Gen-Z label head: ‘OPM survived the pandemic

A listening public well-adjusted to digital music and a host of aggressive current-generation performers became Philippine music industry’s antidote to the pandemic.

That’s according to record label head and hitmaker Rox Santos whose composition Hanggang Kailan performed by Michael Pangilinan reached the 100 million mark in video views and digital music streams.

“It’s a real blessing that the industry has fully transitioned to digital before the pandemic happened,” said the triumphant Rox who now heads StarPop, a sub-label of ABS-CBN Music for talented acts with Gen Z and millennial following.

His other recent hits include the Jaya-sung, 35M view-streamed Hanggang Dito Na Lang (Best Ballad at Awit Awards) and Corona Ba Bye Na by Vice Ganda. He also co-penned Liliwanag for employees affected by the ABS-CBN shutdown and the movie theme Maligaya Ang Buhay by Iñigo Pascual.

He stressed, “There have been a lot of adjustments. But the industry has survived the pandemic. There’s nowhere to go but to progress this year.”

As producer Rox bagged Awit’s People Choice and Favorite Record for Himig Handog winner Mabagal.

Under his guidance, StarPop has produced hits like MayMay Entrata’s Kakayanin Kaya and Jem Macatuno’s Can’t Get Out, with their combined YouTube views and Spotify streams of 27 and 22 million, respectively.

On the viral front, Kim Chiu’s Bawal Lumabas became the community quarantine theme as he manned JM Bales, KIKX and KVN’s Magandang Dilag which amassed 205M TikTok views.

Half of ABS-CBN Music’s Top 16 most watched YouTube videos in 2020 came from StarPop with Maari Ba and Can’t Get Out both garnering more than eight million views.

Rox is grateful to mentors ABS-CBN Music’s Roxy Liquigan and Jonathan Manalo for their trust. He added, “Expect the StarPop label to continuously give world-class entertainment.”

In the StarPop artist roster for 2021 are as follows: Ana Ramsey, Bugoy, Chill Guys, Edward, Elisse Joson, Heaven Paralejo, Idolls, Ivana Alawi, Jeremy G., Kakai, Kim Chiu, KD Estrada, Klarisse, Kokoy de Santos, Kyle Echarri, Lance Busa, Loisa Andalio, Lukas Magallano, MayMay, Patrick Quiroz, PJ Endrinal, Rayt Carreon, Vance Larena, Vivoree and Star Hunt.