Abstract
The Grateful Dead struggled to make their band a sustainable, economically successful enterprise while also maintaining the countercultural ethos that had set them on their path and given them their collective identity. The Dead “family’s” business practices and adaptation to the capitalist marketplace, at a time when a new post-Fordist services and information economy were overtaking America’s industrial base, are unique in their particulars. Nonetheless, they broadly represent the arc of Sixties’ rebels’ attempt to break the boundaries of the conventional workplace, escape the stultifying and oppressive work life so many in that era found wanting, and craft right livelihoods.
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