What mattered was individuality, skating whatever you could find with your friends and the fun, quirky manoeuvres that would ensue. Earlier video releases from Heroin like 'Live From Antartica' (2005) and 'Magic Sticky Hand' (2006) were tangible, they felt like you were watching your mates rather than something unattainable.

In 2011, Heroin moved distribution over to the USA were it broke into the American market as something new and refreshing. Now sponsoring an international team whilst still keeping true to its UK roots, Heroin's appeal has gone global. In recent years the company released 'Video Nasty' (2013) and 'Bath Salts' (2015) showing off disperse team. Despite its change and growth, Heroin has maintained its punk, rock and roll image, still striving to shine light on the alternative underdog.