P-pop Is Heading To The Next Level – With G22 And ALAMAT Spearheading The Movement

Whether you like it or not, P-pop is nearly everywhere you could look.

From the billboards in EDSA that you drive by and the unskippable advertisements you see on your phone screens, to the upbeat tracks that come up in your streaming algorithms, the overarching presence of what was once a niche genre has risen to become the loud and proud heartbeat of the Filipino music scene today.

P-pop’s evolution from the kitschy days of the Sexbomb Girls or the Chicser phenomenon has blossomed into a mainstream movement that is ubiquitous and as highly organized as it is methodical. 

These days, heavy-hitting acts such as SB19 and BINI have become recognized across both the local and international scenes — not merely for their chart-breaking accomplishments or their expansive (and distinctly Filipino) discographies, but also for their impeccable branding that has won over millions of fans all across the globe.

With the immense and stratospheric success of their efforts, the doors have been opened for a new wave of acts like VIVA Records’ multicultural six-member group ALAMAT and Cornerstone Entertainment’s dynamic trio of femmes fatales, G22 — who, despite continuing in the same footsteps of their predecessors, have also reshaped the boundaries of P-pop into their own intentions and unique ways. 

Since their respective debuts back in 2021 and 2022, both groups have been making waves within the Filipino music scene, gaining prominence over the past few years with an abundance of hit singles. ALAMAT’s “Maharani” has found itself on the Billboard Philippines charts numerous times, while G22’s “BANG” has solidified itself as a razor-sharp hit that has become beloved by the general public. The trajectory of their careers has only grown their presence, and has built them up to become the next big thing within the sprawling P-pop scene. 

Yet today, the two groups have found themselves at the Billboard Philippines studio as early as five in the morning, getting ready for a full-day shoot that includes multiple layouts and outfit changes as the cover stars for this June issue. Despite the early hours required of them, both groups have nothing but gratitude for being the faces of the burgeoning P-pop movement.

“Being here right now, it’s an absolute honor. We’re grateful for the opportunity to represent P-pop and Filipino talent, and this cover is a big honor for us because now there’s a platform for us to share what we’ve always wanted to do in our careers,” says ALAMAT’s Jao. Such sentiments are echoed by G22’s AJ, who makes a strong point by stating, “We’ve seen our seniors be part of this platform as well, and to be part of the lineup alongside them, following in their footsteps, is such a big privilege and also a responsibility that we have to live up to on our end.” 

Of course, getting to this point comes as a result of several years of hard work, dedication, and time spent evolving into the artists that they are today. G22’s Jaz notes just how much they’ve witnessed from both themselves and the scene within that timeframe, saying, “It has been so incredible to see the growth from our peers and the people around us.“

“From the first time we met each other, our first performances, and how our stages and platforms grew in several ways alongside P-pop, it only goes to show that the music industry of the Philippines is growing so much, and it’s amazing being a part of that,” she continues.

Within that time, ALAMAT has become renowned for their integration of cross-cultural elements in every aspect of their artistry, while G22 have been crowned the prestigious title as the “Female Alphas of P-pop” for their distinct and empowering set of soundscapes. Even when considering the commercial and business sense, they’ve become adorned with several brand partnerships, taking on responsibilities as the faces and ambassadors to some of the biggest names in the local industry. 

However, getting to this point in their respective careers comes as a result of several formative experiences and challenges that have shaped their career mindset — both for better and for worse. Though each of them has welcomed change and growth in their lives, it obviously manifests in ways that no one could control. 

“The mixture of what ALAMAT is today just wouldn’t be possible without the struggles, failures, and the accomplishments we’ve faced as a group,” mentions Taneo, reflecting on all they’ve experienced since their debut. 

As the members of ALAMAT expound upon their struggles, they note how the issue of colorism and discrimination over their accents is something they’ve often faced over the years. Despite being confident in their own skin, they mention how the barrage of negative comments is often difficult to ignore, leading some members to become shy about showing what they’re capable of. 

“Parang naiilang kami kasi may mga masamang comments ‘yung mga tao. Kaya minsan, nahihiya kami ipakita ‘yung talent namin. Pero ngayon, gusto namin ipakita kung anong meron kami, kahit anong sinasabi ng mga iba diyan. At buti na lang may mga changes na nangyayari,” says Alas. 

Jao also somberly points out the factor of their changing lineup, as they initially started as a nine-member group but have lost three members in the four years since their debut. “It turns out each and every one has different paths, and kami ‘yung nagsama-sama. But we’re still proud of each other,” he states.

The matter of changing lineups and the loss of a member is an experience that G22 is also all too familiar with, given the departure of their fourth member back in 2023. Yet despite the initial setback, it was a challenge that the remaining members welcomed with open arms — even if it meant taking on more responsibilities, and having to adjust in a myriad of ways.

“We really fought for our journey to be here,” notes Jaz. “And I think that’s something we’ve tried on all of our songs, specifically our most recent track, ‘Pa-Pa-Pa-Palaban.’ All of our personal and group experiences led up to that moment. We’ve had a lot of dark, confusing times, and, individually, there were so many sacrifices that we made to stay together.”

But in the face of uncertainty, nothing ever felt truly limited for G22. Their struggles were immediately countered by a collective mindset that embraced the chance to evolve, and to learn from their mistakes, experiences, and the people around them.

“I think it just came naturally that we were growing as well. We started our careers late in our teens, approaching our adulthood, so we took whatever we could and translated it artistically and musically. From there, it just naturally evolved into spreading empowerment and confidence for those around us,” AJ says.

Alfea points out how they’ve taken inspiration from their surrounding environments, noting, “We learn so much from our peers, our mentors, and from the people surrounding us. And that helps us in delivering the message we want for our music. But [we asked ourselves], how do we make it powerful and spread out? And I think that’s where G22 comes in,” she states.

