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Creative Department For Education Creative Works

Department for Education drops grime record to showcase the power of apprenticeships


By Imogen Watson, Senior reporter

January 24, 2020 | 3 min read

To show it's down with the kids, the Department for Education (DfE) has linked up with SB.TV and grime artist P Money to release an exclusive track - 'The Calling' - that enlists the help of seven apprentices.

P Money - The Calling

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.

Created by M&C Saatchi, 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.

Alongside the music video, there are three 'making of' videos that show the apprentices in action.

One video features Clara Kheradmandi, a 21-year old broadcast operator apprentice at the BBC. The second 'making of' video shows the seven apprentices working together to promote the track. It included 19-year-old Shola West, a digital marketing apprentice at Whitehat and 24-year-old Tafadzwa Muchenje, a social media apprentice at Channel 4. A 21-year-old associate network apprentice at BT called Nathan Dickson built and configured the drone to drop a preview of the track at a launch party at Wilberforce College in Hull.

The third episode shows the making of the music video and features 21-year old production assistant apprentice Lilly Hudson, 18-year old electrical apprentice Katie Harvey and 18-year old hair professional apprentice, Kacy Ruff.

Discussing the launch of the campaign, Gemmaine Walsh, director of communications group, DfE said: “Jamal’s success building SBTV into one of the UK’s most well-known music brands shows what can be achieved when you follow your passion and choose a path different from the norm. His authenticity will resonate with both young people and business owners in helping us engage with some of the people that we really want to talk to.

“This partnership will prove invaluable as we aim to show the breadth of opportunities apprenticeships can offer to everyone in the UK.”

`The Calling by m&c saatchi

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