The New Era Tenants' Association of estate residents had been involved in protests over the increase in rents proposed by its new landlord, the U.S.-based investment fund Westbrook Partners.[2] After Russell Brand joined the protests in 2014, footage of his clash with a television reporter at a 10 Downing Street demonstration in Westminster went viral on YouTube, bringing the issue to greater public notice.[3][4][5] A petition raised 350,000 signatures in support of the residents,[6] and Hackney Council became involved in negotiations with Westbrook Partners.[7]