Amidst all the experiences that ALAMAT and G22 have faced, it’s an undeniable fact that both groups have emerged wiser, more dedicated, and ultimately more successful with everything they’ve managed to accomplish over this period of time. And though their undisputed success comes with quite a high, there still lies an underlying pressure that they often feel from time to time — which the two P-pop acts agree is beneficial to their craft.

“I feel like it’s more of a good pressure to push us to be better,” says Jao. “Dumadami [kasi] ‘yung mga P-pop groups, which is good. And lahat ng mga P-pop groups, super talented. Though it’s not a competition, we’re motivated to be better at galingan pa namin lalo, especially since nauna kami, so we need to show them what we’re capable of.”

Alfea makes a similar point, expressing the motivational effect it places on her and her fellow members: “Feeling it just means that what we’re doing is very important for us. Because if we don’t feel the pressure, it just means that we don’t love what we do.”

“The presence of pressure just signifies how great our peers are, and we [honestly just] look to them with sheer awe,” adds Jaz. “There’s no body or formula that we feel pressured to replicate, but the standard of how excellent they are, how they show up and do their best all the time — that’s what we want to replicate and to pursue ourselves. It’s like we’re fighting against our [past] selves, so that we can figure out how we’re going to level up from where we are.”

AJ then concludes that it’s the very element that gives G22 their formidable edge that they’ve become renowned for. “It is good pressure, because it pushes us not to be stagnant. It pushes us to be greater and to strive for excellence in whatever we do. Because diamonds are made under pressure,” she states with unabashed confidence. 

With everything that ALAMAT, G22, and the rest of the P-pop scene have accomplished, both groups have only high hopes for what lies ahead for the genre. Aside from the spaces they’ve been able to carve out for themselves, they have made a significant impression on what P-pop can be, finding new means of breaking its boundaries, and innovating the signature elements that have made the genre a cultural staple of the 2020s. 

Although no one can be sure with regard to the future of the genre, ALAMAT’s Jao hopes that it could very well be recognized on the same level of global phenomena such as K-pop, hyper-pop, and the like. “Within the next few years, I’m confident that P-pop will be given a platform that could introduce an artist to the Philippines and the whole world, just like what K-pop has done for Korea. Because it’s something that we deserve, especially since napaka-talented ng mga Pinoy.”

“When you think of Filipino music, you really think about how much of themselves they put into the music. Perseverance, hard work, and heart, it’s like lumalaban talaga ‘yung Filipino music because there’s so much potential in it, because we really fight for it,” mentions AJ. Alfea concurs, “Everyone notes na Filipinos are so resilient, and that’s something I could connect to the P-pop scene because all these idols have a lot of potential, which is why I see the genre continuing to rise in the Philippines and the world.”

While Filipino music continues to expand its global footprint, there’s no denying that P-pop stands at the forefront of this movement. Given the massive success and resounding impact that several P-pop artists have made, it has only paved the way for the next generation of local talent to have the spotlight shined on them — which is exactly where ALAMAT and G22 are standing proudly. As more eyes take note of the genre’s rapid ascent, it is these two acts that stand as the next big names that can take Filipino music to the next level alongside their peers who have shared the space and paved the way for them. 

With new EPs from both groups scheduled to drop later in the year, there lies so much promise and potential with what lies in store for their careers. Because as ALAMAT and G22 embark on new horizons, it’s up to us to pay attention and behold what they’re capable of — as it is them who will trace the trajectory of what the future of what P-pop will soon evolve into.

For as P-pop continues to rise, it is through its journey that we bear witness to how ALAMAT and G22 usher in the next generation of Filipino talent that can follow in their footsteps.

A version of this story originally appeared in Billboard Philippines‘ June 2025 issue.

_{Photographed by Alexis Dave Co. Creative & Fashion Direction by Daryl Chang. Art Direction by Nicole Almero.}

_{ALAMAT: Styling by Bettina Banez, assisted by Mel Estillore & Chloe Villanueva. Glam Team by NIX Institute of Beauty. Makeup by Nix Soriano (Jao & Taneo), assisted by Jamila San & Patricia Marcaida. Makeup by Leilani Bamba-Rizon (Mo). Makeup by Maribell Ramat (R-Ji), assisted by Lucille Plaza. Makeup by Crish Marfil (Alas), assisted by Lucille Plaza. Makeup by Red Pajarillo-Santiago (Tomas). Hair by WanWan Podadera Amarillo & Jessey Marie (Jao, Taneo, & Mo). Hair by Jessey Marie (J-Ri, Alas, & Tomas). On Jao: Sheer button-down, vest, and trousers by Miguel Rosario. On R-Ji: Barong coat by Amor Albano courtesy of DOST-PTRI. On Taneo: Barong bomber jacket by Jan Paul Martinez. On Alas: Embroidered silk linen barong by Kelvin Morales, Boots from London Rag. On Tomas: Barong by Antonina, Barong vest by Jan Paul Martinez. On Mo: Boxy barong shirt by Patrick Lazol, Sheer overskirt by Antonina.}

_{G22: Styling by Eldzs Mejia, assisted by Carl Alberto & Miggs Leguera. Makeup by Jay Salecod (Alfea & AJ). Makeup by Marben Talanay (Jaz). Hair by Jay Wee (Alfea, AJ, & Jaz). On G22 [Layout 1]: AJ JAVIER. Suit jacket and suit dresses. On G22 [Layout 2]: CARL ARCUSA Dresses and ensemble. H&M belt.}

_{Production Design by Arj Madz. Photography assisted by Cedie Barrameda & Joey Haber. Produced by Mika Cruz.}

_{Written by Gabriel Saulog. Billboard Philippines, June 2025.}