Clay Shirky's Theory

Overview of End of Audience Theory:

Clay Shirky believes that audiences now are not able to just sit aimlessly while indulging in a form of media whether it be watching a full film or reading a magazine. He believes that audiences want to be interacted with and that they want to be engaged with what they are viewing. Ways that audiences are included can be done through things such as e.g. competitions, interactive videos/movies and even events.

An example of a website from an artist can be Lil Nas X's Merch website for his Montero Album:

Though there are no current contests or giveaways on his website. Fans are able to interact with his site and see the track lists that are on the album and even the merch that is being released in celebration of the album releasing. 

Lil nas x also has several of these comedic promotional video son his tik tok with a song from his album usually playing in the background this can also get the fans engaged as he may use fans comments to create one of these videos.