OPM then and now: How can it flourish in the age of TikTok virality and AI?

Keeping the Filipino soul alive

Though Josh acknowledges how increasingly universal music has become, with trends from around the world easily reaching the Philippines, he pointed to OPM’s enduring sense of identity. Filipino songs, he said, carry a distinct character that sets them apart amid an increasingly global music landscape.

“I think there are themes that are specific to Filipinos. Even the way we are with love, it’s still different from the West,” Josh said.

Reneé, meanwhile, noted how Filipinos are so into love songs. “I think Filipinos love love, and we’re so marupok,” she said. “Us being marupok, it’s not necessarily a bad thing, but it's really, I guess, ingrained (in us),” she continued. “It’s one thing that distinguishes us Filipinos because how we feel love and how we appreciate and romanticize love is a little bit more heightened, I think, compared to others.” 

Jamie echoed this sentiment, adding that it transcends genres.

Generative AI has also penetrated the music scene, which we often hear on short reels. For Jamie, AI is less about replacing human creativity and more about serving as a tool for exploration and learning.

“When you use AI, it doesn’t necessarily have to use AI itself. For us, it is a guide to learn more,” she said.

While AI can help them explore new ideas and learn along the way, Jamie emphasized the importance of preserving the human touch in the creative process.

The group agreed, with Raco saying, “It can guide you, but don’t let it make the music.”

Like other industries affected by AI, Jenine brought up how it can lead to people losing their jobs. “Some artists are losing jobs because of this, not just jobs; some are losing their dreams kasi they’re dreaming of making it big, and then AI is taking away that opportunity from them."

With technology reshaping the music landscape, the conversation turned to another question facing OPM today: Should Filipino artists embrace a distinctly Filipino sound, or lean toward a more global sound? Jamie said that it should be a balance of both, citing how P-pop stars BINI and SB19 were able to make waves in the international scene while still keeping their distinct Filipino identity.

“They love hearing it because it’s genuinely Filipino,” she said.

Success in the music industry

Unlike before, when a song’s success was often measured by physical album sales, a song is now considered successful by many when it goes viral on TikTok. Reneé noted how virality can be a double-edged sword, saying that artists tend to create music with virality in mind rather than simply putting their music out there.

“It became so much about trends and being successful when music is literally just self-expression. That’s why it’s most powerful, because it’s the most relatable thing ever,” she said.

Josh noted that this mindset tends to change when you aim to earn a living and pay your bills.

Jamie and Jenine shared that you know a song has made it when it is being played on the speakers at Raon in Quiapo, while for younger artists, success today can mean seeing their music go viral online.

As the ways we measure success change, so too must artists. Josh said keeping up with the times is necessary from a business perspective, while Jamie’s own career reflects this evolution—from pop music to Broadway, becoming an inspirational singer, heading a label, and producing the next generation of young artists.

For Reneé, however, evolving goes beyond keeping up with trends; it is also about growing as a person alongside the listeners who have supported her from the beginning. “Because you have that I guess, ‘army,’ behind you who wants to see whatever you have to put out anyway,” she said.

Josh echoed this, saying that an artist’s success can also be found in how deeply their stories resonate with their audience. “[Fans] being able to resonate with the stories that you share with them, that is such, for me, a huge success,” he said.

Another indicator of success is an artist’s ability to fill a venue and perform their songs for a large audience. As nerve-wracking as it can be, the singers find comfort in sharing their music with thousands of people.

“I feel like music is really meant for me because I feel like I am just my most authentic self when I’m on stage. I actually don’t feel like pretending or performing for a crowd; it’s more of just like I’m just doing what I love and it just so happened that there are people who actually wanna watch that,” she said. This kind of passion, she believes, is how artists can do back-to-back shows across the globe.

Josh, meanwhile, admitted that it’s kind of a struggle for someone who is an introvert like him, saying that being in front of people was initially challenging, but he eventually became comfortable and began to enjoy it.

“I think as long as I’m performing our songs, then it’s okay,” he said. He also shared that he took Tom Holland’s advice about nervousness, which is to trick your mind into thinking that you’re just excited.

After working in the industry for decades, Jenine shared that she psychs herself up by imagining that her audience is made up of her friends, which helps her feel more relaxed and project a positive energy.

For Jamie, the stage is her playground. “I love performing on stage,” the singer said. “I like to make people happy. It’s all about the audience.”

Different generations in the OPM scene

Being in the industry for nearly 40 years, Jamie advised young artists to have patience. “Noong wala pang Spotify, before you were able to make an album… kailangan mag-hit ka muna ng isang kanta. So, umpisa pa lang, galingan mo na, otherwise, mahihirapan ka nang mag-second, third album,” she shared. “Now, one hit song, puwede ka nang sumikat."

Jamie likewise reminded artists to come prepared to the studio and strive for near-perfect performances, as they did before recording became digitized. While today’s recordings can be polished with professional tools, she added that performing a song correctly in a live setting is another story.

Jenine, meanwhile, noted how artists today can easily express their art. “You can put out your song anytime… you don’t need to beg a record company,” she said. She recalled a time she waited outside all day and tried to convince a recording company to listen to her first audition tape, which she said was a make-or-break moment for her.

Josh shared how working closely with his uncle, legendary performer Gary Valenciano, for five years helped shape his understanding of production. While he was starting out, Josh joined Mr. Pure Energy on tours and shows and learned the ins and outs of putting a production together—something he still applies now that he’s in a band.

“It helps to have people that you look up to, people you aspire to become more like, people that you can learn from,” he said. “I’m really blessed to be in a band and having somebody like that could mentor me, that I could ask questions."

Reneé underscored the wholesomeness and discipline she learned from the older generation of artists, especially in contrast to the sense of entitlement that can sometimes come with going viral.

“I love being able to work with professionals who are seasoned in their craft because they don’t just love what they do, but they actually put in the hard work in order to be where they are," she said. "I think that's something young artists have to aspire to be."

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