Mediacorp and BLKJ Havas launch Buskermercials to give street performers a brand(ed) new stage
Singapore, 16 December 2021 – Since the onset of the COVID-19 pandemic and the resultant safety measures, over 350 local buskers have not been able to perform on Singapore’s streets. As champions of local creativity, Singapore’s largest content creator Mediacorp and creative agency BLKJ Havas have joined hands to offer them a new stage: Buskermercials. This platform enables local buskers to showcase their talents once more, while making a living and a name for themselves.
A new format of advertising, Buskermercials rally brands to support local creativity and will feature promotional songs that are composed and performed by local buskers for them. The initiative will kick off this month with a pilot programme fronted by Pizza Hut, where 30-second ad jingles produced for them will be played across Mediacorp’s radio stations. A few more brands in the fields of sustainability, e-commerce and retail are in line to utilise this platform early next year.
Toh Dasheng, Head, Commercial Planning & Solutions, Mediacorp, said: “COVID-19 threw some of Singapore’s most raw, talented musicians not only out of the spotlight, but out of their jobs too. As a strong supporter of local creativity, we think the idea of Buskermercials can be both innovative and practical in solving real issues. Buskermercials are our way of representing an under-represented community, giving them a new way to monetise their talents. We welcome even more buskers to join us.”
Rowena Bhagchandani, CEO and Co-founder, BLKJ Havas, said: “We are thrilled to be working alongside Mediacorp and a slew of partners that believe in the power of local creativity. With this platform, everyone’s a winner: brands get to create cost-effective, entertaining commercials. And buskers once again get to perform, get paid – and get famous.”
Daniel Sid, singer-songwriter and street busker, also added: “This platform truly shows buskers as creators. We love music and COVID-19 has taken such a huge part of our lives and livelihoods away from us. Things have been tough for the last two years. But through this project, it will be nice to live through our music again, with some of our favourite brands!”
Besides having local buskers create original, promotional songs for radio, there are plans to expand the scope of their involvement to include in-store performances, branded content and more. Mediacorp and BLKJ Havas are also looking to bring more brands on board the Buskermercials initiative, with a focus on homegrown businesses.
If you are a busker or work for a brand that’s interested in being a part of this platform, please write to Buskermercials@mediacorp.com.sg
BLKJ Havas Singapore
Chief Executive Officer
About BLKJ Havas
BLKJ Havas is a creative company that engineers marketing moments for brands in culture, entertainment and media. Powered by the global network of Vivendi including Universal Music Group, Gameloft and Havas Media, it prides itself as the un-advertising agency that is made in Singapore, crafted for the world.
Now more than four years in business, the agency is amongst the most awarded and successful in the region. Its strong client roster includes Scoot Airlines, Great Eastern, Republic of Singapore Air Force, Singapore Tourism Board, and the Economic Development Board of Singapore. For more, check out: blkjhavas.agency
About Havas Group
Havas is one of the world’s largest global communications groups. Founded in 1835 in Paris, the Group employs 20,000 people in more than 100 countries and operates through its three business units covering all communication activities. Havas Group’s mission is to make a meaningful difference to brands, businesses and people. To better anticipate client needs, Havas has adopted a fully integrated model through its 60+ Havas Villages around the world. In these Villages, creative, media and healthcare & wellness teams work together, ensuring agility and a seamless experience for clients. We are committed to building a diverse culture where everybody feels they belong, can be themselves, thrive and grow. Havas Group integrated Vivendi in December 2017. Further information about Havas Group is available on the company’s website: havasgroup.com
Mediacorp is Singapore’s national media network and largest content creator. Its purpose is to create engaging and trusted content, as well as to connect communities and inspire people. Mediacorp engages over three million people in Singapore daily across four languages on its digital platforms including meWATCH, meLISTEN and CNA.asia, six TV channels and 11 radio stations. Beyond Singapore, Mediacorp also has a growing international audience through CNA and content distributed across markets.
With a focus on nurturing talent and growing the sector, the company is committed to investing in nation-wide initiatives like Star Search, Anugerah, Yaar Antha Star and SPOP, commissioning a wide variety of work from local content creators, and collaborating with institutes of higher learning. As Singapore’s first local Multi-Channel Network in partnership with YouTube, Mediacorp is also committed to developing a network of digital content creators.
For advertisers, Mediacorp has partnered industry-leading brands like ESPN, Mothership, Popcorn, theAsianparent, VICE, YouTube and 99.co to form the Mediacorp Digital Network in offering more effective content-driven solutions.
Mediacorp is the recipient of industry accolades including New York Festivals, World Media Festivals, PromaxBDA (World and Asia) and Asian Academy Creative Awards.
For more information, please visit mediacorp.sg.