Content360 2023
Mediacorp and BLKJ Havas offer brands a new stage to work with SG buskers

Mediacorp and BLKJ Havas offer brands a new stage to work with SG buskers

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Mediacorp and BLKJ Havas have partnered to offer local buskers a new stage via Buskermercials. This platform enables local buskers to showcase their talents amidst the COVID-19 pandemic and safety measures in place. 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, eCommerce and retail are in line to utilise this platform early next year.

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. MARKETING-INTERACTIVE has reached out to BLKJ Havas for additional information on the partnership.

Toh Dasheng, head, commercial planning and 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," he added.

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.”

This new offering by Mediacorp comes shortly after the media company launched Mediacorp SocialHub in October to allow marketers and media agencies to reach out to credible and relevant local influencers directly. Through the platform, marketers will be able to filter their search by industry, platform, and type of content they require for their campaigns. The platform will also provide the projected reach of each influencer based on historical data, as well as instant live statistics on the campaign's collective reach and reach from each influencer's profile.

In September, Mediacorp also tied up with brand uplift analytics provider Brand Metrics to offer clients brand uplift studies to deliver more comprehensive and value-added ad solutions.

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