If you walk through a pedestrian alley lined with restaurants in the morning, you’ll see employees preparing for the rush hour. Chances are you won’t hear the same music twice. Some staff members work to hip-hop, while others prefer rock or techno. Many employees use their own headphones, listening to personal playlists.

Remember when you had to choose the music for a road trip with family or friends? It’s been a while since we all listened to the same music at the same time. Now, almost everyone decides what they want to hear. Even the biggest stars don’t have the reach they once did.

Being "famous" today doesn’t mean being as well-known as Muhammad Ali was. Fame is now relative to the community you choose to serve. The most-streamed artist in a specific genre or the most-watched YouTuber might not be widely recognized. However, if you choose your niche wisely, your fans will find you and spread the word.