BINI On Top: Life As The Philippines’ No. 1 Artist 

There lies an immense honor in the title, ‘The Nation’s Girl Group.’

In South Korea, K-pop juggernauts like SM Entertainment’s Girls Generation and JYP Entertainment’s TWICE have carried the distinguished title on their mantle throughout the years, speaking volumes about their resonance and lasting influence on their respective nations as time goes by. Yet in the Philippines, only one group has been given the honorary title throughout the Philippines’ rich musical history –– and it belongs to ABS-CBN’s eight-piece girl group BINI. 

Their name, inspired by the Filipino word binibini (which means “young lady”), catches on to you in a near-instant. Though, their name is made more memorable by the vibrant cast of talented ladies it’s comprised of, which includes the group’s leader Jhoanna, and members Aiah, Stacey, Colet, Sheena, Maloi, Gwen, and Mikha. Brought together by ABS-CBN’s Star Hunt Academy program, the members of this all-Filipino P-pop group have spent the past four years since their debut making a name for themselves in the local scene, releasing two full-length albums, performing at countless mall shows and events, only to find breakthrough success into mainstream consciousness this 2024. 

Following their string of not one, nor two, but four viral chart-topping singles (“Karera”, “Pantropiko”, “Salamin, Salamin”, and “Cherry On Top”), two massive (and instantly sold-out) concert showcases, and a record number of prestigious awards wins (both local and international) this year alone –– it’s undeniable as to why BINI are currently the number one artist in the Philippines.

“In my eyes, I think 2024 is really BINI’s year,” Aiah gushes to Billboard Philippines, as we await the rest of her fellow members to finish their solo photoshoots. “It’s like we couldn’t believe that all of this happened in one year alone, especially with how fast the pacing was considering we didn’t expect all of this to occur in just a year,” she confesses.

Being the No. 1 artist in the Philippines, the members of BINI feel a substantial amount of pride and disbelief that comes with the honor. Other top artists in the country such as renowned folk-pop band Ben&Ben, alternative group Cup Of Joe, beloved singer-songwriter TJ Monterde, and the soulful Arthur Nery have already established themselves as celebrated hitmakers over the past few years –– yet it was BINI’s dominance that reigned supreme over the past twelve months. 

As if the ‘Nation’s Girl Group’ moniker wasn’t enough, having the honor of being the ‘No. 1 artist in the country’ adds even more responsibility onto the group –– given their rising popularity both in and out of the Philippines. 

“We feel honored to be representing the Philippines on the global stage because this has always been our dream to begin with,” says Jhoanna. “Because we [Filipinos] can do it. All you need is the support of our fellow Filipinos. Because with Filipinos, their level of support is different. And I want this to show that we’re capable of this –– especially as we bring ourselves onto the global stage.”

Such a level of visibility on the global stage comes with its fair share of pressure as noted by Maloi and Gwen, who both state that there’s a “good kind of pressure” that follows the group as they reach new heights of their career. “I think [the pressure] is what pushes us to become better, and I think it’s okay to be nervous every time that [others] say that we are the Nation’s Girl Group. Because maybe when we’re nervous, it shows that we’re still grounded [in our roots],” Maloi continues. 

Staying grounded is another example of how the beloved girl group stays focused and aware of their place in the world, with Stacey pointing out how their titles carry a significant weight in their mindset as artists and performers. “It isn’t just any name for us, because it’s more of a responsibility that we should live up to. Because our name as BINI should reflect our discipline and good attitude as respected figures on the scene,” she explains. 

“As a group, we often think about hoping to continue this honor. Because what’s nice about it is that [the title] didn’t come from us, but it came from the people themselves. It means that they see something in us –– they see potential. So it’s on us to give back and prove to them that we do deserve this title,” Sheena proudly mentions. 

“Even when hearing about the number one ranking, it doesn’t really matter to us. All we girls want is for the Philippines to appreciate us, because how can we start internationally if we are not acknowledged in our own country?” she questions.

She continues: “Of course, we’re grateful and extremely humbled that there are titles like that given to us, but we really think the most important thing for us is our connections with our Blooms [their fanbase] and the Filipino people.”

In the various online spaces across the multitude of social media platforms out today, you could easily note the fervent nature of BINI’s rapidly expanding fanbase of Blooms –– whose growth could easily rival the passion of Taylor Swift’s chronically online Swifites, Beyoncé’s loyal Beyhive, or BTS’ dedicated ARMY fandom. 

