P Money shines a light on, and inspires, young creatives with this grime banger, "The Calling"; built by Jamal Edwards, Teddy Music and 7 talented apprentices.
The Department for Education formed this partnership with Jamal Edwards, to enhance its Fire It Up apprenticeships campaign. This allowed Jamal Edwards to work alongside seven apprentices to record, produce, and launch this soundtrack and music video, performed by P Money, to celebrate apprenticeships.
"The project is designed to showcase apprentice talent and the diverse range of opportunities that apprenticeships offer, beyond those that might traditionally be associated with this career route."
Recorded and launched by talented young apprentices, the process was documented by SBTV in a three episodes. The first sees Clara Kheradmandi (Broadcast Opperator Apprentice for the BBC) from Ipswich, record the song with P Money and Teddy Music.
Following this, we witness 3 apprentices construct a launch event for the song, alongside promotion and drop drone. This is organised by Croydon's Shola West (Digital Marketing Apprentice for Whitehat), Tafadzwa Muchenje (Social Media Apprentice for Channel 4) is on the social media side, and Suffolk's Nathan Dickson (Associate Network Engineer Apprentice for BT) handles all the drone wizardry.
The final episode presents behind the scenes of award-winning Matthew Walker directing the music video. This is supported by Lilly Hudson (Production Assistant Apprentice for Resource Productions) controlling the logistic, Katie Harvey (Electrical Apprentice for Darke & Taylor) set the lighting, and Kacy Ruff (Hair Professional Apprentice for Toni & Guy) making sure everyone looks presentable.
Teddy takes inspiration from old school grime for this production - turning the bass up and emphasising the drums. P Money dips into his memories for the narrative of the track - how it was starting his career, the journey, the community, the passion, and the motivation. An excellent, positive message and one that hopefully will spark an interest in many young adults. The visuals portray a disturbance generated by mysterious electrical jolts whilst P Money and team construct a take over, seen as a community gather towards the end.