In 2008, we launched Lets Go Crazy, a mass-market dance brand for 16-18 year olds. Lets Go Crazy was built on a strong ethos: credible dance music in mature but safe environments.

All Lets Go Crazy tickets were sold through our supporters, promoting the events through their social networks and in schools.

Lets Go Crazy’s success led to partnerships with global brands and festivals and through this process we turned our group of promoters into a “Physical Network” of 15,000 brand ambassadors spread across the country.

Through these experiences we learnt that the best way to be heard in this new era of connectivity was to add value to the lives of the people who support you, rather than broadcasting messages to people who don’t know who you are. These ideas led to the birth of Youth Army.