SBTV revives freestyle formats as it marks 20 years since Jamal Edwards’ launch

SBTV is marking 20 years since its launch by bringing back some of its freestyle formats, as the music platform seeks to discover new rappers and preserve the legacy of its founder, Jamal Edwards.

Edwards launched SBTV in 2006, filming friends with a camcorder on the west London estate where he grew up. The online channel helped launch the careers of artists including Dave, Ed Sheeran, Jessie J and Skepta. Edwards died aged 31 in 2022.

His sister, Tanisha Edwards, took over as SBTV’s chief executive after his death. She says the platform can still help emerging artists at a time when algorithms influence what people listen to.

“I know how it feels as an artist and trying to put yourself out there and break through those doors,” she said. She added that it was important to have a platform willing to seek out talent in places that might otherwise be overlooked.

The anniversary will also be marked with a one-off show at London’s O2 next week. Former SBTV artists including Tinie Tempah, Lady Leshurr and Tinchy Stryder are due to perform, alongside acts including Dappy, Headie One and Ms Banks. Proceeds will go to the Jamal Edwards Self Belief Trust.

Rapper Nolay, who says Edwards championed her music and encouraged her to promote it online, described him as a catalyst in her career. She said she welcomed SBTV’s return to the kind of artist-focused platform he had built.