`The Calling by M&C Saatchi
To show its down with the kids, the Department for Education (DfE) has linked up with SB.TV and grime artist P Money on an exclusive track - 'The Calling' - that enlists the help of seven apprentices.
The campaign is set up to extend the reach of DfE's wider 'Fire It Up' apprenticeship campaign, designed to promote apprenticeships among young people, parents and employees.
The project is part of a partnership with Jamal Edwards MBE, the founder of SB.TV. Now going into its 13th year, SB.TV is a YouTube channel that undercut the music industry, and emboldened a generation of black British artists.
To showcase apprentice talent, the track and music video was supported by seven apprentices, covering drone engineering, sound and video production, lighting and hair and makeup.
Considering the nature of the project, in the track, P Money spits bars inspired by his own experience of starting out in his career, reflecting the spark, energy and determination of apprentices. The song can be streamed on Spotify, and the music video has been uploaded on SB.TV's YouTube channel.