Home / News / Ed Sheeran, Jessie J & more feature in Jamal Edwards & SBTV ‘Living Viral’ documentary

Ed Sheeran, Jessie J & more feature in Jamal Edwards & SBTV ‘Living Viral’ documentary

Today, Jamal Edwards and SBTV launch a brand new documentary film ‘Living Viral’ on SBTV. Directed by Theodore Isaiah Williams and executive produced by Jamal, world renowned BMX freestyler Ryan Taylor and SBTV’s Duncan Eaton and Isaac Densu, ‘Living Viral’ takes a look at the role, impact and success of YouTube and social platforms on a new generation of music-makers, entertainment talent and influencers.

Filmed in London and LA, ‘Living Viral’ features Jamal Edwards and Ryan Taylor, plus a roll call of notable music and entertainment figures including Ed Sheeran, Jessie J, Michael Dapaah, KSI, Terry Crews and Immortal Technique to discuss and dissect the significance of YouTube over the last decade; how the landscape has changed, not only for independent creators and the new opportunities offered from the digital channels to own and control content, but the shakeup of the traditional broadcasting model and impact on everyday life.

Recently celebrating its 10th anniversary, and as one of the UK’s leading music YouTube channels, SBTV plays an integral part in the growth of digital and social platforms and promoting new talent, and in premiering this short documentary, SBTV continues to drive the conversation around this almost limitless model of promotion and opportunity.

With commentary and insight from rappers to record label moguls, influencers to industry insiders, ‘Living Viral’ is a reflection of the world as we know it and a hint of what is to come in the future.



Chapter 1 – Online Music Platforms

  • The rise of SBTV and its role in championing new talent, the growth of grime, Ed Sheeran’s career path – ‘there is no Ed without UK MC culture (Twin B)

Chapter 2 – The New Face of Entertainment

  • The rise of YouTube and birth of the ‘viral’ video, shift in boundaries, rules and creative control, the monetisation of content

Chapter 3 – They Can’t Deny The Numbers

  • The change in the music business, artists in control of their own content, virality vs traditional marketing techniques

  • The positive impact of digital platforms on urban music and reaching a global audience

Chapter 4 – A Truly Global Sound

  • How digital platforms have changed the process of making music and creating more opportunities for artists when physical product is declining

Chapter 5 – The Future of Content

  • The relationship between YouTubers and their audience, the control bestowed on viewers on what content they see, the important of trust between the content creator and the subscriber

Talking Heads

  • Jamal Edwards

  • Ryan Taylor

  • Michael Dapaah

  • KSI

  • Jessie J

  • Brenda Edwards

  • Headie One

  • Yxng Bane

  • Lady Leshurr

  • Ed Sheeran

  • Twin B

  • Caspar Lee

  • Joe Wicks

  • Terry Crews

  • Elijah – The Pengest Munch

  • Amelia – Chicken Shop Dates

  • Russell Redeaux (Partner, Stampede Management)

  • Joey Fatts (Rapper, Label Exec)

  • Immortal Technique

  • Rodney ‘Darkchild’ Jerkins (Record Producer)

  • Ethiopia Habtemariam (President of Motown Records)

  • Carns Hill (UK Producer)

  • Ken Herts (Entertainment Industry Deal Maker)

  • Marc Geiger (American Music Executive)

  • Steel Banglez

  • Swifta

  • MIST

  • Joe Santagato (YouTuber)

  • Casey Neistat (YouTuber)

The launch of ‘Living Viral’ follows the recent announcement of Jamal Edwards’ partnership as an X-Class Ambassador for Mercedes-Benz Vans UK Ltd, which will see Jamal exploring the challenges and dreams of being a true entrepreneur of the digital native era through a bespoke YouTube vlog channel.

About RJ Frometa

Head Honcho, Editor in Chief and writer here on VENTS. I don't like walking on the beach, but I love playing the guitar and geeking out about music. I am also a movie maniac and 6 hours sleeper.

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