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Extreme Vinyl: Carving out a Niche

(September 2017) posted on Wed Sep 06, 2017

Become an expert at something that no one else has done before.

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By Sino Tour

Southern California is deemed the entertainment mecca of the world. This was a market that was right under my nose and one that I unearthed as a gold mine in my backyard. Depending on the location of your shop, you should start looking in your own backyard for an undiscovered industry ready for an infusion of vinyl graphics. Ask yourself, “What is currently trending in the area?” Is there a void you could fill? Once this potential market has been identified, you’ll need to perform your own behind-the-scenes work by tailoring and adjusting your business to meet that customer’s needs. For me, it was finally realizing that the vinyl wraps I create for my customers need to be a huge part of the story and not lost as part of the scenic backdrop.

Enjoying Success
2017 is no different. With about a dozen major film-, television-, and theater-related assignments under our belt, and a thriving wrap scene on the music front (more than 40 major recording artists and seven world tours), there’s still more that I would like to conquer in this targeted market. Another testament to Hollywood’s continued interest in the graphics world is my recent job for an artist who needs no introduction: Lady Gaga. Her upcoming Joanne World Tour has received a host of custom wraps from my team in an assortment of colors and finishes to complement her shape-shifting act. When it came to landing this job, I was armed with a background in entertainment; I already knew the basic framework of the industry in terms of the etiquette, key players, and lingo. I had a huge advantage over anyone else in the area.

Over the years, I’ve developed the concept of “concierge customization,” which means doing your best to connect with the artist by providing the best full-service installation experience. This means that I can travel with a team to any given location, offer design options and solutions, accommodate their schedule with flexibility, provide a quick turnaround of installations, and more. No custom wrap project in my shop or in the field is ever released to the client without my personal stamp of approval. It’s about maintaining top quality standards and going above and beyond the client’s expectations. What evolutions are you willing to make to get the “Lady Gaga” of your niche industry?

If Hollywood’s taught us anything, it’s to be versatile. The productions this town puts on are vast in genre and elaborate in execution. Luckily, vinyl graphics have the ability to transform and reinvent any scene. Likewise, the art of wrapping can be adapted to any viable niche for your entrepreneurial needs. But opportunities to develop a niche market don’t just fall from the sky; they’re carefully constructed from an enormous amount of passion, interest, and testing the marketplace.

There’s really no need to hide my true feelings about the ongoing affair between the world of vinyl graphics and the show biz community. Vinyl graphics have more staying power than most of the other options on the production side, and wrapping is often pitted against its rival, paint. But in a relatively short time, the art of wrapping has carved out a role for itself as a permanent cast member in Hollywood. It’s been thrilling to be a part of the transformation. Admittedly, this all feels like the time they kept those cameras rolling for a dramatic close-up of my company’s work, revealing so much with little screen time. Much like those paparazzi shots that I mentioned earlier, I truly hope that they can capture us at just the right angle.

Read more from Sino Tour.