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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 13 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.       Best Newcomer

10.   Most Popular Video

11.   Most Social Good Video

12.   Content of the Year

13.   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 11 of the 13 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 nominees for a special Content Creator of the Year category. 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.

Please refer to Annex A for descriptions of all 14 award categories.

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

About Mediacorp

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, 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 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

Annex A – The Pinwheels award categories

Best Beauty and Fashion Video


From makeup and hair tutorials to fashion styling, there is always something special for your fandom. Beauty and fashion enthusiasts look up to you to learn tips, hear reviews and receive advice online.


Best Collaboration Video


Sometimes, two is better than one. Whether it is for a guest episode or branded content, collaboration increases productivity and ignites creative sparks.


Best Comedy / Drama Video


Laughter is the best medicine and people often watch your content to turn that frown upside down. Sign up if your YouTube channel made it to almost everyone’s LOL list!


Best Food Recipe Video


As a “makan” nation, Singaporeans either queue up for hours to get what they want or create their own recipes to share with foodies. A good recipe video inspires people to come up with more creative ideas in the kitchen and provides absolute entertainment online.


Best Lifestyle Video


You navigate everyday life / areas of interest and share thoughts with the online audiences. Through these vlogs they not only get to know you more and better, you get a kick out of forming connections.


Best Micro-Documentary / Non-Fiction Video


Micro-documentaries often bring attention to stories or viewpoints on topics that are not often covered or discussed. Reality unfolds as viewers get to know the characters and their lives behind the scenes.


Best Podcast / Commentary Video


You are the go-to for clear, honest and unbiased perspectives, addressing trends and developments happening around the world. People love to hear from you.


Most Social Good Video


It takes courage and compassion to speak out on sensitive social facts / issues. In times of uncertainty, making the world a better place for all to live in becomes increasingly important.


Most Innovative Video


Instead of using ‘’tested and proven” content formats, you thrive on creating extraordinary ones that rise above the noise to connect and build a loyal community. Swag!


Best Tech / Gaming Video


Technology and gaming have grown tremendously in popularity in this day and age. Quality content matters and you give your all always and forever - be it reviews, news, listicles, interviews etc.


Best Newcomer Video


We want to honour the efforts of someone who is new to content creation but has hit the ground running. Find out who.


Content of the Year ^


There is always more than what meets the eye. Research, content strategy, technical capabilities and storytelling skills are crucial to create a killer video, apart from luck and timing.


Most Popular Video ^


Like social media, video content is highly effective in gaining popularity. To be well-known, there is something magical in yours that makes viewers stick around and look forward to the next release.


Content Creator of the Year *


Dedicated to the one who has made an important and positive impact within the local YouTube scene in 2020 / 21. Only the best for the fans, we hear you.


^ open for public voting
*not open for public submissions