Philippines
Hip-hop has always been one of the biggest and most vibrant genres in the Philippines. For decades, the Filipino hip-hop scene has been home to some of the country’s most riveting and innovative acts, unafraid to challenge norms and determined to tell their stories their own way.
These days, hip-hop continues to evolve and expand faster than any other genre in Filipino music history. From rising to the top of music charts and gaining instant virality to molding youth culture, it’s time to bring Filipino hip-hop from the streets to the rest of the world.
This April, Billboard Philippines unveiled their first-ever Hip-Hop issue, featuring eight cover stars that have been changing and reinventing local hip-hop in their own distinct ways. Made up of O Side Mafia, Hev Abi, Tus Brothers, Zae, Felip, Illest Morena, Playertwo and Hellmerry, this is Billboard Philippines’ Hip-Hop Class of 2024.
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Zae performing “Edi Wag” in February 2024 at the Billboard Philippines studio in Pasig City, Philippines.
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Throughout this month, the Hip-Hop Class of 2024 recently took center stage as they delve deep into the struggles and successes of Filipino hip-hop.
In Billboard Philippines Volumes, the eight artists walk audiences through their start in the hip-hop scene and look ahead with their aspirations for the genre and themselves, as they look to take over the global stage.
As Al Tus puts it: “Hindi mo mapipigilan. Maririnig talaga tayo ng buong mundo.” [You can’t stop it. Everyone in the world is going to hear us.]
Zae performing “Edi Wag” in February 2024 at the Billboard Philippines studio in Pasig City, Philippines.
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As a culmination of Billboard Philippines’ Hip-Hop issue, O Side Mafia, Hev Abi, Tus Brothers, Zae, Felip, Illest Morena, Playertwo and Hellmerry star in a special episode of Billboard Philippines Studios, during which they showcase the true power of Filipino hip-hop.
O Side Mafia — which includes Costa Cashman, Gee Exclsv and Madman Stan — opened the episode with their chart-topping single “GET LOW.” Following them are Al Tus and RudyRude, who make up the hard-core trap duo Tus Brothers, performing “RUN,” and then, Felip — also known as Ken of SB19 — with his commanding voice shined with his performance of “ROCKSTA.” Nearing the first half of the episode, the fierce Zae takes to the stage with “Edi Wag.”
RudyRude and Al Tus of Tus Brothers performing “RUN” in February 2024 at the Billboard Philippines studio in Pasig City, Philippines.
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Hellmerry then takes the floor with his booming performance of “Thai Freestyle,” followed by Ivo Impresso, Luke April and Wave P of Playertwo turning up the party with “Shower Music.” Closing out the show is versatile Illest Morena with “Faded (Raw)” and viral hip-hop star Hev Abi with “Alam Mo Ba Girl.”
Hev Abi performing “Alam Mo Ba Girl” in February 2024 at the Billboard Philippines studio in Pasig City, Philippines.
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Watch the Billboard Philippines Studios performances below:
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Sarah Geronimo, Regine Velasquez-Alcasid, Moira and more Filipina music icons were given the spotlight at Billboard Philippines’ first-ever Women In Music event, held on Friday (March 22) at Samsung Hall in SM Aura, Taguig City.The evening marked the first-ever Women In Music event held in the Philippines, after Billboard Philippines officially launched in the country in October 2023. Following in the tradition of the Billboard Women In Music event held annually since 2007, Billboard Philippines will recognize and honor notable women in the Philippine music industry every year as well.
The event was hosted by actress, singer and entertainer Jolina Magdangal, who commenced the festivities shortly after welcoming remarks by Billboard Philippines Publisher Anne Bernisca and a three-song set by acclaimed pop-rock artist Barbie Almalbis.
The first two awards to be given out that evening were both fan-voted, with Belle Mariano winning the Listeners’ Choice award for her song “Bugambilya,” and Morissette bringing home the People’s Choice award. All the awards given out that evening were presented by men in the music industry, to highlight the mutual respect, support and admiration among genders in the Philippine music scene.
Young indie artist Zild went onstage to introduce his friend and peer Ena Mori, whose boundary-pushing pop earned her this year’s Rule Breaker award. The 2023 SXSW Festival performer then gave a compelling rendition of her new single “Heartache Generation,” giving the audience a taste of her offbeat-yet-catchy sound.
Afterward, the P-pop fans in the audience were thrilled by the presence of SB19’s Stell, who then introduced the recipients of the Rising Star award: fellow P-pop trailblazers BINI. The eight-piece girl group then launched into the debut performance of “Salamin Salamin” (Mirror Mirror) from their newly released EP Talaarawan (Diary), showcasing their precise choreography and infectious melodies.
Influencer and online sensation Mimiyuuuh then introduced Hitmaker awardee: singer-songwriter and best friend Moira. The most-streamed Filipina solo artist for seven consecutive years also performed “Before It Sinks In” from her multiplatinum 2018 debut album Malaya (Free).