However, when looking back to the early days of their career, life for BINI was a whole lot different from their reality now, given that they debuted amid a worldwide pandemic. Establishing a presence and fostering connections with an audience proved to be a difficult task for both the group and their management –– especially with the lack of space for them to do so.

Their solution? To create their own social media space in which they made active efforts to develop their own community that allowed them to reintroduce themselves as public figures who still felt genuine amidst their idol status. “We didn’t have ABS-CBN as a network anymore and we took inspiration from other idols becoming more authentic to their audiences, which is why we had to [really] find ways in which we could promote ourselves,” says Gwen.

With everyone’s attention glued to their phones at that period in time, Aiah notes how it was the perfect time to make their presence known. “The pandemic was the time when we tried our very best to be seen online –– especially since that was a great opportunity for us to introduce ourselves at that time. We did a lot of solo and group content, and we would have assignments so we could also get to tap different markets, age groups, and all that. I think it helped us a lot,” she says. 

“As a group, we really worked together with our team to figure out how we could maximize the use of social media so that we could connect and communicate with our supporters, the Blooms. We would do livestreams, vlogs, and other gimmicks online, and sometimes we’d just film ourselves doing random things inside the house we were cooped in together. Because that was really the only way in which we could let people know that BINI existed at the time,” Colet further explains.

The efforts of their endeavors paid off –– resulting in nearly 18 million followers across platforms like Facebook, X (formerly Twitter), Instagram, TikTok, YouTube, and Spotify. By last year, BINI had harnessed the power of such platforms to inspire several dance challenges (especially with this year’s summer anthem “Pantropiko”) and interactive content that encouraged their Blooms to participate, making their audience feel closer than ever before to their idols.

“People want people who are relatable. [Even me,] when I try to find someone I want to idolize, I want someone I can relate to and be like, ‘hey, they’re just like me.’ That’s why there are so many people who have told me that with all the attention we’ve made online, it turns out that we’re relatable. And that’s great!” says Aiah.

Such connections have gone beyond the confines of social media and onto the stage, wherein fans can feel the power of their bond with BINI. “Even with how social media is, I think that it was through our music that we connected with them. Whenever we perform, I feel it’s important to not just focus on the cameras but also to look at them in their faces and eyes to make sure they feel as if they’re also with us in this performance,” Mikha narrates. 

Maloi, who credits her nature as an empath, explains that she makes an active effort to leave an impression on their fans in a similar vein. “Every time I meet them, I really want to look at them because there’s a side to me that wants everyone to feel included and seen. It’s how they make me feel and I want to give it back to them –– so I hope it has an impact on their lives.”

‘Whenever we see the support of our Blooms, it’s what keeps us motivated. They really want us to hit the global stage, which is why we really want to aim for it –– just to tell them that we’ve got you, you know? Like, you can trust us, we can do this, and all we need is your support to keep us pushing,” adds Sheena.

While there lie many positive aspects to BINI’s relationship with their fans, their rapid ascent to the mainstream consciousness has also warranted more attention to the group –– and not necessarily in a favorable manner. These days, the members of BINI face a number of hate comments, unfair criticism, and privacy breaches that are harmful to their mental and even physical well-being.

It’s similar to what we’ve noticed from the cases of Chappell Roan or even NewJeans, which is why it’s challenged the group to forcibly adjust to the price of fame within a very short period. “At first it was really hard. It’s true that we’ve waited for this big break –– but it’s so different when you have so many people looking at you. Even if you only mean good things or positivity, they can still take it as a bad thing by twisting your words,” Sheena mentions with an exasperated nature.

Such instances are inevitable given the state of the internet these days, as noted by Colet, who states how it’s affected her personally in the past. “You really can’t avoid these things. Before, I was actually the most affected by what I’d read online. But eventually, you’ll learn how to filter what is a genuine comment and what isn’t, or whether its intentions are pure or not.”

Having experienced her fair share of criticism online, Gwen has learned to be mindful of what she devotes her time to online. “I have learned that you shouldn’t waste your time [on such comments] and that you should choose where to react or put your attention to. I’ve been dealing with it since my [Pinoy Big Brother] days, so it’s really just something you just learn on the way,” she states. 

While it’s easier to ignore what’s posted online, it’s an entirely different nature when it comes to being followed to their homes, or even to the bathroom by some fans. “Some people, by choice, do not understand nor do they choose to respect our privacy. At first, it was really overwhelming and it gave me so much anxiety. But now it’s become a test of boundaries for us and a test of patience, so it’s a learning process to this day,” Aiah shares. 

