In an effort to expand the horizons of Pinoy hip-hop, Spotify has introduced “Kalye X,” a groundbreaking initiative aimed at fostering collaboration among artists, fans, and the community. As a significant step in this endeavor, Spotify has collaborated with both emerging and established Pinoy hip-hop artists to create a collection of original tracks known as Spotify Singles. Representing a first-of-its-kind initiative in the Philippines, these tracks serve as a platform for local artists to showcase the multifaceted nature of Pinoy hip-hop.
Over the course of August to October, three distinct Spotify Singles will be unveiled, each featuring artists from Luzon, Visayas, and Mindanao. The launch begins with the dynamic collaboration between Midnasty and Cookie$, presenting a track that pays homage to the lively Visayan hip-hop scene. Hailing from Zamboanga, the innovative Morobeats collective, led by DJ Medmessiah, redefines the sound of Mindanao hip-hop with their distinctive composition. Lastly, representing Manila’s streets, Gloc 9, Hero, and Ramdiss join forces for an unprecedented three-way collaboration.
Kossy Ng, Head of Music for Spotify Asia, commented on the initiative’s goals, stating, “As an extension of Spotify’s Kalye Hip-Hop playlist, Kalye X seeks to amplify the stories and experiences of passionate artists and communities. With Pinoy hip-hop listenership doubling in the past year, it’s crucial to empower artists to connect with fans on a deeper level and push the boundaries of Pinoy hip-hop culture.”
A Booming Appetite for Pinoy Hip-Hop
The captivating rhythm and rapid-fire lyrics of Pinoy hip-hop have captured the attention of Filipinos, leading to a substantial surge in popularity. Over the last five years, local hip-hop tracks have witnessed an impressive 700% growth in domestic streams. Additionally, Spotify’s Kalye Hip-Hop playlist experienced a fivefold increase in listeners since its 2018 launch.
Remarkably, the global listenership of Pinoy hip-hop has also surged by a robust 600%. This surge has reached markets such as the United States, Canada, and Australia, reflecting the global appeal of Pinoy hip-hop. Spotify’s worldwide reach not only provides artists with an avenue to connect with fans internationally, but it also serves as a means for Filipinos abroad to maintain ties with their cultural roots.
Insights from Hip-Hop Influencers
During the launch event held at the Brooklyn Warehouse in Manila, Kossy Ng was joined by esteemed hip-hop artists Al James and Cookie$. They shared insights into the vibrancy of the Pinoy hip-hop scene.
Al James, a Filipino rapper and songwriter, expressed his gratitude to the original Pinoy rappers for inspiring his artistic journey. He highlighted how listening to them served as a form of mentorship, instilling the energy of Pinoy hip-hop in the next generation. He also discussed the potential of Pinoy hip-hop on the global stage, echoing Cookie$’ sentiments about the cross-cultural impact of their music.
Cookie$, another influential figure in the Pinoy hip-hop scene, discussed finding his voice and representing his roots through his music. By rapping in Bisaya, he discovered his unique niche and embraced the passionate essence of his language. Cookie$ emphasized the importance of placing Bisaya culture on the map and motivating others to pursue their creative passions. He credited Spotify for consistently elevating Filipino talent while honoring their roots and individual artistic expressions.
Community Engagement and Celebration
The launch of Spotify’s Kalye X initiative brought together hip-hop artists and the community to celebrate the potential of Pinoy hip-hop. The event featured live performances by Midnasty, Morobeats, and Al James. The interactive graffiti street art installation by Kayo Cosio and Trip63 added a dynamic visual element to the event, while a dance battle featuring the Philippine All-Stars with music by DJ Jazz Zamora showcased the boundless energy of hip-hop.
The Journey Continues
The Kalye X journey continues as Spotify takes the launch of the three Spotify Singles to the heart of various Philippine cities. Scheduled for August 26 in Cebu, September 23 in Davao, and October 28 in Manila, these events will mark the first-ever series of Spotify Kalye X concerts. During these concerts, the featured artists will unveil and perform their latest tracks, providing audiences with an immersive experience of Pinoy hip-hop. For additional updates, follow @spotifyph on social media.
