International performing artist Black Eyed Peas’ Apl.de.ap was coming home and had a present to give Pinoy bands—a recording contract with his label Jeepney Music. MTV gave Pinoy bands five weeks, from October 5 to November 15, and the bands gave them a migraine. A total of 1,858 bands submitted their video demos, and many were rocking! Apl.de ap agreed to give one-year contracts to seven winners, instead.
< width="420" height="681" src=" apl de ap. " alt="" />
A smiling Apl.de.ap during the presscon
Last November 27, at the SM Mall of Asia, MTV Emerge presented the seven OPM artist-groups DRP, Faircatch, Mid Nasty, The Pin-Up Girls, Soul Brothers, The Band Glenn (TBG) and Urbanation. From the seven winners, Faircatch was given the special award based on the live performance.
< width="420" height="236" src=" faircatch+apl de ap. " alt="" />
Faircatch catches a more than fair recording contract with Jeepney Music
“The seven winners really are what we were looking for. Their unique talents very well characterize what MTV Emerge is about – homegrown talents trying to reach out to the world through their music while at the same time proudly representing our country,” says Apl.de.ap, a Fil-Am from Pampanga who admits to riding the jeepney. Apl.de.ap is the vocalist and songwriter of Black Eyed Peas.
MTV Emerge judges were well-known to the pop crowd. Vocalist-songwriter Rico Blanco, Karylle, MTV Philippines’ Georgette Tengco, joined by MTV SEA and Greater China’s Head of Content, Sari Trisulo.
Aside from the recording contract with Jeepney Music, and the mentorship under Apl.de.ap, the contracts include artist management and promotion, digital distribution of 3 to 6 songs and a strategic marketing plan for them to be able to break into both the Philippine and international markets.
A collaboration among MTV, Secretary Ace Durano of the Department of Tourism (DOT) and Jeepney Music, MTV Emerge provides Filipino bands the once-in-a-lifetime opportunity to showcase their talents locally and internationally.
“The first part of campaign was November last year through MTV Revelations, bringing the world into the Philippines. Vignettes of different parts of Philippines, with DOT showed nice scenery, but ours was a different point of view,” says Yvonne Tey, whose baby MTV Emerge is. [Tey is from MTV Asia, and a director with Viacom.]
< width="420" height="236" src=" angel guerrero+yvonne tey. " alt="" />
Angel Guerrero-adobo magazine editor in chief, Yvonne Tey-MTV Asia, Viacom
“This is educating the Philippines and rest of world with what (the country) has to offer, beyond Cebu or Boracay. We are out to promote 7,100 islands. We started online direct campaign, then virtual site,” Tey adds.
Through MTV Emerge, Jeepney Music and DOT were able to reach out to younger generations of world travelers, especially those who are drawn to the Philippines’ musical culture. The search highlighted the global appeal of up-and-coming Filipino artists, and gave prominence to the Philippines’ musical heritage on the world stage.
“The second part is bringing Filipinos out to the world. A lot of Filipinos say ‘I am a Filipino’, but they can’t elaborate about their roots. Apl.de.ap is a perfect fit for this campaign. He is so proud of being Filipino,” Tey continues. “Filipinos all love music. Every bar you go around the world, whether in LA or wherever, there’s a Filipino band. So much Filipino talent, how do we amplify that? So MTV launched these campaigns,” she adds.
Asked his thoughts on Filipinos being branded as global entertainers and artists, the heat-resilient Apl. de. ap, replied, “Definitely positive. Filipinos are starting to get recognized all over the world, from music to boxing. Before, a lot of Filipinos, like musicians, would never say they’re Filipino, or present themselves as. Now they’re pushing themselves forward, that they’re Filipinos and are starting to be proud.”
To see and hear more of other homegrown talents visit www.mtvemerge.com, an online community and an avenue for fresh Filipino music.
