Niche was established by James Browning in 2004 as a boutique Touring company and Artist booking Agency to satisfy a gap that needed to be filled for the emerging underground sounds that were under represented in the Australian market. With a wealth of history and experience in promoting Browning has developed Niche in to a company recognised in Australia and across the world as a tastemaking leader, developing hyped new acts and capturing them at pivotal stages in their career to present to Australian audiences as well as keeping the flames burning for heritage artists.

Niche’s Agency has developed a unique roster of artists from Australia and New Zealand and features both established and emerging talent & Niche’s team consists of dedicated industry professionals whose emphasis on the highest quality production and promotion results in a high-end experience for both the punters and the performing artists.