I mean, that seems like the right approach to me. If there is mainstream resistance to something that you want to normalize, you can't just start from the bottom pushing that thing and climb to the top. You'll get nowhere in terms of both business development *and* social justice. Instead you Develop a powerful platform, and then start using that platform to make mainstream audiences give their attention to stuff they normally would not.
If you don't build a mainstream platform first, all you'll end up doing is preaching to the choir