The Department for Education has today announced the release of “The Calling”, an exclusive new track and music video from grime artist P Money made in collaboration with seven apprentices and SBTV founder, Jamal Edwards MBE.
The project, which forms part of the Department for Education’s wider Fire It Up apprenticeships campaign, is designed to showcase apprentice talent and the diverse range of opportunities that apprenticeships offer, beyond those that might traditionally be associated with this career route.
The production of the track has been supported by apprentices from professions including drone engineering, sound and video production, lighting and hair & make-up. It features grime artist P Money, whose lyrics are inspired by his own experience of starting out in his career and reflect the spark, energy and determination of apprentices. Jamal Edwards is the executive producer for the video, which is produced by Teddy Music.
Three ‘making of’ videos, which show apprentices in action, can be viewed here – the first is about the recording of the track, and features Clara Kheradmandi, a 21-year old broadcast operator apprentice at the BBC. The second shows apprentices working together to promote the track, including 19-year old Shola West, a digital marketing apprentice at Whitehat and 24-year old Tafadzwa Muchenje, a social media apprentice at Channel 4. Nathan Dickson, 21, Associate Network Engineer apprentice at BT, 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.
Gemmaine Walsh, Director of Communications Group, Department for Education says: “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.”
Jamal Edwards MBE says: “There’s still an assumption that you can only do apprenticeships in trades like plumbing and construction. That view really needs to be reversed, and I hope this track and accompanying films will help get the message out there.
“It’s been incredible to be given the creative freedom to produce something like this. I am really excited to be able to be part of this project and work with this talented group of apprentices, share my network, and help fire them up for the future.”