Alamat Champions Cultural Heritage in the P-Pop Scene
This local boy band merges Philippines’ cultural heritage with modern pop music.
Words Patricia Lanzagarita
Photos courtesy of Alamat
August 21, 2024
Pinoy pop, also known as P-pop, is currently reaching new heights as local groups have emerged to excite audiences with this new music genre. An important mission for the Filipino boy band, Alamat, is to craft music inspired by the Philippines’ culture and heritage.
The multi-ethnic group
The members of the band come from different parts of the country and from various ethnic backgrounds: Tomas from Albay, Alas from Davao City, Jao from Pampanga, R-Ji from Eastern Samar, Mo from Zambales, and Taneo from Kalinga.
The diversity made it easier for the group to appeal to a broader audience and promote engagement with different communities. With the band’s unique origin, they also have the opportunity to showcase the distinct local cultures in the Philippines.
First multilingual music
The band draws from their diverse ethnic backgrounds to craft modern music. They showed this in their debut track, “kbye,” which the group wrote and sang in seven regional languages such as Tagalog, Hiligaynon, Ilocano, Bicolano, Kapampangan, Bisaya, and Waray-Waray. Alamat is the first local pop group to use several languages for a song.
This approach proves that the Philippines is rich in culture, languages, and talents that can go beyond barriers.
Folklore-inspired concepts
Aside from the lyrics of their songs, the concept of their music video and choreography are inspired by Philippine folklore, incorporating fantasy figures and stories that are deeply rooted in our cultural heritage.
This is highlighted in their EP titled “Pasulong.” Included in the album are their songs, “Aswang,” which was inspired by a mythical creature; “Hala,” which exhibits folk melodies and beats; “Maharani,” which means “queen” and showcases folk dance; and “Gayuma,” which is a Filipino love charm.
Meanwhile, their song “Day and Night” was inspired by Bicolano mythology that tells the story of a fisherman who fell in love with the enchanting voice of a magindara–a mermaid-like creature.
Alamat not only promotes local heritage, but also normalizes using regional languages and folk melodies. The band, indeed, puts the limelight on the diverse yet rich traditions and culture of the Philippines.
