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2. CENTRES 2 CENTRES (Creative Entrepreneurship in Schools) project has been funded with support from the European Commission. This publication reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein. www.centres-eu.org Before the action the youngsters organised a public poll with the purpose of choosing most popular pop song to produce a video for. The poll took place on Facebook. As results of the public survey the Teele Viira, Tuuli Rand and ULA song Ring the Alarm was chosen to make the music video. The music video produced by the youngsters was broadcast on the national TV channel ETV2 and stayed in the music charts for 3 weeks. The video has been viewed more than 30 000 times on YouTube and shared 200 times on Facebook. TV interview http://etv2.err.ee/videod/eestitop7/35505947-fcc8-4593-81ac-79abd64a6780 starting 27:01 4. Methodology impact 1. Youngsters respond well to actions, where they can create value in a very short time and on a large scale visible results in a very short time and having a real impact not only in their own network, but on a national level; 2. Youngsters, in the opposite way to perceptions in Estonian society, are ready to take initiative and responsibility for projects they really care about. This means that study activities must be meaningful for them, not just for the aim of fitting a curriculum; 3. Creative industry production process must be learned via practical activities and followed by seminar, where youngsters can analyse what they have done and how they have done it; 4. Youngsters created CI products are a valuable contribution to market diversity and the different client age groups needs satisfaction (Justin Bieber efect). 7. Results assessment According to the feedback of participants Night Music Video action approach is perfect to inspire and empower youngsters to get started, discover creative industries inside life and with people around, take responsibility for the project success. When you learn how a music video is made and at the same time are contributing into this process yourself, it gives way more than listening to yet another boring lecture and taking a test. This definitely motivated me to put more effort into my own business project. Magnus Liir, Night Music Video Action participant. 8. Contact If you would like to get more information about ENTRUM Night Music Video Action method please contact Ms Darja Saar, Entrum Foundation, [email protected] or +372 55656392.