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S2E12 Season Two Wrap: Discernment, cultural curation, creativity through constraints
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…
S2E11 John Higgs: The KLF, Lynchian, folk, niche creation
"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…
S2E10 Professor Leigh Wilson: Spiracle audiobooks, the indie small press, experimental novels
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,…
S2E9 Alison Williams: War Hall: Theatre of the Mind, Gibson Banner guitars, synchronicity, The Art Spirit
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…
S2E8 Jessie Hyman of Pruzan: Fandoms, non-measurables, the Marathon
Most runners move to a new city, and join their local track club to find their people. Pruzan’s Jessie Hyman co-founded a whole new brand. Settling in London from NYC, Jessie links Pruzan’s 2022…
S2E7 Ben Rayner: 90s music scene, taste, tribes, cross-country
Photographer and director, Ben Rayner started his music zine as a teenager in the halcyon days of 90s Essex/London. He tells me that whole point of the thing wasn’t to make a profit. It was to open…
S2E6 Megan Wray Schertler of In Real Life Media: How to build a successful magazine
While passion might get a print issue started, operational rigour is what keeps the lights on. My latest guest, Megan Wray Schertler has mastered the art of that tension. Splitting her time between…
S2E5 Oriana Leckert of Kickstarter: Publishing, ambition, cultivating your audience
My latest guest is Oriana Leckert, Head of Publishing at Kickstarter.Alongside helping creators bring their dream literary projects to life, Oriana’s also written and edited for Vice, MTV News Slate…
S2E4 Max Leonard of Isola Press: Mountain Style, self publishing, mass niche
In conversation with Max Leonard, Publisher and Creative director at Isola Press. Max creates award-winning photo books and stories of adventures that explore place, space, culture and history.We…
S2E10 Laura Bryan of Spring Studios: Rebellion, restraint, new luxury codes
London-based Laura Bryan is Insight Director at Spring Studios. With a background in design and luxury fashion communications, she has worked across various research and cultural strategy roles from…
S2E2 Steve Watson of Stack: Mags as ideas, calm technology, universe building
Steve Watson, Director at Stack Magazines, has been in the “magazine club” business for 17 years. One thing hasn’t changed. Whenever he thinks he’s checked out every Stack-coded indie mag on the…
S2E1 Kaye Symington: Newspaper Club, Glasgow Print Fair, DIY zines
New Niche ID incoming! We’re kicking off Season Two by looking at how print and analogue media anchors us.My first guest is Kaye Symington, CMO at Newspaper Club, an on-demand printing service for…
S1E14 Season One Wrap: Subconscious, subjectivity, co-ownership
The first season of the Niche ID podcast wraps for 2025. To celebrate, here's a short episode including some compelling ideas that stayed with me long after each edit.When I started this series, the…
S1E13 G. Klasek: Cults, field research, Hunter S. Thompson
G. Klasek’s journey jumps from Dunning-Kruger to Sisyphus, Hunter S. Thompson to Adam Curtis. Cultish beginnings led to leaving school in 8th grade and a lifetime of exploration. Not your standard…
S1E12 Owen Booth: Classic horror, subverting PowerPoint, art vs. craft
London-based Owen Booth, author of What We’re Teaching Our Sons and The All True Adventures...of Daniel Bones, is "low-key obsessed with Frankenstein." Which, coincidentally, makes this episode…
S1E11 Roya Shariat: Beauty x sport, fragrance, fusion cooking
Roya Shariet pitched to Emily Weiss, founder of Glossier, on the streets of New York, back in 2018. It changed her world. “I got a job offer for a job that didn’t exist, with no job description, to…
S1E10 Niche Strategy Special: Alex Morris of Strat Scraps: Winning pitches, digital gardens, drawing monsters
Alex Morris, is the VP of Strategy at New York’s Day One Agency, author of the Strategy and Planning Scrapbook and the planner’s cult-fave newsletter, Strat Scraps. He’s also an artist and a…
S1E9 Devin Kelly: Novel writing, the poet's mindset, enduring as an artist
In conversation with Devin Kelly, poet, author, and teacher. Devin joins me fresh from a hard track session with his New York run club. He’s sitting in his grandmother’s tiny old chair, the exact…
S1E8 Emily Ash Powell: Leading brand creative, self-publishing, the Topshop era
In conversation with Emily Ash Powell, writer, creative leader, and brand consultant. Born and raised in South Wales (with the wildly ambitious Welsh-speaking qualifications to prove it), Emily’s…
S1E7 Jozef White: Genre mapping, the myth of the artist, Tabula Rasa Records
In conversation with Jozef White, founder of Tabula Rasa Records, a writer and philosopher. Jozef was born and raised in San Francisco and has landed, for now, in New Zealand.Jozef’s creative output…
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Niche ID with Laura Markwardt has published 26 episodes since June 2025, covering topics in Business, Careers.
Niche ID with Laura Markwardt is currently highly active with new episodes every 2 weeks. Average episode length is 38m.
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