Co-founder Sam helped found and served as project manager for the MIT Convergence Culture Consortium, a research initiative that partnered with organizations like Turner Broadcasting, Viacom Media Networks, GSD&M, Petrobras, iG, Fidelity Investments, Yahoo!, NAGRA, and The Alchemists to produce six Futures of Entertainment conferences, as well as a range of retreats, research reports, and other publications studying innovation and transformation in the media and marketing industries. This research led to his 2013 book, co-authored with Henry Jenkins and Joshua Green: Spreadable Media: Creating Value and Meaning in a Networked Culture.