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 UK’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.
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