Singaporean Officials Rap to Fame on YouTube
A lighthearted rap video produced by the Media Development Authority of Singapore (MDA) has attracted tens of thousands of viewers on YouTube, turning the four-minute clip into a viral hit and leaving many bemused by what they saw.
The video, called the MDA Senior Management Rap, showcases the rapping talents of top MDA officials, including Christopher Chia, the organization's CEO, as they lay out their vision for the future of Singapore's media industry. But with awkward rhymes and lines like, "Nothing but the best service for our customers; Fees and fines, we make it all the easier," the video is guaranteed to set the eyes of any hip-hop fan rolling.
The MDA oversees Singapore's media industry, including film and television, and aims to put the country "at the forefront of the media age," according to the organization's Web site.
The MDA Senior Management Rap video was produced earlier this year and intended originally for MDA staffers at an internal conference. Following an enthusiastic response from the staff, the video became public when it was distributed as part of MDA's annual report and posted on the organization's Web site.
Viewer reaction varied, with many less than impressed by the video. "This is truly traumatic to watch. I'm scarred for life," wrote a YouTube viewer with the username lovies05.
Others laughed: "This is the single funniest thing I've ever seen," rory09 wrote.
But some gave MDA officials credit for trying something different. "I actually quite enjoyed this ... much better than a boring corporate video," wrote YouTube user phantasticphor.
MDA officials said they were pleased to see the video getting so much attention and generating discussion about Singapore's media industry.
"When you try new ways to communicate, it is understandable that there will be people who appreciate your efforts and those who do not," said Chia Pei Siang, an MDA spokeswoman, in an e-mail response to questions. "This comes with experimentation and breaking new ground."