Dr Daragh O’Reilly

Senior Lecturer in Creative and Cultural Industries

Room: D038
Phone: +44 (0)114 222 3442
Email: d.t.oreilly@sheffield.ac.uk
Dr Daragh O'Reilly    

Daragh O’Reilly is Senior Lecturer in Creative and Cultural Industries. He joined the Management School in 2006, having previously worked at the Universities of Leeds and Bradford, as well as in professional marketing in a range of product sectors. He has worked in line, consultancy and governance roles in a range of organisations.


Daragh’s primary interest is in the relationships between artists, markets, consumption and culture. His current work is focusing on artist biographies, the artistic/literary imagination. theatre, and CCI branding.


Daragh is committed to supporting students’ independent learning. He places an emphasis on the acquisition of research, analytical and argumentation skills. In the classroom, he uses a mix of theoretical inputs, discussion of multimedia and print cases, and original tutorial exercises. His teaching is based on research, as well as business, sales/marketing, general management and governance experience. His teaching contribution on the MSc in Creative and Cultural Industries programme is MGT6126 Managing Creative Brands (Semester 2).

PhD Supervision

He is currently co-supervising PhD studies by:

  • Yajie Chen: Marketing online films in China
  • Xinyu Chen: Green festivals
  • Stella So: Luxury brand consumption in China
  • Alexis Thouki: Byzantine heritage
  • Ian Townsend: music pirates in the 1990s (soul/funk/disco).
  • Rui Wang: Indie music in China
  • Matt Willett: Teaching excellence award winners
  • Kaixi Xu: arts consumption and ethnicity
  • Alexandra Zinca: early career fiction writers (SF/fantasy/YA)


Daragh is Chair of Third Angel, the Sheffield-based contemporary performance company, and a Trustee of Sheffield Wildlife Trust.

Selected Recent Publications

Preece, C., Kerrigan, F. & O'Reilly, D. (forthcoming) "License to Assemble: Theorizing brand longevity". Journal of Consumer Research.

Obiegbu, J., Larsen, G., Ellis, N. and O'Reilly, D. (2019) "Co-constructing Loyalty in an Era of Digital Music Fandom: An Experiential-Discursive Perspective". European Journal of Marketing.

O’Reilly, D, Doherty, K, Carnegie, E and Larsen, G (2017) "Cultural memory and the heritagisation of a music consumption community", Arts and the Market, Vol. 7 Issue: 2, pp.174-190.