Wrote the book “The Culture Industries” published in 2019. This book is about the relationship between media workers and the media industry.

It describes how a career in the creative industry is much more volatile than that of a typical industry e.g finance. The careers in the creative industry are never guaranteed and the nature of them are very precarious. A lot of people, particularly on the younger end, are drawn into this career path because they are seduced by the promise of wealth and fame, then in reality this is not always the case.

The creative industry is often not as forgiving as others, in that the industry can rapidly grow or decline and jobs are never in excess.

The media industry is a very risky business, however big companies are able to somewhat mitigate the risks. They do this by using well-established, famous people to promote the content to a wide audience, serialisation (using prequels, sequels spinoffs) in order to lessen the amount of marketing needed to increase audience visibility of the product, and continuously making content based around the same genre in order to maintain consistent success. In addition, media companies are able to expand via horizontal, vertical and multi-sector integration in order to acquire new links and relations in order to explore new business opportunities. In addition, from this media companies can find multiple artists