FE Week is reporting that the government has celebrated nearly tripling the interest in apprenticeships after spending more than £1 million on the release of a grime song as part of its Fire It Up campaign.
FE Week can reveal the unusual partnership between a YouTube entrepreneur, rapper and the Department for Education (DfE) cost £542,009.65 to deliver, with an additional £323,446.42 spent on its partnership with The Guardian newspaper and £215,426.51 with streaming platform Spotify.
Jamal Edwards MBE, the founder of online music platform SBTV, collaborated with artist P Money, producer Teddy Music (aka Silencer) and director Matthew Walker, who previously worked with stars including Skepta, Stormzy and JME, to create the single and shoot the music video.
The partnerships contributed to a 171 per cent increase in the number of users of the apprenticeship website in January to March compared to the same period last year, from 300,380 to 814,991, and a 180 per cent rise in sessions, from 385,998 to 1,079,207.
Read full article here £1m rap collaboration sends apprenticeship site visits soaring
Please tell us your thoughts in comments or via Twitter
Are you a trainee teacher, NQT, teacher, headteacher, parent or just someone who cares about education and has something to get off your chest in a Schools Improvement Guest Post? Follow this link for more details at the bottom of the page.Don’t forget you can sign up to receive our daily email bulletin (around 7am) with all the latest schools news stories. Your details will never be given to anyone else and you can unsubscribe at any stage. Just follow this link.
We now have a Facebook page - please click to like!