sport, fragrance, fusion cooking
Q: How did Roya land her job at Glossier and begin her journey there?
Roya approached Emily Weiss on the street, shared her product knowledge and values, and after a compelling on-the-spot exchange and selfie, secured an interview that led to a role overseeing social impact at Glossier.

Audience Metrics

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Frequently Asked Questions About Niche ID

What is Niche ID about and what kind of topics does it cover?

A thoughtfully curved exploration of how people build a creative life through niche focus, restraint, and culture. Episodes often center on independent publishing, art a nd design, and the craft of shaping a distinctive point of view, with guests ranging from editors and photographers to researchers and musicians. The show highlights practical paths for indie creators—print-first magazines, small presses, zines, and community-driven projects—and emphasizes the value of deep research, audience connection, and enduring work over chasing trends. It's likely to appeal to listeners who value craft, tangible media, and long-term, taste-driven projects, often with a curiosity about how to turn niche interests into sustainable practice. A notable t... more

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Which podcasts are similar to Niche ID?

These podcasts share a similar audience with Niche ID:

1. The Bardo Podcast
2. The Loud And Quiet Podcast
3. THE ADAM BUXTON PODCAST
4. The Louis Theroux Podcast
5. Bold Politics with Zack Polanski

How many episodes of Niche ID are there?

Niche ID launched a year ago and published 26 episodes to date. You can find more information about this podcast including rankings, audience demographics and engagement in our podcast database.

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What guests have appeared on Niche ID?

Recent guests on Niche ID include:

1. Megan Ray-Shirer?
2. John Higgs
3. Leigh Wilson
4. Alison Williams
5. Jessie Hyman
6. Ben Rayner
7. Megan Wray Schertler
8. Oriana Leckert

To view more recent guests and their details, simply upgrade your Rephonic account. You'll also get access to a typical guest profile to help you decide if the show is worth pitching.

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