Creative talent is the very fiber of Filipino culture, which ultimately also fuels the engine of Philippine economic growth. Following the pandemic’s heavy blow to the country’s creative industry, telco leader PLDT Home is expressing support for the sector’s recovery through its “The Future is Creative” campaign.
To kickstart the initiative, it collaborated with young Filipino-American hip-hop prodigy Alex Bruce and the internationally acclaimed Philippine Madrigal Singers for an OPM anthem of hope titled “Muling Pagbangon.”
The song inspires optimism for a brighter tomorrow when Filipinos rise triumphant over the present adversities, through passion and creativity.
“Despite the Philippine Arts industry being one of the sectors that have been greatly impacted by the COVID-19 pandemic, Filipino artists are coming together to show how important art can be in empowering our pandemic-stricken fellowmen. For us, this proved that nothing can stop Filipinos from forging stronger collaborations, making even more meaningful, greater art, and preparing a nation for a future full of creativity that’s nurtured from home,” said Al S. Panlilio, President and CEO of PLDT and Smart.
The song and its music video, shot entirely by the artists in their homes, debuted at the recent “The Future of Cities is Creative” virtual conference, a collaborative project of various government agencies and private sector organizations, the Philippine Creative Cities Network (PCCN) initiative of the League of Cities of the Philippines led by Bacolod City Mayor Bing Leonardia, Arts and Culture and Creative Industries Bloc led by Rep. Christopher de Venecia, and supported by PLDT Home, to rally support for Pinoy artists who endured economic dislocation.
At the digital conference, cultural icons like Lea Salonga, Virgilio Almario, Vilma Santos, Kidlat Tahimik, as well as Carlo Ople discussed the unifying role of digital technology in the nation’s cultural life and the artist’s economic prospects.