Music megastars such as Ed Sheeran and Stormzy owe their careers to the wide-eyes of schoolboy Jamal Edwards who just wanted to give artists a platform.
The music entrepreneur, who was awarded an MBE in 2014 for his services to the industry, died on Sunday morning.
His management confirmed the tragic news, but gave no more details about the 31-year-old death.
Pioneer Jamal was just 15 when he launched the youth broadcasting and production film channel SB.TV.
He started the channel on a £20 phone while at school in 2006.
In between lesson at school, he used to upload clips he had recorded of his friends performing on the estate where he lived in Acton, west London. More and more artists found their way to him.
The likes of Ed and Stormzy were discovered thanks to his hard work, showcasing their skills before they were signed by major labels.
He also kick-started the careers of Jessie J and more recently British rapper Dave.
Encouraged by mum Brenda Edwards, the now Loose Women panellist, her £200 Christmas gift helped things really get going - the camera lit the blue touchpaper for SB.TV and there was no stopping him from there.
“It was a frustration of going to school and everyone talking about ‘how do we get our videos on MTV," he explained to PA eight years ago.
“YouTube was like a year old. I was like ‘I’ve got a camera for Christmas, I’m going to start filming people and uploading it’.
“Everyone was looking at me like ‘what are you doing, like you can compete with these major corporations’, but I think I was early enough to believe that I could make a change.
“I think 50% is the talent and 50% is the platform,” he added.
“I try to focus on people that haven’t got the platform. As well as getting a really well-known artist I want to get the up-and-coming ones as well.”
Tributes have flooded in since his management made the tragic announcement.
Mo Gilligan, Adam Deacon, Chelsea FC and the official MOBO Twitter account were among those paying tribute to him.
Funnyman Mo posted on twitter: "A truly humble and blessed soul. Your legacy will live on for years & you’ve inspired a whole generation. Rest easy Jamal Edwards."
The official YouTube account were also offered condolences.
They put: "We’ve lost a legend today. Jamal Edwards was an inspiration to so many, supporting artists and shaping culture through @SBTVonline. Sending our condolences to Jamal’s family & community."
