Music is more than just music. It goes beyond chords and sound, lyrics, and metaphors. Music has connected people despite language barriers and has expressed emotions we often have difficulty putting into words. Today, media and the Internet have given us unlimited paths into the world of music. Gone are the days of winding up cassette tapes or buying CDs and records at the store.

Now music can be easily accessed with a few taps on our phones, specifically on music streaming platforms such as Spotify, a global powerhouse in audio streaming and a game changer for artists and music fans alike. It played a huge role in the rise of Asian music, such as K-Pop and OPM (Original Philippine Music) which continues to influence music trends globally. In the Philippines, Spotify has redefined how Filipinos experience and engage with music, with Pinoy music streams quadrupling over the past five years.

Last Oct. 8, Spotify held the first-ever Spotify Lounge: Philippine Edition at the Samsung Hall in SM Aura Premiere to celebrate a decade of Pinoy music’s growth through surprise performances, the unveiling of special collaborations and playlists, and the awarding of Spotify’s first-ever decade-defining artists.

The Beat Manila got to sit up front and center for this exciting music milestone, and we’re here to tell you all about it.

A Decade-Defining Run

Spotify PH holds its first-ever Spotify Lounge, an intimate gathering of artists, fans, and important players in the industry where they pay tribute to the songs that shaped our music culture, as well as the talented trailblazers set on shaping the future of Filipino music.

Insanely good vibes can be felt across the venue and that thrilling anticipation from having so many talented musicians in the same room — the same people whose voices and songs have taken over our playlists from day to night.

Speaking of playlists, one of the most notable things about Spotify is that it provides music “Made For You,” having mastered the art of creating playlists for your every mood and every vibe. The platform curates unique “daylists” for who you are in every moment of every day from your ‘funky Pilates Wednesday mornings’ to your ‘hopeless romantic cozy Sunday nights.’ Simply put, no one knows your music tastes better than Spotify.

To mark ten years of Pinoy music growth on the platform, Spotify has unveiled its refreshed Pinoy Music Hub, a space with over fifty editorial playlists that drive culture and champion artist discovery. This is Spotify PH’s commitment to both artists and listeners, providing them the ultimate destination for Filipino music across all genres. You can find some of the best Pinoy music hits in playlists such as Tatak Pinoy, KALYE, and P-Pop on the Rise. You can also find fantastic collections of timeless favorites in OPM Hits of the ‘80s, ‘90s, and ‘00s, as well as soundtracks for every mood that give “main character” vibes from Kilig Pa Moreto Hugot, Panalo, and more!

With a growing creator economy and fan-driven music culture, Spotify’s features fueled fan support from personalized recommendations to social media sharing features. Spotify Philippines' Top 50 chart now comprises 75% local tracks and several local genres have seen massive growth in global daily streams including Pinoy Hip-Hop which had a 600% increase over the past five years and P-Pop, which experienced a 138% year-on-year increase in streams in the past year alone.

“Pinoy music continues to reach new fans across genres and borders. Spotify not only delivers an unparalleled, personalized music experience for listeners, but also serves as the platform for artists to grow their audience and build deep connections with their fans,” Kossy Ng, Head of Music for Spotify Southeast Asia, said at the event as she walked us through Spotify’s journey in the country and how it all started with a humble goal to “change the way people connected with music.”

Kossy also shared that Pinoy global music streams have hit 71 billion in the past decade and have accelerated — quadrupled, even, in the last five years! Thanks to the avid listeners, local music culture has never been more alive, and we have seen so many established and emerging voices break through on Spotify not only locally, but on a global scale.

“With an impressive 80% average growth in Pinoy artist global exports year-on-year, we remain dedicated to empowering Filipino talents and continue elevating Pinoy music on the global stage. I’m excited to bring their music to even more fans around the world,” added Kossy.

This achievement was further celebrated in a special collaboration issue with Billboard Philippines, which featured some of the most listened-to and rising talents on the streaming platform such as Ben&Ben and Moira Dela Torre. The issue consists of articles exploring Spotify’s journey; the artists that have defined the music of the last decade; the evident power of Spotify’s playlist ecosystem, and how the streaming platform plans to shape the future of music culture here and abroad.

“Whether it’s through news articles or curated playlists, live music activations, music award shows or artist-focused development programs, providing platforms and creating opportunities to empower artists is at the core of everything that we do,” said Bret Jackson, Editor-in-Chief of Billboard Philippines. “Simply put, when we see Filipino music’s value, we give Filipino music value.”

EmpoweRING Pinoy Artists’ Music Milestones

Music wouldn’t exist without its creators, the artists who have taken the courage to put themselves out there and express their deepest thoughts and emotions for the world to hear — all in the hope of connecting people and providing them solace, comfort, and entertainment.

A music event wouldn’t be complete without live performances and the first to take the stage was Ben&Ben, who sang their 2017 hit, “Kathang Isip.” They also gave a teaser performance of “Triumph,” a song included in their upcoming third album, “The Traveller Across Dimensions.”

The nine-piece band was just one of the recipients of the Spotify Milestone Ring, an award given to artists for their record-breaking hits that have touched the hearts of listeners and resonated with fans over the last ten years. These so-called “decade-definers” have shaped Pinoy music with over 200 million streams. This milestone reflects the artists’ dedication, passion, and artistic evolution, which definitely deserves to be celebrated.

“This piece of jewelry really encapsulates a deeply personal symbol of success. For artists, it’s a constant reminder of how far they’ve come in their craft, as well as their journey that they should be so incredibly proud of,” said Sarah Sim, Head of Artist & Label Partnerships for Spotify Southeast Asia.

“And for us at Spotify, it is our pledge. It is a commitment from us to the Filipino artists that we’re committed to really grow you guys on the Philippine stage and push you to greater heights and global stages as well.”

Along with Ben&Ben, who were honored for their tracks “Kathang Isip” and “Maybe the Night,” the Filipino artists honored at the Spotify Lounge were the first to receive the Spotify Milestone rings in the world. A massive honor, if we say so ourselves, and a true testament to how Philippine music has grown and transcended borders.

Other decade-defining tracks included, “Tadhana” (Up Dharma Down), “Pano” (Zack Tabudlo), “Ikaw Lang” (NOBITA), “Paraluman” (Adie), “Mahika” (Adie and Janine Berdin), “Mundo” and “Come Inside Of My Heart” (IV Of Spades), “Pasilyo” (SunKissed Lola), “Kung 'Di Rin Lang Ikaw” (December Avenue and Moira Dela Torre), “Pagsamo” and “Isa Lang” (Arthur Nery), and “Kung Wala Ka” (Hale).

Apart from established music icons, rising talents also showed us what they’re made of and gave fantastic performances including Illest Morena who recently released her debut album “Morenita”; Hev Abi, and Makiwho are part of Spotify’s RADAR playlist, known for their innovative sounds and styles shaping the next wave of Pinoy music.

Whatever sound you’re in the mood for or genre you groove to, you can always count on Spotify for the best song recommendations to complete the soundtrack of your life. More than that, we can’t wait for what the streaming platform has in store for the next decade in terms of discovering new voices and giving Filipino artists more opportunities to share their music with the rest of the world.

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