Shifting new media: from content to consultancy, from heterarchy to hierarchy

This is a detailed case history of one of London's iconic new-media companies, AMX Studios. Some of the changes in this firm, we assume, are not atypical for other firms in this sector. In particular we want to draw attention to two transformations. The first change in AMX and in London's new-media industry more generally refers to the field of industrial relations. What can be observed is a shift from a rather heterarchically organised new-media industry towards a more hierarchically organised one, a shift from short-term project networks to long-term client dependency. The second change refers to new-media products and services. We want to argue for a shift from cool content production towards consultancy and interactive communications solutions.