They say nothing good happens after midnight, but in the case of creativity, that''s just not so. The night fosters a different kind of creativity: something urgent, spontaneous, carved out of necessity. Tracking the past, present and future of this complex, often contradictory dynamic. Selling The Night explores what happens when this creativity influences wider culture and converges with everything from media, advertising, design and to gaming, fashion, hospitality, alcohol, beauty, tourism and far beyond. Also, as importantly, the implications of brands taking space within dance music as sponsors and supporters. Selling The Night speaks to DJs, promoters, marketers, academics, activists, archivists, policy makers, photographers, writers and designers. It samples KFC through to Fiorucci, Absolut and Red Bull, and moves from New York disco to the modern global underground. It witnesses how ideas migrate from subculture to influence the creative industries. It goes in search of lessons in improving the value exchange between dance music and brands, seeking something more symbiotic and less parasitic. All the while, it celebrates what makes after-dark ideas so special - the unique and democratising role they play.