Tailered, corporate rap songs and videos to engage audiences and foster positive engagement accross companies and communities.
Tell us about yourself/your team.
I am originally from Austria, but have grown up predominantly in the UK. I have a 1st Class Masters Degree in Comparative Jurisprudence but have worked in Business Development activities since graduating in 2007. I love music, people and big ideas.
What makes you an intrapreneur? What are the skills, capabilities, and personality traits that make you an intrapreneur?
I am never satisfied with the status quo. I’m always on the hunt to identify and set up collaborative opportunities, I take calculated risks and I have an understanding of how to connect with audiences. I can be a bit cheeky and am gutsy. I love to experiment and take feedback well. I never lose my optimism.
About Your Organization
United Kingdom, LND
Primary country where this project is creating social impact
United Kingdom, LND, London
Additional countries or regions
Can be replicated everywhere
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Select the stage that best applies to your solution
Growth (your pilot is up and running, and starting to expand)
The Need: What social or environmental problem are you trying to solve?
Simply, communication and engagement for employees. Business is people. Without motivated people there is stagnated business. Bringing ideas to life and communicating in a fun and memorable way applies to all industries and causes. This Includes fund raising as well as for commercial purposes.
The Solution: What is your solution? Be specific!
Tailored rap songs and videos. Using the medium of music, we take briefs from clients that wish to communicate specific key messages to target audiences and write a tailored song for the organization to use. This is coupled with a custom video that emphasizes the key points.
The Solution: Why is this solution innovative for your company and industry?
By packaging the key messages into a rap song, it acts as a playful but impactful & engaging "call to action".
The Model: Walk us through a specific example of how your solution makes a difference; include your primary activities.
Recently I took part in a charitable initiative with the "Princes Trust" - in order to raise funding and awareness I decided to create a rap song in tribute along with a video. My offer to potential sponsors was that if they gave me £15 or more, I would include their name in the scrolling tickertape along the bottom of the video. Everyone I spoke to/heard about it were genuinely very interested in this due to its originality. I worked with my network of designers and producers to create a song, write the lyrics and record/edit the footage. I then worked with Accenture's executive, communications and corporate citizenship team to gain formal sign off on the content. The content got superb endorsement and the song is being released to the entire UK/I workforce (~12k) with the aim of helping achieve a £40k sponsorship rate for the cause. Furthermore I am working with the Princes Trust directly to use the song to promote the great work the Trust is doing and our contribution. There are discussions about monetizing the song further via iTunes and radio with proceeds going to the cause. Ultimately the value lies in reaching the relevant target audiences and making an emotional connection to communicate key messages in a memorable way.
The Marketplace: Who are your peers and competitors? Identify others also working to address the needs you are and what differentiates you from them. What challenges could these players pose to your success or growth?
There are many communications, digital and event facilitation companies working with corporate entities, charities and governments. However, there is not a company offering a service such as this. The key differentiation lies in a deep understanding of the client's requirement and an appreciation of the style, desired effect and brand of a specific client then delivering outputs in a highly engaging way. This tailored, KPI focused approach woven with existing client initiatives creates an unprecedented level of engagement. People are fascinated with the "coolness" of rap, but they feel it is an inaccessible world to them. This bridge allows people to have fun, feel young and embrace the messaging. A challenge is getting material signed off. Companies need to be brave.
This Entry is about (Issues)
Founding Story: We want to hear about your "Aha!" moment. Share the story of where and when the founder(s) saw this solution's potential to change the world.
I have always been fascinated by poetry and music. At university I founded a music society (Beats and Bass) where members put on professional nights and radio shows for and by members in an entrepreneurial way. This was hugely successful and profitable (all profits reinvested intp growing the society). The society still thrives today 8 years on. At work, I was running a training course and thought "how can I engage the audience and deliver the key messages?" I decided to write a parody of a well known song whereby I changed the lyrics to deliver my key points. The level of engagement was incredible. I have since performed at many events and created projects against numerous briefs. The response is always overwhelmingly positive. It changes the dynamics of what you are communicating and it is fun and engaging. Also the consultative approach to the brief requires business acumen. My dream is to raise awareness on key issues & inspire people through this medium and develop artists.
What has been the impact of your solution to date?
The impact of this solution is to deliver a message through a new and unique form of communication. The key measure is whether the intended message is being delivered or whether the song creates merely hype. The deliverables in the past have received universal endoresement accross levels and ages. They have informed, increased engagement and generated calculable revenue towards fund raising causes. The impact to businesses is on a commercial and emotional level.
What is your projected impact over the next 1 to 3 years?
Depending on the projects being taken on (there is a very strong pipeline), I believe this will become incredibly popular – and I intend to make it so. Growth areas for the company will include performers, producers, graphics designers etc to meet the demand of our clients. The potential of the social impact is also very large. This medium can be used to create awareness on important issues (every topic in the "key word" section of this application is potentially relevant). I plan to engage young people in rap workshops to foster positive communications and to relay important messaging. These work shops can also be incorporated into corporate projects. The only limit for its application is ones imagination...
What barriers might hinder the success of your project? How do you plan to overcome them?
The main barrier will be getting sign off from branding. I will overcome this by working in a collaborative manner from the outset with the relevant stakeholders to ensure that this is a credit to the brand, not a dis-service. Another challenge I foresee is delivering original material consistently and managing client demand. I plan to overcome this through expectation management and having the highest standards of QA. Getting a clear brief and extracting the value criteria is important to creating the right tone.
What is the benefit or value you're creating for your business?
This is a services business, therefore there is not a large financial outlay. The USP rests on the network of talented music and film producers and the consultative business output focused approach to gathering the "brief" of each project. I am the founder and am currently writing the content (working with an established artist network). The business will work with the community to bring this creative medium into the business environment. I also am working with prospective and current clients to build and deliver against the strong sales pipeline.
How are you leveraging internal resources (funds, time, knowledge, etc.) to support this initiative?
My employer works with 96 of the Fortune 100 companies and there is great support for this initiative both from an internal call to action/fund raising perspective as well as potentially utilizing this with our change management work with clients. I am receiving coaching at a senior level both in terms of content creation and sign off delivery. It will take time to completely integrate the offerings and leverage the corporate citizenship strategy but there is a huge wealth of support and encouragement. People love the original and novel approach to content distribution.
Expand on your answer, explaining the long-term funding and support plan.
Long term this business has a high potential growth trajectory and is entirely self funding through organic growth. The reason for this is that companies, clients and charities already have their own established platforms for distributing content. In addition there is plenty of established media platforms (e.g. YouTube) if the deliverables are to be used externally. This means that Corporate Rap is responsible for the creation of content rather than its hosting. Also, the nature of the work means that demand will drive number of people needed. There are a wealth of community projects, live and corporate initiatives possible and this will involve collaboration with leading organizations to scale as required.
Tell us about your partnerships across your company and externally that are key to your project's success.
The success of the company lies firstly with its human capital (musicians, producers and artists) and secondly with a collaborative partnerial approach to business. Demand for projects comes through word of mouth and an integration with offerings of other companies. This can take many shapes from educational institutions, charities, 3rd party offerings, events and workshop companies amongst many others.
What internal support have you gotten for your project? What kind of push-back have you received?
Bridging original musical with serious underlying messages has received universal appeal and support. Once the initial surprise passes (which is a key part of the strategy), executives have seen an impressive response rate to the communication. This has been accross a wide range of areas,topics and sectors. One push back and challenge is getting global branding sign off. Close collaboration and transparency with these teams is critical to the successful delivery,
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