The online drama, a first between a social network and a music company, revolves around junior employee, Sam King, who from his base at Universal Music secretly founds his own start-up label in the post room. Drawing on real-life record company experiences and filmed at Universal Music UKโ€™s offices in West London, the series includes acts such as the Sugababes, The Automatic, Sam Sparro, and The Saturdays, with the US stars, the Jonas Brothers, marking the premiere with a cameo role. Among other things we see Sam visit Ibiza Rocks as part of an integration with show sponsor, Sony Ericsson as well as the V Festival to tie in with fellow sponsor Virgin Mobile.