WATCH: James Reid performs as one of 'superstars' at Asia League Fest

MACAU — In an exclusive interview with Philstar.com a few hours before his performance at the recently concluded Asia League Fest, singer-actor James Reid talked about changing perceptions toward Original Pilipino Music (OPM), and how he intends to do this through Careless Music Manila. 

“I released Palm Dreams in 2017 under the label I created with a vision to evolve the sound of OPM, but I wouldn’t really call it OPM anymore as it has a very international sound. That’s why the new mixtape that we’re working on right now is quite broad in terms of music taste that the younger generation can appreciate such as hip hop, chill, R&B, pop, trap,” said Reid. 

Causing change on how an Asian talent is being perceived globally is one of the key objectives for putting together The Terrific 12, which was organized by Asia League along with Sports Bureau of Macao SAR Government. As the flagship event of Asia League, The Terrific 12 has brought together 12 elite basketball teams from different leagues across Asia, as well as eight acts coming from a wide range of musical background in one explosive event that marries sports and entertainment. 

“We are going to keep upping the ante with entertainment elements. It will grow next year to be even bigger and better; more action on the court, an expanded Asia League Fest, and more parties surrounding the event,” said Matt Beyer, Asia League Chief Executive Officer. 

The kind of platform that Asia League Fest provides is to primarily showcase the best of Asian talent, and to open the gateway for local artists—up and coming or established—to be visible in the international market. And that night, as if it was made exactly for James and his crew, Careless Music Manila, was introduced to the world. 

Working the crowd last Friday night, James was joined by Careless Music Manila’s co-founder Bret Jackson, or commonly known through his rapper name KINGwAw; singer Sam Concepcion, and Manila’s underground DJ, Nix Damn P. Together, the quartet fired up the international stage of Asia League Fest — showing the dynamism, rawness, and richness of Filipino talent. The boys of Careless Music knew exactly from the very beginning that the event was their ‘boundary-breaking’ moment, so they came in full force, without any expectation; they just did what they are meant to do — music. 

“We brought in Nix Damn P; he’s a Manila-based DJ, and he’s helping us out in terms of upping our music, adding new flavors to our set,” said Reid when asked about how he was preparing for the event that night. 

It is apparent why when he took the stage, clad in a basic shirt with a half open jumpsuit and a baseball cap, Reid had a different, a new vibe on him. It is because he is no longer just performing for his Filipino fans. And coming full circle in his short time as an artist, his remarkable passion for music and in everything he does is still within him, but this time, stronger and better as part of Careless Music Manila —introducing Filipino talent, culture, and music to the world. — Video by Seph Asong