Youth Music's remit is to engage children and young people. Often in disadavantaged areas of the country. They do this using a number of initiatives, including digital. Which is where we came in. The challenge has always been how do we encourage children to believe that their interests in music is worth celebrating?

Each year brings greater challenges as young people crave the latest technology and social innovations. With each campaign needing to exceed the last we need to work hard to make every campaign innovative and engaging and the rewards for the user bigger and better.

The first project we created was a social networking site that was administered through schools by teachers. Children were able to blog about their musical experiences and meet others who shared their interests. They could also post video and audio uploads.

We used the same technology to create a couple of competition sites. For the first, children uploaded their own compositions to win time in a recording studio with a producer. The second was a place where they could audition to join a band that then performed at Glastonbury.

The success of these meant that we felt confident in rolling out the concept to the Underage Festival, where winners got to perform at the festival in London's Victoria Park.

Summer 2009, saw the launch of Youth Music Box, a free, interactive musical experience, allowing people of all ages to go along to the Southbank Centre in London and create their own music. Videos of all the performances were then uploaded to the site where users could view and tag their videos and share it with their friends. And those who couldn't make it to London could recreate the experience with the Youth Music online box.

Also in 2009, we developed the Music is Power site to celebrate Youth Music's 10th birthday, which uses neat elements such as Facebook Connect which encourages sharing of uploads and comments with friends..