The topic of this study is post-subculture. The study develops its primary case study, Sunbird Records, as a way of implementing post-subcultural discourse in practice. Between the late 1970s and the present, there has been an important shift in the evolution of alternative culture. This transition, from subculture (Hebdige, 1979) to post-subculture (Thornton, 1995), has yet to be comprehensively understood by cultural discourse or applied practically as a method for cultural production. The study has been constructed in a designerly fashion for the purpose of critique and further reflection, its findings will be distinct, context-specific and unrepeatable.

Keywords: Neo-tribe, post-subculture, design, subversion, record label.