Interviews, insight & analysis on digital media & marketing

Defected’s James Kirkham: Dancefloors unite people in a way that governments and religions cannot

James Kirkham, Chief Business Officer at Defected discussed how platforms and businesses are adapting creatively as a result of the pandemic in his talk at the 99//Club Digital Festival, and the potential for further creativity and innovation to come out of this period.

Discussing the success of streaming platform Twitch at streaming live music and creating virtual dancefloors in this period, James said, “It’s about unifying. They’re allowing people to express themselves in a way that they might have always done.”

“I genuinely believe, just like punk in the ’70s or like rave and acid house in the ’80s, we’re about to see an explosion of creativity like nothing before.”

NDA will be publishing highlights from the Festival, run in partnership with MAD//Fest, over the coming weeks.

The week-long invite-only festival was a collaboration between MAD//Fest and New Digital Age. Over the course of five days, 99 speakers debated topics across themes including media and tech, customer experience and personalisation, brand experience and creativity and innovation for growth.