Jhoanna recalls an incident wherein some fans would pass by her home during her rest days, calling out her name from outside the window. “It can get really scary because here they are ––  coming up to my personal space. It’s really important to set boundaries because while I do understand why some people would react like that –– we’re still people at the end of the day.”

The escalation of such cases over the past year eventually led Aiah to speak up about the matter on her social media accounts, calling for respect for her privacy due to the frequent nature of such incidents. While the post’s reception was met with both positive and negative responses from fans, what surprised Aiah and her fellow members the most was how several other artists expressed their gratitude and support for speaking up about the issue. 

“Apparently, there are a lot of people who have been afraid about this. Ever since we spoke about it, I received a lot of thank you messages because it was like I was also speaking on behalf of them,” Aiah continues. “It made me realize that with our platform, we really get to represent the local music scene in a lot of different ways that we never expected.”

As prolific figures within the Philippine music scene, BINI now carry the additional responsibility of being flag-bearers for Filipino music and P-pop on the international stage. Aside from their ability to speak up about issues plaguing their fellow artists, they also carry the daunting task of lifting up the recognition of the entire Philippine scene as they begin to expand their reach across the globe.

“It’s such a great responsibility [to have]. We’re not just bringing our name [up], but we’re incorporating the Philippines name to BINI. And it’s quite an honor to have that,” says Aiah. “We started out as a bunch of girls from different parts of the Philippines, and because of that, it’s motivating. We see it more as a motivation because a lot of people trust us, that we can do more than what we expected.”

She continues: “We’re not just doing this for ourselves because there are also so many artists out there who believe in this for us, old ones and new ones alike. It’s so cool to see how much trust they’ve put into us because what happens is not just our success, but it will also come up as everyone’s success.”

While some would mention the group as a trailblazer of sorts on their current career trajectory, Colet states that they are merely following in the footsteps of several local artists who came before them. “We’re just following the path of those who came before us in order to sustain what Filipino music is known for so that it can become recognized even more. We have so much to offer the international scene, and what comes from the Philippines is truly beautiful. But we just really need support from the Philippines first. We’re already good at supporting other talents from other countries, so what more if we can support what we have first? ,” she further adds.

To Jhoanna, the honor of representing Filipino music comes as a means of giving back to a community that has supported them since their debut on the scene. The group’s fellow top artists have continuously championed BINI throughout their various endeavors –– whether it’s by posting their own renditions to their hit songs (a la TJ Monterde’s viral cover of “Salamin, Salamin”), inviting their members to collaborate on new projects (like Cup Of Joe having Jhoanna star in their music video), or even celebrating their milestones as if it were their own (as Ben&Ben expressed their pride after BINI beat their Spotify record).

“It’s our means of giving back to the scene who have given us so much. It’s not in our minds that we’re the ones lifting up [Filipino music] because it really isn’t like that. The scene is so rich and it deserves recognition of its own merit –– because we started out like so many others from there,” she says of their responsibility. “All we need is the support for our fellow artists [from our fans] because their songs are already great and they’re already so good at their craft. We just need the push for them to get bigger and more recognized worldwide,” Jhoanna concludes.

Such sentiments are echoed by Mikha, who notes that the group’s goals go further than their quest for ‘world domination.’ “Our goal isn’t just to bring BINI into the international scene ––our goal is to have all Filipino artists be appreciated and known internationally as well. Since we are representing the country, we want to bring the Philippines with us –– incorporating our culture, language, humor, talent, and everything else as we move forward in our career.”

With the year 2024 coming to a close, the members of BINI are already gearing up at full steam for an equally busy 2025. Having announced several new projects during the final show of their Grand BINIverse concert series a few weeks back (including their highly anticipated comeback track “Blink Twice”) the group is showing no signs of slowing down in the months ahead.

“I think it’s very unexpected [from what we’ve done], and it’s taking a step up from what we’ve done in the past,” teases Maloi regarding their upcoming comeback. “It’s like a different chapter of BINI –– almost as if we’re evolving into BINI 2.0.” 

Also scheduled early next year is the group’s forthcoming concert at the Philippine Arena for their Grand BINIverse repeat on Valentine’s Day –– solidifying them as the first-ever Filipino solo act to headline a show at the colossal concert venue. With a capacity of fifty-five thousand seats for audiences, the group notes that performing within the venue’s halls is already a dream come true. 

“We still don’t know how it’s going to go,” mentions Colet, citing how the logistics are still in the works. “But whatever happens, we’re just so excited for the day to come because our dreams are finally happening.”

