Robin Yee founded theurbanwire.com in 2002 after returning with a Masters in New Media from Chicago’s Northwestern University. Under his 14-year leadership, the entertainment and lifestyle e-zine gained prominence through its community work with underprivileged and the youth with the help of local media partners and corporate sponsors including SingTel, Fujitsu and Ngee Ann Kongsi. It mounted a nationwide computer donation drive, an online charity gameshow with participants from 121 schools and launched a mobile phone-based privilege programme for youths that pre-dated Apps. At the height of its popularity, the e-zine clocked 3 million hits in a month and was recognised by Google as a news site.