ATTEMPTING TO “AMPLIFY the power” of the marketing industry in the domain of music, the San Beda Junior Marketing Association (SBJMA), in collaboration with the College of Arts and Sciences (CAS) Student Council (SC) and SONY Music Entertainment, proudly presented “Mic Check 2024” at the Jonathan Sy Auditorium last January 27.
After a year of dedicated planning by SBJMA, the event stands as a “major intercollegiate program,” presenting a compelling series of workshops and talks by distinguished guest speakers from the industry of music marketing. Designed with a competitive edge, the activity sessions aimed to provide participants with insights into the dynamic realities of music marketing in the Philippines today.
SBJMA’s Vice President for External Affairs and Activity Co-Chair, Rafael Joshua Tanteo, offered valuable insights into the conception of the event showcasing the broad applications of marketing beyond traditional products and services. “People think that marketers just sell products, they sell items, they sell services, but in fact, we can also sell music, we can sell artists, we can help promote these artists,” said Tanteo.
The event opened with remarks from the Chairperson of the Department of Marketing Management, Asst. Prof. Greg Borja III, asserting that we “cannot deny how powerful music is,” emphasizing the global potential of Original Pilipino Music (OPM).
This was followed by Prof. Marvin Reyes, PhD, the CAS Prefect of Student Activities, who delivered some introductory remarks. This was succeeded by a brief icebreaker led by the hosts, Tommy Tanchanco, President and CEO of 12 Stone Records, Business Development and Artist Management Consultant from Sony Music Entertainment Philippines, and Mint College Management Professor, who took the floor to facilitate the first talk of the session.
Giving prominence to the flourishing array of Filipino artists in comparison to Western and K-Pop genres, Tanchanco highlighted “prime investment opportunities” in today’s local music. Grounded in timeless marketing principles, he delved into the history of music marketing, exploring various income sources within the industry.
Succeeding Tanchanco’s presentation, Clark Cunanan, Senior Client and Marketing Manager of The Orchard, discussed the relevance of advertising campaigns for musicians across different platforms such as Spotify and TikTok.
Subsequently, a roundtable discussion, moderated by panelist Prof. Edgar Timbungco, took place between Tanchanco, Cunanan, and Filipino indie singer-songwriter, Bullet Dumas.
Cunanan delved into how artists track their analytics on music-streaming platforms to better understand their market, touching base on the understated connections between producers, musicians, and labels, noting the pro-artist stance of labels in today’s music scene.
Offering his perspective as an artist, Dumas recognized the gravity of establishing a strong foundation in music marketing to maximize audience engagement, redefining what it takes to make a “hit.” Reflecting on his over-a-decade-long journey in the industry, Dumas draws attention to the influence of such a discourse for both emerging and seasoned artists, also illuminating upon the willingness of people in the industry to provide assistance, “People are willing to help. So, just make it known, if kailangan mo ng tulong,” he advocated.
As the event unfolded, it not only provided valuable insights into the dynamic realities of music marketing but also fostered a community where voices are considered, and ideas are shared, contributing to the vibrant and evolving landscape of music marketing in the Philippines.
One of the participants, Prof. Lawrence Sibayan, shared his perspective on the vitality of the event. Being in the academic field guiding students through the intricacies of practical marketing, he lends weight to the magnitude of exposing students to the nuances of marketing within specific industries, like the dynamic realm of music and entertainment.
Furthermore, Prof. Sibayan also bared that he was enlightened by the ways in which such a democratized industry can empower artists to market independently, breaking free from the constraints of traditional labels and distributors.
SBJMA then wrapped up the session by presenting certificates of appreciation to keynote speakers. In harmony with the Feast of the Sto. Niño, SBJMA’s Mic Check 2024 resonates as it is grounded on the value of benevolence and collaboration, shaping the Bedan community into exemplary stewards of a shared enthusiasm – music.
(with Thirdy Pabilico)