Such opportunities are the stuff out of the members’ dream journals and their management’s list of long-term goals for BINI, yet all these developments are occurring within such a short period of time. Yet if there’s one thing that they would want people to take out of all these milestones in their journey –– it would be that they retained the same authenticity that’s been present ever since their Star Hunt Academy days. 

The aforementioned trait is something that has remained a constant inclusion in BINI’s vocabulary, given how it’s often been thrown around in various interviews, press releases, and the like. Yet there still lies a genuine appreciation for the word –– especially as they embody it wholeheartedly in their approach as world-renowned musicians.

Amidst the progression of their career and reputation as the nation’s girl group, Maloi credits sticking to ‘BINI-core’ for remaining authentic to themselves after all this time. “Whoever we were before, I guess we just elevated a bit. But our core remains the same –– which is comprised of our love for our craft, the fans, and what we do. It’s all still there and it will only change as we mature and the world we’re working in continues growing with our fandom,” she states.

“With all the success and the music that we have, I want everyone to remember us as people, and how we are as the same BINI girls after all this time,” says Aiah. “We want BINI to remain authentic because we don’t need the standards of others. We’d want to be the same without losing who we were from the start,” chimes in Colet.

Now, as they look forward to what lies ahead of their careers (whether it is the next two, five, ten, or twenty years from now), the term ‘legacy’ gets thrown into the mix –– which baffles them for a bit until it elicits a reflective response from each of the BINI members. “I feel like I’m fifty years old when I hear that word,” Aiah jokes. 

Stacey and Gwen look to the impact of their discography on future audiences, particularly tracks like “Pantropiko” and “Da Coconut Nut.” “I feel like those are the songs that are going to stick with anyone, no matter who you ask. I hope those are what we leave behind, especially if they can find new life with audiences in the future just as the latter did with Mr. Ryan Cayabyab and us,” Stacey continues.

Yet past the catchy hooks and repeatable nature of BINI’s music, Jhoanna and Colet state their wish for audiences to remember their attitude as idols. “Your talent is what will get you known in this industry –– but it’s your attitude that will give you a lasting impression on the scene,” concludes Colet.

Ultimately, BINI’s titles as both the Nation’s Girl Group and the No. 1 artist in the Philippines come with a tall order — one they have embraced with grace, passion, and an unshakable commitment to excellence. Their journey has already left a strong imprint on the history books of the storied Filipino music scene, marking a pivotal chapter in the evolution of Filipino music and P-pop alike.

“I hope that they [Filipinos] will never forget the craze that we left on the world in this lifetime,” Maloi shares with a cheery smile. “Because you’ll never know, there might be several groups that will come out 20 years after us, but I hope they will never forget the happiness that we [as BINI] have left for the [Filipino music] scene over the years.”

As they look toward the future, BINI remain grounded in the values that brought them this far. For them, it’s not just about the records they’ve broken, the titles they’ve earned, or the milestones they’ve achieved — it’s about the happiness, pride, and inspiration they’ve sparked in their fans and the industry they love. With their artistry, they have not only redefined the limits of what Filipino music can achieve –– but also set a new standard for what it means to leave a legacy.

Through every stage, every song, and every connection they’ve made, BINI has proven that their story isn’t just about them or their reputation — it’s about the movement they’ve created, one that uplifts OPM, unites generations, and inspires the world to dance to the beat of Filipino talent. 

As Maloi poignantly reflects, “It’s obviously an honor to be recognized as the Nation’s Girl Group. But with all those people that we were able to reach –– I think the most important thing is that we realized is that we have the power to make people dance.”

_{Featured artworks – Cover: Orley Ypon, Twilight in Pussian (Alcala, Cagayan Valley). Solos: Orley Ypon, Blooming Flowers in Pussian (Alcala, Cagayan Valley).}

_{Photographed by Shaira Luna. Creative Direction by Alannah Mitra. Art Direction by Nicole Almero. Styling by Quayn Pedroso. Makeup by Angeline Tan (Maloi, Mikha, Gwen, & Stacey). Makeup by Theresa Padin (Colet, Aiah, Sheena, & Jhoanna). Hair by July Vito (Stacey, Aiah, Colet, & Sheena). Hair by Cristine Benoman (Jhoanna, Mikha, Gwen, & Maloi). Photography assistants Emelito Lansangan & Albert Calaguas. Styling assistant Renan Pacson. Produced by Mika Cruz.}