Next, singer and actress Jackie Lou Blanco accepted the Icon award on behalf of her mother, Filipina music legend Pilita Corrales. The Icon award was presented by Billboard Philippines Editor-In-Chief Bret Jackson.
The Powerhouse award was given to the bestselling Filipino music artist of all time, “Asia’s Songbird” Regine Velasquez-Alcasid, for her enduring presence and influence on succeeding generations of artists and in the music industry as a whole. The award was presented by her husband and Organisasyon ng Pilipinong Mang-Aawit (OPM) president Ogie Alcasid, an accomplished singer-songwriter himself. She then serenaded the audience with a heartfelt cover of Paramore’s “The Only Exception,” a staple of her ongoing Regine Rocks concert series.
Finally, the first Billboard Philippines Woman of the Year award went to Sarah Geronimo, fresh from her appearance at the Billboard Women In Music event in Los Angeles last March 7 as the first Filipina Global Force awardee. Husband, producer and actor Matteo Guidicelli presented the award to an elated Geronimo, who then brought the house down with a performance of two of her most memorable songs, “Dati-Dati” (Before) and “Ikot-Ikot” (In Circles), before host Magdangal closed the celebration with a toast to all women in the music industry who inspire and empower their fellow Filipinas to pursue their dreams as artists, musicians, songwriters, producers, and other key roles in music.
All in all, the very first Billboard Philippines Women In Music event was a rousing success. Not only was it the pioneer Billboard Women In Music event to be held in the country, but it also marked the first time in which women were exclusively and properly recognized for their achievements and impact in the Philippine music industry. There are many more who deserve to be honored, and Billboard Philippines shall ensure that they are represented, celebrated, and remembered in the years to come.
See photos from the inaugural event below.
–This article was written by Jason Caballa for Billboard Philippines
Sarah Geronimo
Image Credit: Billboard Philippines
Sarah Geronimo performs at Billboard Philippines’ first Women In Music event, held Friday (March 22) at Samsung Hall in SM Aura, Taguig City.
Regine Velasquez
Image Credit: Billboard Philippines
Regine Velasquez at Billboard Philippines’ first Women In Music event, held Friday (March 22) at Samsung Hall in SM Aura, Taguig City.
Ogie Alcasid
Image Credit: Billboard Philippines
Ogie Alcasid at Billboard Philippines’ first Women In Music event, held Friday (March 22) at Samsung Hall in SM Aura, Taguig City.
Moira
Image Credit: Billboard Philippines
Moira at Billboard Philippines’ first Women In Music event, held Friday (March 22) at Samsung Hall in SM Aura, Taguig City.
Belle Mariano
Image Credit: Billboard Philippines
Belle Mariano at Billboard Philippines’ first Women In Music event, held Friday (March 22) at Samsung Hall in SM Aura, Taguig City.
Jolina Magdangal
Image Credit: Billboard Philippines
Jolina Magdangal at Billboard Philippines’ first Women In Music event, held Friday (March 22) at Samsung Hall in SM Aura, Taguig City.
Anne Bernisca
Image Credit: Billboard Philippines
Anne Bernisca at Billboard Philippines’ first Women In Music event, held Friday (March 22) at Samsung Hall in SM Aura, Taguig City.
Bret Jackson
Image Credit: Billboard Philippines
Bret Jackson at Billboard Philippines’ first Women In Music event, held Friday (March 22) at Samsung Hall in SM Aura, Taguig City.
Sarah Geronimo
Image Credit: Billboard Philippines
Sarah Geronimo at Billboard Philippines’ first Women In Music event, held Friday (March 22) at Samsung Hall in SM Aura, Taguig City.
Jackie Lou Blanco
Image Credit: Billboard Philippines
Jackie Lou Blanco at Billboard Philippines’ first Women In Music event, held Friday (March 22) at Samsung Hall in SM Aura, Taguig City.
Morissette
Image Credit: Billboard Philippines
Morissette at Billboard Philippines’ first Women In Music event, held Friday (March 22) at Samsung Hall in SM Aura, Taguig City.
Dave Lamar
Image Credit: Billboard Philippines
Dave Lamar at Billboard Philippines’ first Women In Music event, held Friday (March 22) at Samsung Hall in SM Aura, Taguig City.
ena mori
Image Credit: Billboard Philippines
ena mori at Billboard Philippines’ first Women In Music event, held Friday (March 22) at Samsung Hall in SM Aura, Taguig City.
Zild
Image Credit: Billboard Philippines
Zild Benitez at Billboard Philippines’ first Women In Music event, held Friday (March 22) at Samsung Hall in SM Aura, Taguig City.
ena mori
Image Credit: Billboard Philippines
ena mori at Billboard Philippines’ first Women In Music event, held Friday (March 22) at Samsung Hall in SM Aura, Taguig City.
