MDA Clip Generates Chatter

SINGAPORE, November 29: A
four-minute corporate video with senior executives from the Media Development
Authority of Singapore (MDA) rapping about the organization’s activities, which
has been viewed more than 100,000 times on YouTube, was a lead topic of conversation
in Singapore at the ATF this week.

“Have you seen the MDA rap
video?” has been uttered quite a few times over the past two days, with the
clip generating mixed reviews. Developed initially as an internal video to
disseminate the MDA’s key objectives and project a more relaxed image of senior
management to the organization’s staff, the clip was eventually made public on
the MDA website and has since been posted several times on YouTube. According
to local reports, it even cracked the top 20 of the global Video Viral Chart
that ranks the popularity of online clips.

In the video, senior MDA
executives are shown dancing and pointing their hands in traditional hip-hop
gestures as they rap about the organization’s activities, with the chorus “Yes,
yes, y’all, we don’t stop, get creative, can do, rock on! Yes, yes, y’all, we
don’t stop, get connected worldwide, rock on!”

The video has generated
numerous local headlines, and many in the media industry here have found the
video to be chuckle worthy. Some have hailed the government organization’s
efforts to project a hipper image, others have been less impressed. Comments
posted on YouTube include “a disaster of epic proportions,” and “embarrassing,”
as well as “these guys are doing something different!” and “something new and
fresh.” The MDA appears to be taking the criticism in stride—the video is
still on the website, and MDA corporate communications chief Cassandra Tay told
the local Straits Times “We
hope it has raised greater awareness for Singapore's media industry.”

Meanwhile, the clip has
already spawned a parody, named MDArena, featuring cover art of video games and
movies like Clockwork Orange
that have been banned in Singapore.

—By Mansha Daswani