Jamal Edwards founded SBTV in 2007 by filming rap freestyles with aÂ handycam, which he would then upload to his YouTube account. For the first three years Edwards acted alone to provide amateur footage regarding many BritishÂ grimeÂ artists, such asÂ Dizzee Rascal,Â Wiley,Â ChipmunkÂ andÂ Tinchy Stryder.Â As the channel began to attract more attention, it also began offering lifestyle interviews and event coverage, and a production team of ten inexperienced people was established. Recently, the company has cited its aim to become a more 'diverse youth lifestyle broadcaster,' incorporating more genres of music.Â This has been seen in the inclusion ofÂ acousticÂ artists such asÂ Ed Sheeran. In February 2011, SB.TV launched their own music labelÂ Just JamÂ (an imprint ofÂ Sony RCA) and recently announced their first signing as east LondonÂ MC, Maxsta. In August 2011, the company's founder was seen starring in aÂ Google ChromeÂ advertisement, which tracked the emergence of SB.TV as one of the UK's rising youth broadcasters.