Sam and Dan Houser were the prep school sons of a London jazz club owner, but their addiction was East Coast rap and America's growing hip-hop movement. Looking to break in, they took jobs at BMG Music, scouting and signing British acts to sub-labels and hunting for ways up the ladder. When a video game division launched in 1993, they jumped to BMG Interactive with big, big plans. If music had a culture, gaming did, too, and the Housers -- with zero development experience between them -- decided that culture was mad, bad, and dangerous to know. Their product would reflect the attitude and sell a lifestyle around it.