Dept for Education joins forces with SBTV and P Money to promote apprenticeships

Josh Peachey's picture
by Josh Peachey

The Department for Education has announced the release of “The Calling”, a 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 was developed in partnership with M&C Saatchi, forms part of the Department for Education’s wider Fire It Up apprenticeships campaign. 

The campaign, which involves having apprentices help create the music video, is designed to showcase apprentice talent and the diverse range of opportunities that apprenticeships offer, beyond "plumbing and construction."

Apprentices of drone engineering, sound and video production, lighting and hair & make-up all helped out on grime artist P Money's music video. 

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 MBE, Founder of SBTV, was the executive producer for the video, which is produced by Teddy Music.

Jamal said: “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.”

Three ‘making of’ videos, which show apprentices in action, can be viewed on YouTube.

Gemmaine Walsh, Director of Communications Group, Department for Education, said: “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.”