A FOUR-MINUTE video showing the head honchos of the Media Development Authority rapping while selling its message to get Singapore creative and connected has got some media industry players tickled and others bewildered.
While some laud its effort to reach out, others say the video is forced and makes the civil servants look even a little silly.
Called the MDA Senior Management Rap, it was featured in the MDA's interactive annual report 2006/7 released last month. The video is now available on the MDA website.
The report comes in a thumbdrive which includes its annual corporate review in video and an interactive showcase of MDA's services.
In a video attachment, CEO Christopher Chia, who is wearing a suit, is seen dancing and rapping to phrases like 'They call me CEO, hear me out everyone'.
Deputy CEO Michael Yap goes one better. Dressed in hip-hop gear of sunglasses, cap tweaked backwards, 'bling' necklace and baggy clothes, his lines include 'experimentation is my cup of tea'.
It also features Ms Amy Chua, director of media content, who was ironically parodied in a 2004 short film made by film director Royston Tan in which there was a similar song and dance routine.
The video was produced by local production house Threesixzero Productions. It enlisted director Daniel Stevenson from Australia and the music was written by local composer Bernard Teo. The lyrics were a collaboration between songwriter Mohd Sharin and MDA officers.
Media industry players who have seen the video are still wondering why it was made.
Film-maker Wee Li Lin, 33, felt that most of those featured didn't look comfortable. But MDA's assistant chief executive for industry development Seto Lok Yin 'looked kind of cute' because 'he's got a very friendly face and he actually looks like he's enjoying himself'.
MDA was clearly trying to reach out with the rap, she said, but added: 'Obviously actions have to speak louder than words. I don't know if this will really change the industry besides making Mr Seto look like a credible rapper.'
Film director Kelvin Sng, 33, said: 'I wouldn't say it's the most creative video I've seen but I would like to applaud MDA for going all out to spread its mission and objectives to the public.'
It was 'marvellous and amazing' to see them 'letting their hair down' although 'some came across as quite stiff'.
Film-maker Eng Tiong, 34, said that he was surprised to see Mr Man Shu Sum, director of broadcast and film development, rapping. 'I was wondering how I was going to keep a straight face when I face him the next time.'
While the effort was good, it was clear some of the performers weren't comfortable or enjoying themselves, he said. It would have been better if some hadn't worn suits. 'They want to be casual and funky yet at the same time they are portraying a government body image.'
Ms Gillian Tan, regional marketing manager of record company EMI Music, said it was not very clear what the message of the video was.
'It's also not clear why they are using MDA's top management. It seems that their jobs just got tougher. After all, they are not professional and some of their movements are a bit odd. The concept has some merit but the final product feels rough around the edges.'
Of the video, The Business Times reported director of communications Cassandra Tay, who is also featured, as saying: 'MDA is in the media business where creativity is highly valued.'
'That's why we illustrated our vision of a global media city with a rap video. It's our way of walking the talk. Through this production, we also hope to showcase the capability of the local media,' she said.
Mr Alan Lim, Threesixzero Productions' business development director, said there were no problems directing the 'rappers'.
'They just needed a little coaching to uncover their hidden talents, and more importantly, they had fun.'
