
Self

Self
Self

Self

Self

By the dawn of the 21st century, hip-hop sales had reached an all-time high, but one thing has remained the same. The doors were still locked, and the music industry held the keys. Young artists began to self-market on the Internet, ultimately helping to collapse the music industry as we knew it. It’s Yours explores how it became possible to become a rap star through a Twitter account, YouTube site or Myspace page. It tells this story through the unique perspectives of numerous artists, producers, record industry insiders, and music and cultural critics.

Through ten carefully chosen cover versions that whisk us from the British Invasion to a noughties X Factor final, this film journeys over five decades to track how artists as varied as The Moody Blues, Soft Cell, Puff Daddy and Alexandra Burke have scored number 1s with their retake on someone else's song. Each of the ten classic cover versions has its own particular tale, tied not only into its musical and cultural context but also the personal testimony of the artists, producers and songwriters whose lives were changed in the process.