Sunbird Records as an organisation is not distinctly opposed to the cultural cartel, nor does it celebrate these modes of control. The label is focussed on negotiating the cultural cartel’s effects, that is to say, that Sunbird Records isn’t above, below or outside of these forces, instead, Sunbird Records is nested within the culture industry and in turn, creates a dialogue with the cultural cartel. Sunbird Records generates difference through its positioning and graphic productions. This is how Sunbird Records creates a much needed context-specific alternative, by critiquing its relationship with the cultural cartel. Indeed, the present study suggests that culture expands in the transformative relation caused by the cultural cartel’s effects, which push for faster more forceful enculturation. This notion is something which screenwriter Bruce Robinson highlights satirically as he writes: “They’re selling hippie wigs in Woolworths. The greatest decade in the history of mankind is over” (Robinson, 1987). Robinson is somewhat parodying the notion of enculturation, while capturing the loss of movement as the language of a subculture is enculturated. This could, in turn, be perceived as forcing post-subculturalists to re-introduce dynamism into the resulting space.
