Showbiz 101

Source: Boy Villasanta, abs-cbnnews.com

Apl.de.ap, the Filipino American hip hop musician and member of the Black Eyed Peas, arrived at the Music Hall of the Mall of Asia Friday afternoon very much ahead of the scheduled time for a talent search show.

He was even a couple of hours advance than most of the contestants of MTV Philippines’ “Emerge,” a showcase of 7 homegrown Filipino bands.

Apl.de.ap, baptized Allan Pineda, didn’t mind the heat biting inside the hall. He had pleasantries with some members of the production. After a while, he came up the stage and sound checked.

He was, from afar, a solo delight from among the futuristic props set all over the platform, a perfect example of a truly professional star.

And man! He was so humble despite his achievements in the international music business.

Off mike test, he went inside a bake shop and there he sat in an ordinary customer’s chair at the center of an improvised round table discussion.

He then gamely answered practically all questions, however limited, thrown on him.

He said he was in the country to judge the winning Pinoy bands and to help them break into the local and international music scenes through a one-year contract with his self-sustained Jeepney Music.

Not only was he judging the most excellent group but he would be mentoring each and every talent.

“The 7 winners really are what we were looking for. Their unique talents very well characterize what MTV Emerge is about—homegrown talents trying to reach out to the world through music while at the same time proudly representing our country,” said Apl.de.ap.

Imagine, the recording contracts of the acts, namely DRP, Faircatch, Mid Nasty, The Pin-Up Girls, Soul Brothers, The Band Glen (TBG) and Urbanation, would include artist management and promotion, digital distribution of 3 to 6 songs and a strategic marketing plan for them to be able to break into the Philippine and worldwide market.

During the competition, Apl was amazed by the talents of the Filipino youth.

We thought DRP would win hands down because most of the judges, Apl and singer-actress Karylle especially, were up in their seats while watching the group performed. Fellow jurors Rico Blanco, MTV Philippines’ Georgette Tengco and MTV SEA and Greater China’s Head of Content Sari Trisulo were just silently on their toes observing, discerning.

And as they deliberated, in the end, Faircatch caught their fancy.

“I would want the Filipino talents to shine not only here but the world over,” he beamed proudly. “I want them to spread Filipino culture across the globe.”

Apl has definitely brought the Filipino culture to the world, one of them the incorporation of Tagalog when he collaborated with the Black Eyed Peas’ “The Apl Song” from the album “Elepunk” and “Bebot” from the “Monkey Business” album.

He is also in partnership with the Department of Tourism as a performer cum endorser of its projects and promotional devises.

But would you believe that the only tourist attraction Apl has been to was Boracay?

“Yes, Boracay,” he confirmed. “But I would want to go to other tourist spots around the country.”

To compound his personal initiative to sell the Philippines to the world through music, he said he tried to inject the idea of coming to the Philippines in their gigs abroad, if there would be an opportune time, that is.

Whenever he is in the country, though, Apl sheepishly admitted he loves eating out in Jollibee, an information that sent the members of the press in awe.

Apl has also organized his own socio-civic group, the Apl Foundation, which provides support to remote communities and poor children in the Philipines and other parts of Asia. In the interview, Apl aired his concern for the victims of Mt. Pinatubo eruption.

Currently, Apl.de.ap is working on a solo album. He will also be collaborating with fellow Filipino-American Chad Hugo of the Neptunes and Illmind from G-Unit to put in traditional indigenous Filipino musical instruments into his songs.

Surely, a Filipino worth his salt like Apl is a cultural hero in our midst.