Spotify’s KALYE X Campaign Illuminates Pinoy Hip-Hop
Pinoy hip-hop is rapidly taking over the Philippine music landscape, and audiences outside of the nation are enjoying the upbeat sounds of Filipino musicians. Lead Editor for Spotify in the Philippines, Chesca Tan, says, “The genre reflects the energy, how organic the art form is, and how accessible rapping is to everyone.” “Pinoy hip-hop has a gritty, street vibe.”
Spotify has launched Kalye X to commemorate the tremendous rise of Pinoy hip-hop on Spotify—more than 700% more streams in the Philippines since 2018—into the world of music. For those who are unaware, “kalye” is Filipino for “street.” The contest is an extension of Spotify’s well-liked Kalye Hip-Hop playlist and honors the collaboration of artists, fans, and the community. The greatest Pinoy hip-hop songs may be found on this playlist, which also helps artists get recognition and earn more fans in the Philippines as well as internationally (184 countries), according to the Chesca team.
A spectacular party with a street vibe opened the Kalye X campaign. It comprised street art, a hip-hop dance competition, live performances by present Filipino hip-hop superstars Al James, Morobeats, and Midnasty, and even a conversation with Spotify’s Head of Music, Kossy Ng, regarding the rich culture of the Pinoy hip-hop genre. The launch served as an opportunity to showcase the colorful fabric of Pinoy hip-hop culture.
Furthermore, we collaborated with six regional musicians from the Philippines’ three main islands—Luzon, Visayas, and Mindanao—to record and release three brand-new Spotify singles. Every song demonstrates the richness and variety of Pinoy hip-hop for listeners.
In “Wa Na Wa,” Midnasty and Cookie$ showcase the finest Bisaya beats. “This partnership with Midnasty is a significant step in that direction. I have been dedicating my music and craft to taking Bisaya hip-hop beyond Visayas,” says Cookie. By collaborating with Spotify, we are able to spread the vibrant Bisaya culture through our music and break down barriers. In addition to empowering our supporters, I hope that this most recent song leaves a lasting impact that extends well beyond our hometown.
Gloc-9, Hero, and Ramdiss expertly mash-upped their song “Umaga,” which is an illustration of the island of Luzon, in three different ways. Gloc-9 says of creating songs, “I love being able to capture what we go through every day and write about the real stories and struggles of people.” “Whether or not they are hip-hop fans, I want my music to speak to everyone as an artist. I therefore take great pleasure in writing songs that, like the ones we did here, relate individual stories.
Morobeats’ song “Kendeng” reimagines hip-hop from Mindanao. The group’s original member, DJ Medmessiah, declares, “We’re proud and excited that the rest of the world will hear ‘Kendeng.'” We have been committing our music and abilities to sharing our unique hip-hop style and showcasing the rich culture of Mindanao, and this partnership with Spotify is giving us that chance.
Following some time in the studio, the musicians performed live in Cebu, Davao, and Manila for Spotify-hosted performances of their Spotify singles. At the events, there was a tangible sense of enthusiasm among the almost 6,000 people. The artists and their Spotify singles were highlighted on a billboard in Times Square, New York City, demonstrating the widespread love for this music.
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