In terms of unusual musical collaborations, it’s right up there with Jay-Z and Coldplay or Ozzy Osbourne and Miss Piggy. Rising star of the urban grime scene, Ghetts, has paired up with the Office for National Statistics (ONS) on a track urging young people to the complete the census form.
In a move that paves the way for Tinchy Stryder to hang out with MPs (oops, hang on – he already did) or Tinie Tempah to flex his lyrical muscle on behalf of the Electoral Commission (TBC), 25-year-old rapper Ghetts is calling on people to stand up and be counted on, Invisible, released this week.
On a serious note, however, the release of Invisible is part of a much-needed campaign that sees Ghetts (formerly known as Ghetto, real name Justin Regikala Clarke Samuel) encouraging young black people, to participate in the 2011 Census.
Ghetts’ reasons for taking part are simple and admirable; he feels the needs and interests of young people in the UK are ignored and that reaching them through music is one way of making sure they take part in the 2011 Census: “The point is that young people are the future. We’ve got to take every opportunity to get our views across so that we get the sort of communities that we want for our own kids. The census gives us a chance to shape the future of our neighbourhoods. It’s time to stand up and be counted.”
Ghetts involvement is a way for the powers that be to reach those they assume are ‘hard to reach’: “Young people can feel that they can’t influence the future, but with the help of Ghetts we can encourage them to take one step towards making a real contribution to their communities,” sas ONS head of stakeholder communications Helen Bray.
The slick production and marketing is as impressive as the message, which lends the whole project an air of credibility. As yet, it’s too early to see if it captures the attention of its target audience, or with how much cynicism the singer’s young fans will greet the track. But anything that can capture the attention of disinterested young people is welcome. Talking to an unemployed teenager from Hackney, east London, at a recent event, I asked her if she was cynical about the big society concept and she replied she had no idea what it meant (although this could just say more about the woolly nature of the concept than the teenager’s lack of knowledge).
In a break from usual pr form for a government agency, the track was launched at a school in Newham, east London and is getting airplay on radio stations with black listeners, such as BBC 1Xtra and pirate radio stations.
It’s the same tactic that led Def Jam records founder and hip hop impresario Russell Simmons to tackle election apathy among black Americans and and get involved in voter registration campaigns in the states (judging by the midterm results, it’s debatable as to how far his message got through).
Invisible explains that people need to fill in and return the census questionnaire to make sure local and national authorities know where services such as transport, housing, hospitals, schools, community centres and libraries are needed for the future. Ghetts raps: “Just remember this; if minorities don’t fill in the forms what’s the point in living in Britain at all? There ain’t nothing worse than being invisible but we can change that, ASAP.”
The census is carried out every 10 years by the ONS and helps government allocate resources to the areas that need them the most. On March 27 next year, 25m households in England and Wales will get a questionnaire through the post or by hand.
And now, in a gratuitously playful exercise not intended to detract from the message above, here are some tracks that might appear on Now That’s What I Call Census! Anyone got any others?
Nobody home – Pink Floyd
Where the streets have no name – U2
Across 110th Street – Bobby Womack
Say my name – Destiny’s Child
My name is – Eminem
Is there anybody out there – Pink Floyd
Who are You- The Who
That’s not my name – The Ting Tings