Marketing in Confinement: Lessons from the Grateful Dead

By Ido Aharoni

Ultimately, we are all participants.

Participatory Culture is a term coined by Professor, Henry Jenkins[1], of the University of Southern California. The term refers to the vast and frequent participation of people in media in the age of technology and information. The discussion, which was ignited by Jenkins some 15 years ago, is more relevant than ever during the global confinement imposed on us by the COVID-19 crisis.