Hugo Urban Rules, a programme dedicated to educating, developing and showcasing original urban music talent. Online communities were offered the opportunity to take part in nationwide music masterclasses and to perform alongside headline artists such as Amy Winehouse, Estelle and the Sugababes at a series of televised gigs on MTV.

A dedicated microsite and social media activity on MySpace underpinned the campaign. Through these online communities aspiring urban artists and music fans could connect with and learn from industry experts and established artists. Music fans could request tickets to the live gig and fragrance samples. The MySpace community also selected monthly unsigned acts to receive national radio airplay. But most importantly I got to meet Issac “Turbo” Baptiste.