Prince Andrew has joined pop royalty Will.i.am in a bid to train up one million young people across the UK with cutting-edge technology skills.
The Duke of York is behind the iDEA (inspiring Digital Enterprise Award) initiative which aims to equip youths with digital skills such as coding, computing and marketing that would allow them to launch their own business.
He was joined by the Black Eyed Peas singer Will.i.am, who said that it was an "honour" to be a part of the scheme.
It has also won the support of a number of celebrities including the supermodel Lily Cole.
The project, which was launched together with the tech group Nominet, will especially target people from disadvantaged backgrounds.
It will work with a number of business and educational partners to offer training and support to participants aged 16 to 25 and help them to develop their own business plans.
The project will give also 20 teams of young people the opportunity to pitch their ideas for a digital business to a panel of business people for a chance to become one of three groups of finalists awarded £15,000 to launch their own start-up.