Music Matters was a campaign created by Island Records to rail against illegal music downloads. Part of the series was a moving image piece in which Tinchy Strider sings the praises of Jay-Z. We followed his musical journey through New York and the building of Jay-Z’s huge empire. Likewise, Florence Welch talks about the inspirational Janis Joplin and the part she played in her career. Aesthetically, it was gritty in style and used rough photocopied textures set against bright spot colours.