A video produced by the Singaporean media watchdog has become an unlikely hit on YouTube after its board decided it would be a good idea to dress up in 'bling' outfits, dance around to a hip-hop beat and rap about issues like systems integration, HDTV and licensing.

The 'Senior Management Rap' - produced by the Singapore Media Development Authority (SMDA) - shows a string of executives dancing awkwardly and delivering lyrics like 'They call me CEO, hear me out everyone', whilst peddling messages about Singapore's vibrant media landscape.

In between verses, they all sing the line 'Yes yes y'all, we don't stop. Get connected worldwide rock on."

At one point the organisation's chief information officer, Yeo Chun Cheng, stands astride a building in a Superhuman-style cape, and over a heavy hip-hop beat riffs: "They call me the HDTV guy. My tasks include internal systems integration, HRFIS, PMP to iTrax. Please stay tuned next up is Channel X."

The video has now been watched more than 10,000 times on YouTube, and is being circulated among blogggers, one noting that the SMDA had "definitely succeeded" in "sexing up the Singapore tech scene". "There's nothing as cool as middle aged men in suits rapping," Michael Arrington wrote.

Some lines ring a little hollow. The media director's promise that "We classify media to give you a choice of a content" comes only a couple of months after the authority refused to issue licenses for two artworks that were going to be shown as part of Singapore's third gay pride festival on the grounds that they 'promoted a homosexual lifestyle' and could not be allowed.

A spokesman for the SDMA said that the video was originally intended only for staff and was supposed to show "the lighter side of management", but that the authority had been "amazed" at the response it was receiving from a wider audience.

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