Susanna Reid and Richard Madeley have led Good Morning Britain's tribute to Jamal Edwards.
The SB.TV founder - who has tragically died at the age of 31 - was remembered on the ITV morning show today, as presenters Susanna and Richard paid tribute to the music mogul and had his mother, Loose Women star Brenda Edwards, in their thoughts.
Vick Hope appeared on the ITV breakfast show this morning as entertainment correspondent as she shared with viewers all of Jamal's incredible successes in the past three decades.
She, herself, was nearly in tears as she paid tribute to the late music mogul.
"SB.TV became a landmark in British music and became a multi-million pound media platform, giving a jump start to dozens of stars including Ed Sheeran, Dave and Jessie J," she shared.
"SB.TV's growth didn't go unnoticed with Sir Richard Branson and he got in touch to name Jamal a Virgin Media pioneer. In 2014, Jamal's efforts were again recognised with an MBE for his services to music and he later went on to become an ambassador for The Prince's Trust, a youth charity run by the Prince of Wales which helps young people to start their own businesses."
She added: "Tributes from performers across the board have been pouring in overnight."
Tributes have flooded in for Jamal including from BRITs host Mo Gilligan and Brenda's Loose Women co-star Denise Welch.
"I just want to send my deepest deepest condolences to Jamal's mum Brenda, who we all know and love here at ITV," Vick added.
"He was such a pioneer, and such a brilliant mind, and above all, just one of the kindest and most positive energies you could meet. He really lifted the voices of others and he will be so missed."
As Susanna added in a sweet tribute: "You're absolutely right, his mum - our hearts go out to her and his family and all of those devastated by his loss. It's a terrible, terrible loss."
On the screen, viewers were shown a mural of Jamal, as Richard could be heard saying: "Just 31, it's terrible, it's terrible."
