James Kirkham

In the “aftermath economy,” the real value of entertainment now lives after the broadcast – inside fan-led conversations, theories, and communal reinterpretations that complete the work and drive its cultural power.

The white coat no longer owns experimentation. Today, it’s far messier than that, writes brand strategist and cultural critic James Kirkham. Today, the proving ground for new technology is not a sterile lab but a virtual pit at a gig, a queue for a fashion drop, or the resale market for a digital trainer. Before Fortnite hosted a concert the idea of millions logging in to a video game to watch a pop concert or music event was laughable. Before Gucci sold untouchable shoes, the idea of paying fo