Storytelling beyond the pages
MANILA, Philippines — Some stories refuse to fade with time, it evolves.
For four decades, The Philippine STAR has told stories that inform, inspire and connect Filipinos. Today, it continues to explore new avenues for storytelling, embracing opportunities that bring those stories beyond the printed page.
Through creative collaborations with VIVA, Newport World Resorts and PETA Plus, PhilSTAR Media Group has found a new stage for its stories, bringing iconic Filipino films and music to life through live theater.
The making of ‘Bagets: the Musical’
"I had the concept of 'Bagets' as a musical in my dream bucket list since my late 20s, since it's such an iconic film that really stuck with me as I was growing up," says Booboo Atayde-Alvendia, business development head for The STAR.
"When I entered The STAR, I noticed the good relationship that VIVA had with the company," shares Alvendia. This realization of close partnerships between the two companies prompted her to pitch her dream of adapting the film into a musical.
"Luckily, all the bosses saw the potential and the business alignment that for The STAR, theater is just another medium where we can flex our power of storytelling," she says.
With NEXT by PhilSTAR Media Group serving as a strategic partner, “Bagets: The Musical” came to life.
With a production as massive as a musical, however, challenges were inevitable. At first, she wondered whether theatergoers could fill Newport’s large venue for the musical's 36-show run.
"Luckily, the answer was yes. People showed up," she happily recalls. "And because the place was really big, we couldn't just relax and let the usual theater crowd show up for us and wish for the best. We had to find new audiences."
Alvendia says the musical drew not only the traditional theater crowd but also a new generation of audiences. Fans of the original film and supporters of the cast came together to watch the production.
The success of “Bagets: The Musical” became the foundation for the next collaboration.
The next act
This September, the same partnership brings “Bongga Ka, 'Day!: The Annie Batungbakal Musical” to the stage, celebrating the music of Hotdog and the vibrant energy of the 1970s.
For NEXT, the production represents another opportunity to transform storytelling into shared experiences.
"’Bongga Ka, 'Day!' was an opportunity to build on the trust established through Bagets," says Marriane Faraon, director of operations for NEXT.
"Our role is to help connect the production with audiences and partners who will appreciate what makes this show unique."
The musical will be headlined by Atasha Muhlach in the lead role. Joining her are KD Estrada as Burn, while Sam Concepcion, Jeff Moses, and Anthony Rosaldo will alternate as the leading man, Romer.
"Audiences can expect a production that's energetic, colorful, and full of heart," says Faraon. "The music of Hotdog provides the soundtrack, but I believe that it will be the performances, choreography and storytelling that bring everything together."
Stories that connect
The successful collaboration among The Philippine STAR, VIVA, Newport World Resorts and PETA Plus that brought “Bagets: The Musical” to life laid the foundation for another theatrical venture.
Building on that partnership, the four organizations reunite for “Bongga Ka, 'Day!: The Annie Batungbakal Musical,” continuing their shared commitment to bringing Filipino stories to new audiences.
"It's exciting to be part of a musical that celebrates an iconic era of Filipino music while presenting it in a way that feels fresh and relevant to audiences today," says Faraon.
Storytelling may now be found on many platforms, but its power will always lie in the stories and experiences that inspire, inform, and connect people across generations.
