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Mediacorp launches inaugural The Pinwheels awards for video content creators in Singapore

Singapore, 15 November 2021 – Content creators based in Singapore are invited to submit their creative videos at the inaugural The Pinwheels, a new award dedicated to celebrating excellence in digital content creation. Organised by Mediacorp with support from YouTube, and sponsored by Singtel, The Pinwheels will recognise the best YouTubers and their video productions in 14 categories, including the coveted Content Creator of the Year award.

Akin to the prestigious global Streamy Awards, The Pinwheels aims to elevate online video content creation and acknowledge the talents in the online creator community, and also signals Mediacorp’s continued commitment to nurturing outstanding talent and growing the local content creating ecosystem.

Inspired by the pinwheel-shaped logo of Mediacorp’s content creator network Bloomr.SG, The Pinwheels marks the next milestone for Mediacorp after it was recently appointed as Singapore’s first official YouTube Multi-Channel Network, following the launch of the Bloomr.SG MCN Accelerator in April this year.

From today till 2359hrs on 12 December 2021, content creators – both experienced and aspiring ones – are welcome to submit their YouTube video entries via in one or more of the following 12 award categories:

1.       Best Food Recipe

2.       Best Beauty & Fashion

3.       Best Lifestyle

4.       Best Comedy/Drama

5.       Best Micro-documentary/Non-fiction

6.       Best Podcast/Commentary

7.       Best Tech/Gaming

8.       Best Collaboration

9.       Most Popular Video

10.   Most Social Good Video

11.   Content of the Year

12.   Most Innovative Video

To qualify for the award, submitted videos must have been produced in Singapore for the Singapore market and uploaded on YouTube between 1 November 2020 and 30 October 2021. Applicants must be Singaporeans or Permanent Residents.

Entries in 10 of the 12 categories listed above will be fully evaluated by a panel of industry professionals, together with a 200-word write-up provided by the video creator describing why he or she thinks it should win (20%), and the judges’ assessment of the technical strengths of an entry, such as its concept and writing, quality of craft and overall experience (80%). The remaining two categories – Most Popular Video and Content of the Year – will be evaluated from a combination of judges’ scoring (50%) and public votes (50%).

In addition, Mediacorp will also curate two special categories – Best Newcomer and Content Creator of the Year. The Best Newcomer award is aimed at recognising the efforts of an up-and-coming creator from the first run of the new Bloomr.SG MCN Accelerator programme, while the prestigious Content Creator of the Year award is dedicated to the creator who has made an important and positive impact within the local YouTube scene in the last two years.

Parminder Singh, Chief Commercial and Digital Officer, Mediacorp, said, “We hope that The Pinwheels will serve to inspire and encourage all video creators in Singapore to continue raising the bar. We already have an abundance of very high-quality work and we see more budding talents emerging. These awards underscore the emphasis Mediacorp places in identifying and nurturing the present and next generation of creative talent. With strong support from the creator community, The Pinwheels is an exciting step towards putting Singapore on the world map of content creation.”

The winners of The Pinwheels will be announced at an awards ceremony on 11 February 2022. For more information, please visit

Media contact

Mark Tan
Communications Specialist
Mediacorp Pte Ltd