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Showing how quickly fortunes can turn, Button says 2013, owing to rain the previous year, was “still quite a good year”.

Musicians and their marketing teams have already taken to the platform too: it's been used by/for Alicia Keys, David Bowie, Green Day, Ellie Goulding and Kendrick Lamar, as well as One Direction and Union J. What they – and Urturn's young users – have caught on to is the potential of the "Your Turn" button on every piece of content created on the service.

They understand that the Your Turn button means it's their turn to express themselves.

The door is hinged to the lower strip and held in position by a turn button on the upper strip.