£1m rap collaboration sends apprenticeship site visits soaring

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.

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