Sony PlayStation2 is targeting the emerging generation of DIY music pioneers, from bedroom DJs and producers to pirate radio and independent label founders, with a website and viral campaign to increase awareness of its music-making software. The campaign, developed by youth marketing and research specialist Ramp Industry, has been sent out to the target audience of young people aged 13 to 20 years old, who are too young to have been part of rave culture in the 90s and who are disillusioned by rock's current dominance. They are identified as being part of a culture that are technically savvy and consider pirate radio as their media of choice. The email provocatively reads: "Dance music is dead. Dance music has never been more alive." It drives people to Noise Up the Suburbs, an interactive website where visitors can vote for their top 10 DIY tracks -- from classics like Africa Bambaata's 'Planet Rock' and A Guy Called Gerald's 'Voodoo Ray' to Mercury Music Prize winner Dizzee Rascal's 'I Luv U', as well as create tracks online and chat in a forum. Visitors who vote in the poll are entered into a prize draw to win a limited-edition PS2. The viral element of the project has been created by encouraging those who have produced a track on the site to email it to their friends and urge them to do the same. The site also carries interviews with artists such as Audio Bullys, The Streets, Dizzee Rascal, Freelance Hellraiser and Radio Slave, along with guides to abuse of technology and creating the latest sounds, and the history of bootleg and DIY music making, combined with gaming culture, will be explored. "Noise Up the Suburbs has been produced to recognise the growing trend of home-based music production," PlayStation2's sponsorship manager Carl Christopher said. "There is a generation of music makers whose production techniques has been formed by PlayStation music software and other non-traditional music production tools. The whole project is devised to document the cultural heritage of UK DIY production highlighting some of the most exciting and groundbreaking music in the UK, which has come from non-traditional entry points." A short film has been produced to highlight elements of the website, and will be shown at clubs such as Cargo in London at nights like For Your Pleasure, Champion Sound and Live & Direct; at The Boutique in Brighton, Glasgow, London and Sheffield; and at Sankey's Soap in Manchester http://www.noiseupthesuburbs.com/ via dancefrontdoor.co.uk