Expanding the possibilities of Pinoy hip-hop, Spotify launches Kalye X, its latest initiative dedicated to collaborations between artists, fans, and the community. As part of the initiative, Spotify worked with emerging and established Pinoy hip-hop artists to release a series of Spotify Singles. A first-of-its-kind in the Philippines, these original tracks bring together local artists to showcase the depth and diversity of Pinoy hip-hop.
From August until October, three Spotify Singles will be released, featuring artists from Luzon, Visayas, and Mindanao. Kicking it off is the dynamic pairing ofย Midnastyย andย Cookie$, presenting their track as an ode to the vibrant Visayan scene. Hailing from Zamboanga, the inventive collectiveย Morobeatsย led by DJ Medmessiah, reimagines the sound of Mindanao hip-hop with their unique track. Lastly, representing the streets of Manila,ย Gloc 9,ย Hero, andย Ramdissย will pull off a three-way collaboration like no other.ย ย
“As a way to bring Spotify’s Kalye Hip-Hop playlist to life, Kalye X aims to amplify the everyday stories and experiences, told by passionate artists and communities. With the growth of Pinoy hip-hop listenership doubling in the past year, itโs important that we empower our artists to share their craft with fans in a deeper way, as well as push the boundaries of Pinoy hip-hop music culture,โ saidย Kossy Ng, Head of Music for Spotify Asia.
Filipinos are fired up for hip-hop
Through its chest-thumping beats and infectious rapid-fire lyrics, Filipinos have had an incredible appetite for Pinoy hip-hop. Local hip-hop songs witnessed an impressive 700% growth in local streams in the past five years, while Spotifyโs Kalye Hip-Hop playlist saw a five times increase in listenership since it launched in 2018.ย
Notably, listenership of Pinoy hip-hop also grew globally at 600% strong with top markets including the United States, Canada, and Australia and more. Spotify’s global reach not only gives artists the opportunity to connect with fans and potential new listeners from around the world, it also serves as a way for Filipinos living overseas to stay connected to local culture.
Speaking at the launch party held in Brooklyn Warehouse in Manila,ย Kossy Ng, Head of Music for Spotify Asiaย was joined by hip-hop artistsย Al Jamesย andย Cookie$ย and shared more insights on the vibrancy of the Pinoy hip-hop scene.
Filipino rapper and songwriterย Al Jamesย gave a shoutout to the OG Pinoy rappers for inspiring him to pursue his own dreams. โJust by listening to them, they became my mentors. They passed on the energy of Pinoy hip-hop to us. Iโm proud of what and where Pinoy hip-hop is now. He also weighed in on the possibilities of Pinoy hip-hop in the global scene, โParang sabi niย Cookie$ย kanina,ย na-representย niya โyungย Cebuano.ย Kaya ngย Cebuano, Tagalog,ย tumagos sa ibang bansaโ.
Cookie$ย shared how he found his voice as a way to represent his roots, โWhen I started rapping in Bisaya, I found my niche, and it made me stand out. My language has a very distinct sound and tends to be very passionate. It is important to put Bisaya culture on the map and inspire others looking to follow their passion. Spotify has been continuing to help me and other artists elevate Filipino talent while remaining true to our roots and distinct artistries.โ
For the community, by the community
Spotifyโs Kalye X launch brought together hip-hop artists and the community to celebrate the potential of Pinoy hip-hop, with live performances byย Midnasty,ย Morobeats, andย Al James. Inspired by theย Kalye Hip-Hopย playlist, the interactive graffiti street art installation by Kayo Cosio and Trip63 breathed life into the venue, while the dance battle featuring the Philippine All-Stars with music by DJ Jazz Zamora displayed hip-hopโs boundless energy.
Continue on Kalye X’s journey, with Spotify taking the launch of the three Spotify Singles to the heart of Cebu on 26 August, Davao on 23 September, and Manila on 28 October, where the artists will unveil and perform their latest tracks in the first-ever series of Spotify Kalye X concerts. For more information, followย @spotifyphย on social media.