Two friends turned a £3,000 garage investment into a £27 million audio business, and now they are chasing a world record to prove it. Their story is one of ten featured in Rising Stars by Amazon Ads, a documentary series spotlighting small businesses across Europe.
From frustration to a £27 million brand
PJ Scott and Eddie Latham, co-founders of Majority, started the company after growing tired of corporate life. The name reflects their mission: audio products for the majority, not just a niche market. What began in Cambridge with a single product has since expanded into a full range of speakers, soundbars, and radios.
“We felt frustrated with corporate life, and we wanted to start a business,” Latham said. The product was ready, but they needed a way to reach customers. That’s where Amazon Ads came in.
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In their first year using Sponsored Products, Majority’s revenue grew by 25%. The ads placed their audio gear in front of shoppers already searching for speakers and radios, turning curiosity into sales. By 2025, the company had adopted a full-funnel strategy, combining video ads, analytics tools, and a dedicated Brand Store to showcase their entire product line.
A world record attempt to fuel growth
Majority’s next move is a gamble on visibility. During halftime at a Cambridge United match, the company will attempt a world record with 1,500 speakers blasting in unison. The stunt isn’t just for spectacle—it’s a calculated play to generate content for future ad campaigns, including Prime Video spots.
“We’re going to use this one moment to create months, maybe even years’ worth of content,” said Ray Roshid, head of commercial operations. The footage will feed into a broader push for brand awareness, with the goal of making Majority a household name in audio products by 2026.
Rosie Jones, head of brand marketing, called it a turning point. “We want people to have Majority front of mind when they’re looking for their next audio product.”
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For small businesses, the pressure to stand out is constant. Majority’s approach—leveraging a single, high-profile moment to fuel long-term growth—reflects a shift in how digital-first brands think about marketing. It’s no longer just about selling a product; it’s about creating an experience that sticks in the minds of consumers, even if the initial investment feels like a leap of faith.
The world record attempt is more than a publicity stunt. It’s a test of whether a small business can compete with established brands by turning ambition into a spectacle. If it works, the footage will become the backbone of Majority’s next ad campaign, pushing the brand into living rooms across Europe. If it doesn’t, the company will still have a story to tell—one of risk, creativity, and the willingness to try something bold.
The Rising Stars series, now in its third season, follows entrepreneurs across Europe as they handle challenges as diverse as their businesses. For Majority, the next chapter is about proving that a garage-born idea can become a brand people remember. The world record attempt will air in their full episode, available now.
