Breaking the Fourth Wall: The Business of Media Subculture

Creators should be in the business of eliciting and manufacturing subculture.

The media business has traditionally been built around content. There have been hints of culture driven commerce throughout the years in the NYT blue bag, the New Yorker tote bag, but most of these attempts teetered on the edge of membership and nowhere near the manufacturing of subcultures. We are seeing new media companies begin to work towards t... See more

The media’s status quo is accelerating towards disruption. We’re seeing the development of new media brands (micro-labels) on platforms and services, the prioritization of talent as a core business pillar by media companies and the shifting business models moving from content direct to creator direct.

The relationship between creator and consumers is more valuable than its transactional currency (ie. content).

As defined and showcased above, the business of subculture is different from the development of subculture. This is about reversing the flow of expectations about the fans role from a passive consumer to an actual business creator.

The audience isn’t a commodity. Instead, the audience views themself as a part of the brand, and associate their own ideas with their consumption and engagement with the creator.

If membership enables identity, and identity builds brand then culture is eternal.

A business of subculture and fandom has always existed in music. Phish has taken it to the next level by not only making their consumers creators, but also making them owners.