Thursday, November 29, 2007

Showing creativity

Iain Duncan Smith, while Conservative leader, once appeared on the Johnny Vaughan chat show (now cancelled), and was asked if he would every perform rap to get in touch with youth voters; his answer was an enthusiastic yes: he intimated he would try anything! Perhaps luckily we in the UK have not been given the treat of watching politicians trying to rap; John Redwood miming badly to the Welsh National Anthem was damaging enough to his public image.

In Singapore no such problems seem to exist. The Media Development Agency, a conglomerate of the Singapore Broadcasting Authority, the Films and Publications Department, and the Singapore Film Commission (so kind of like a merger of the BBC and BAFTA) have decided they need to promote their creativity to a global audience using a rap song and video. What do you think?

My favourite bit is CEO Yeo Chun Cheng in a superman outfit, but they all look like they are having a good time; but like Boris Yeltsin when he played the spoons alongside a rock band there is something a little incongruous about it. On their website they state that "The raison d'etre of the MDA (so thus the video) is to develop Singapore into a vibrant global city so as to foster a creative economy and connected society". Critics would call it dumbing down and trivialisation; others would call it engaging, creative and memorable; hinting at its success. But who is right?
All together now Yes Yes Y'all We don't stop... and who else could get 'My tasks include internal systems integration HRFIS, PMP to iTRAX' into a rap song - so is this available on iTunes?


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