BINI
Image Credit: Billboard Philippines
BINI at Billboard Philippines’ first Women In Music event, held Friday (March 22) at Samsung Hall in SM Aura, Taguig City.
SB19’s Stell
Image Credit: Billboard Philippines
Stell at Billboard Philippines’ first Women In Music event, held Friday (March 22) at Samsung Hall in SM Aura, Taguig City.
Mimiyuuuh
Image Credit: Billboard Philippines
Mimiyuuuh at Billboard Philippines’ first Women In Music event, held Friday (March 22) at Samsung Hall in SM Aura, Taguig City.
Moira
Image Credit: Billboard Philippines
Moira at Billboard Philippines’ first Women In Music event, held Friday (March 22) at Samsung Hall in SM Aura, Taguig City.
Franco Laurel
Image Credit: Billboard Philippines
Franco Laurel at Billboard Philippines’ first Women In Music event, held Friday (March 22) at Samsung Hall in SM Aura, Taguig City.
Imagine a land where it’s never cold but Christmas celebrations, and the holiday music associated with them, last for months. Such is life in the Philippines, where Christmas songs are played from Sept. 1 through the holiday itself, generating good cheer — and royalties for rightsholders — for almost a full third of the year.
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The global pattern of Christmas music consumption is that countries with colder weather start listening to it earlier, which generally translates into more streams, according to internal data from a major label shared with Billboard. The Philippines is the giant exception.
The country, which has a population of 109 million — a bit less than a third that of the U.S. — was the sixth biggest market for holiday music for Spotify in 2021, according to the company, after the U.S., Germany, the U.K., Canada and Sweden. (This data is skewed by the popularity of Spotify itself in various markets, and it and YouTube are the dominant platforms in the Philippines.) It’s also Sony’s sixth biggest market for streaming holiday catalog music, according to that company. In general, the Philippines is the 32nd-biggest market for recorded music revenue, according to the trade organization International Federation of the Phonographic Industry (IFPI).
One reason for the popularity of Christmas music in the Philippines is that it’s a predominantly Roman Catholic country — the only one in Asia — because it was ruled Spain from the 16th century to the end of the 19th century. Later U.S. rule brought English and an immersion in American pop culture. One popular saying has it that the country spent “300 years in a convent, 50 years in Hollywood.”
The Christmas season traditionally starts in what Filipinos call the “ber” months — SeptemBER, OctoberBER and so on — when the weather turns a bit cooler and workers look forward to a bonus 13th month of pay.
“There’s a stereotype that we can all sing, and we have a very communal culture,” says Victoria Maria Malong, Warner Music Philippines’ marketing & audience engagement director, domestic. “So we have lots of Christmas parties, with lots of food and singing — sometimes drunken singing.”
The big Christmas hits in the Philippines are mostly the songs you would expect — there’s a lot of “lean-back listening,” driven by playlists, according to Sony. “In terms of Christmas songs, it’s mostly the same around the world,” says Enzo Valdez, managing director of UMG Philippines Inc. (Universal Music Group’s business there goes by that name, since there’s an independent label Universal Records in the country.)
There’s one major exception, in the form of Jose Mari Chan, a performer, songwriter, and businessman known as the King of Philippine Christmas Carols. Although music isn’t his main job — he also runs a sugar company owned by his family — Chan is one of the country’s iconic singers, who is known for holiday songs like “A Perfect Christmas” and especially “Christmas in Our Hearts.” His biggest Christmas album, Christmas in Our Hearts, came out on Universal Records — the local company — but is now distributed by Ingrooves, which is owned by Universal Music.
As the dominance of streaming drives Christmas recordings to the top of the charts every year in the Philippines, just as it does in the U.S., Chan has become an online harbinger of the season, albeit one that appears earlier than Mariah Carey. Memes of Chan peeking through an opening door start to appear around Sept. 1, and he has capitalized on this success. In a country where tours of malls are part of promotion and endorsements are an important revenue stream, Chan has signed a deal with Uniqlo that has him singing the chain’s Christmas jingle, and appearing at events.
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Playlist promotion works much the same as in other markets, and preparation for holiday music marketing starts in the summer. Sony Music has a Christmas music team with a core of eight to 10 executives that expands to about 30 internationally. “It’s international music and some of ours,” Malong says, “so it’s Mariah Cary and Jose Mari Chan and our challenge is to put [Warner Music Group artist] Michael Bublé into the conversation.”
Emerging local artists want to be part of that, too, and “we also have a lot of younger acts who are making new Christmas songs,” Valdez says. The duo Ben and Ben collaborated with Chan, and the young singer Juan Karlos has a new song, “Maligayang Pasko” (Merry Christmas in Tagalog, a dominant language), which came out November 10. Now, Valdez says, “Karlos plans to do a full Christmas album next year.”
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