A true South Yorkshire child, Doncaster-born Jay Baker studied on a media degree at Barnsley College, then travelled North America (where he'd later return), before attending several courses through Rotherham Council – who instead offered him a job teaching the courses in their youth service's multimedia department.

When the funding for that expired, he promptly formed his own community group to successfully raise funds in order to keep activities running, engaging disadvantaged young people in media literacy projects. He made a documentary called Get Over It, about Rotherham's post-industrial struggles, and was also one of the key founding members of Rotherham Open Arts Renaissance (ROAR) before further toiling as a freelance documentarian and moving across the Atlantic, where he premiered his second film Escape from Doncatraz to a standing ovation, and began work on his book Pissing in the Mainstream.

Upon his return to Britain, Baker gained a place on and attended the School for Social Entrepreneurs for nine months, creating SilenceBreaker Media – which focuses on a “triple bottom line” of financial, social and environmental sustainability by collecting and reconditioning technology in order to connect people to internet and multimedia access and share information. With Jane Watkinson, he also co-founded AFC Unity, an association football club focusing on raising the profile of women's soccer while engaging communities, empowering women, and tackling misconceptions.

Jay's most recent quest has been battling the monopolies of high-charging utility companies, and is attempting to offer people a better deal on the one product we all need: utilities. This is also part of his fight for net neutrality that threatens to restrict certain users of the internet, an issue further raised through SilenceBreaker Media. Through that, he has been working on Return to Doncatraz, a crowd-funded guerilla documentary about the rise of fascism in his hometown of Doncaster and the spectre of right-wing ideology across Britain as a whole, released just in time for the 2015 UK general election.

Other more dubious honours include Baker being featured as a “public enemy” on fascist website Redwatch, having numerous songs written about him, being the inspiration for both a five-year long theatre project and the character of a "self-righteous left-wing blogger" in a novel, as well as guesting on BBC breakfast radio shows four times, having a “trading card” made of him at one university, being asked to contribute to the book Dear Entrepreneur: Letters from Those That Have Made it And Are Making It Happen, and becoming the subject of a poem as part of Like a Goat in a Hail Storm, the book by The Artist D – “The Internet’s First Super Star” who Jay considers an inspirational ally, and a great friend who brings this website to life.