MITF and melanoma: SOX10 is a lineage‐specific transcription factor that strongly activates the MITF promoter (Bondurand et al., 2000; Lee et al., 2000; Potterf et al., 2000; Verastegui et al., 2000), and is crucial for MITF expression; accordingly, it is required for melanoma cell survival (Shakhova et al., 2012).