World-class leather goods maker McJim Classic Leather has chosen iconic Filipino boy band 1:43 as the second recipient of its Dreams Get Real OPM Advocacy Grant for its new single “Pasensya Na.”
McJim Classic Leather, which has always been supportive of Filipino music, tapped the revamped 1:43 to further promote OPM by making it more appealing and relevant, especially to the younger generation. Towards this end, in fact, McJim successfully launched talent searches for the next big thing in the local music scene and has—in the recent past—sponsored the music of personalities like Tony Labrusca and X-Factor UK contestant JBK.
“For decades, McJim Classic Leather has always adhered to its exceptional standards in product quality,” the company said in a statement. “By taking on this advocacy, the brand shows its intent to pursue outstanding local music talents in the country and, in the process, help realize the potential of OPM as a world-class force.
“And right now,” the leather brand adds, “we can’t think of a better partner for this than the rejuvenated and charismatic 1:43. We are confident that their heart-tugging second comeback single ‘Pasensya Na’ will engage more Filipinos, especially young local music fans.”
Written by Jayson Dedal and arranged by Sonic State Audio Studio, “Pasensya Na” dwells on the kind of love that is willing to give—and give some more—just as long as the beloved is happy.
“Handa akong gawin ang lahat-lahat ng gusto mo / Handa akong ialay ang aking buhay para lang sa’yo / Handa akong ubusin ang aking sarili, o mahal ko / Basta’t lumigaya ka lang kahit ako pa ang masaktan,” goes the song’s chorus.
“Pasensya na kung talagang mahal kita . . . Lahat ng sakit ay kakayanin ko / Alipin mo ako, alipin ng pag-ibig mo.”
“Pasensya Na” is McJim Classic Leather’s official soundtrack in its viral short film Sinturon, which has over 10 million views in various Faceboook pages in just a span of three weeks.
“Pasensya Na” can also be streamed on various digital platforms like Spotify worldwide, and is currently enjoying favorable airplay on FM radio stations nationwide. It follows the success of 1:43’s hit comeback single “Trapik Tralala,” which centered on love in the time of traffic gridlock.
Chris Cahilig, 1:43 founder and manager, says that ‘Pasensya Na’ is a song that all hopeless romantics can easily relate to.
“After all,” Cahilig muses, “it can’t be denied that most of us—at one point in our lives—have been martyrs of love and slaves to our emotions.
“Whether it’s all about unrequited love, loving someone from a distance, or pining for a lost love, ‘Pasensya Na’ speaks for all those who have given their lovers all they’ve got and are still found wanting. If you have ever said sorry or ‘pasensya na’ to someone because loving them too much is simply not enough, this song speaks to you.”
The new 1:43 features four talented and charismatic young men in the persons of Art Artienda, Ced Miranda, Jason Allen Estroso, and Wayne Avellano. The band bagged the 2013 Star Awards for Music Song of the Year for the monster hit “Sa Isang Sulyap Mo” and scored the “Most Promising Performing and Recording Group” recognition in the Guillermo Mendoza Memorial Scholarship Foundation’s 45th Box-Office Entertainment Awards.
Aside from the monster hit “Sa Isang Sulyap Mo,” 1:43 also popularized the songs “Hayop Sa Ganda,” “Pag-Ibig na Kaya,” and “Ang Saya-Saya,” which became the official theme song of the GMA-7 sitcom Ismol Family”.
1:43 is co-managed by Cahilig and Mario Colmenares of Primetime Events and Talent Management. For booking inquiries, interested parties may send a message at [email protected] or call 09054409521.