For all the work and money spent on promoting Shepparton to Australia and the world in the past 12 months, it might be a catchy, lo-fi, hip-hop video that sticks in people’s minds.
Anyone on social media in the past few days has probably seen Matt Macgill’s popular video about his home town.
The 23-year-old Shepparton native clearly had his tongue firmly in his cheek when he penned the rap song about the town in which he grew up.
With lines about SPC baked beans, waiting for chips at Dunkirk Ave and drinking vodka with Mr D, it is full of references that will bring a smile to the face of anyone who has ever called Shepparton home.
Mr Macgill shot the video with his brother and sister on a non-existent budget, and as he told The News, he had no idea it would take off the way it did.
On the weekend the quirky clip spread like wildfire as it was picked up by national pop culture website Pedestrian, and later by international social media news site Mashable.
On Mashable the video was described as the ‘‘rapping ode to a country town that will make you want to move to rural Australia’’.
The video was one of the entrants of the annual #Shepproud video contest, which encourages young Sheppartonians to make a short film about why they are proud of their home town.
The song is memorable because it captures the spirit of what it is like to live in our part of regional Australia, from the in-jokes, the people, the interesting landmarks (including the real cows and fake cows) and the laid-back attitude that makes our city great.
A few people interpreted the video as a slight dig from the filmmaker at his home town that portrays it as a boring place.
But most people viewed it as a lighthearted look at a place in regional Australia that is comfortable embracing its diversity and not ignoring its flaws.
The Greater Shepparton City Council spent a lot of money last year on a very different video to promote the town, but one that also portrayed us in a very positive light.
The Great Things Happen Here campaign aired nationally and with glossy production videos and had a very clear message — it is a good idea to do business in Shepparton.
The video had its fair share of its critics, but it did a good job of selling the city.
Mr Macgill’s video shows the other side of Shepparton, but one that is equally important — the people.
He told The News that he always tells people wherever he goes the name of the town he is from, and even when he was travelling in Germany he managed to meet a few people who had connections to the city.
The video shows a city that is laid-back, diverse, multicultural, optimistic, proud, but not too proud to poke fun at itself.
For that, it might have captured the thing that makes Shepparton a great place to live — the people.