Rappers began their invasion of the music scene in the 1970s. Since the 1980s till now, rap & hip hop has evolved into a culture of its own and has spread internationally to become a global phenomenon. Today, it’s not surprising for Asian music consist of the hip hop beats or a rap in it.
The advent of social media in Singapore is just as similar. From a primary school student to a senior with grey hair, blogs are created and lives are shared. Online streaming video, (in the likes of Youtube) came along, sparking creative ways of sharing information, from mindless fun to business messages targeting at specific audiences that evoke the audio and visual sensory.
The spread of social media has never been faster and more intense….
Government Agencies want a piece of the pie
- Singapore Government agencies have always owned the perception of being traditional, conservative and careful
- However, there have been much initiative by the local government to explore social media as a means to ‘keep up with times’
- In 2007, Post 1965 Members of Parliament did a Hip Hop act during Chingay (a street procession in celebration of Chinese New Year).
o Although there was much criticism, they stood up to it.
- Later in the year, NDP 2007 (National Day Parade Celebrations – Singapore’s Independence Day) can be seen on more than 15 different views via the website. Singaporeans can even leave messages on tag boards to wish the nation Happy Birthday!
Social media for Government-people communications
- Many government tenders for communications include a segment for the use of social media as a means of communications.
- Post 1965 Members of Parliament joined hands to set up a blog to share their insights and speeches made. Ministers, such as Foreign Minister George Yeo, join in the fun with interesting blog entries sharing their interaction with stakeholders during their jobs.
- Facebook communities set up for governmental campaigns (eg. Singapore DesignFestival 2007).
Senior Government Officials lead the pact
- Ministers and Members of Parliament on giving a speech on video is nothing new
- Senior government officials, CEO of statuary boards doing a rap on youtube is
- CEO of Singapore’s MDA (Media Development Authority) led his team of senior officials in doing a rap as their corporate video, introducing their own roles in the organization called “Yes Yes Ya’ll… We don’t stop… Get Creative, can do. Rock On!” Check it out.
- Is this the new wave of corporate videos?
Que Sara Sara – The future’s defined by me
- Do corporations have the guts to follow? Take a dive and allow social media in as one of the channels to communicate. It’s the new communications landscape.
- The government is waking up to this mode of communications. Perhaps, corporations should follow suit too?
“Yes Yes Ya’ll.. We don’t Stop.. Get Creative, can do. Rock On!” - Embrace social media; be up for criticisms and perhaps, it might lead to an interesting future.
- Kevyn Eng, NGT Contributor for FH Singapore
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