Although his mother wanted him to pursue drama and acting, Jamal knew from a young age that he wanted to be involved in the music industry. At the age of 15, he was given a video camera. He started filming his friends and posting the videos online, which led to him launching his YouTube channel, SBTV. The channel helped launch the careers of rappers such as Stormzy, Skepta and Dave, as well as pop stars like Ed Sheeran and Jessie J. Jamal also designed a line of headwear, wrote a hugely popular book, and founded a grassroots youth centre project.

The Prince’s Trust charity chose him as their ambassador in 2013, and in 2015, Queen Elizabeth II awarded Jamal an MBE for his contributions to music. Raising awareness around mental health was very important to Jamal, and he wrote a column that discussed the issue online. His book Self Belief: The Vision: How To Be A Success On Your Own Terms was a best seller. He was a huge inspiration to others and encouraged people to chase big dreams and express themselves how they want.