The poststructuralist turn has been widely acknowledged in contemporary applied and sociolinguistics (Rampton 2006, Blommaert 2010). While for many this paradigmatic shift has been a welcome challenge to segregationalist approaches (Muhlhausler 1996, Makoni and Pennycook 2007) and deficit discourses in relation to multilingualism (Jacquemet 2005, Jaffe 2007), it is not an unproblematic concept for minority language media and language sustainability. For those committed to activism and engagement with policy makers, the current paradigmatic shift, which has been described in terms of a performance era for minority language media (Pietikainen and Kelly-Holmes 2011), presents particular challenges which have the potential to undermine gains made in previous eras in relation to media rights for minority language speakers. Using the example of a recent multi-media campaign to revitalise Irish, the Brod Club, this paper explores the opportunities and problems presented by the contemporary performance era for minority language media.