Sunbird Records: From Subculture to Post-Subculture

In 2013, Sunbird Records was redesigned to investigate whether post-subcultural discourse factors in the design of an independent record label. To facilitate answering this question, the label invested in a new website, shop, studio, live music venue, and roster of artists. This study develops its primary case study, Sunbird Records, as a way of putting post-subcultural discourse into practice. Between the late 1970s and the present, there has been an important shift in the development of alternative culture. Such a shift, from subculture to post-subculture, has yet to be fully understood by cultural discourse or practically applied as a method of cultural production. The present inquiry has been designed for the purpose of critique and further reflection; its findings will be independent, distinct, and context-specific.