Apl.De.Ap On Investing In Filipino Music: “Right now is the time.”

Apl.de.Ap has been ahead of the game, investing in Filipino talent and bridging our cultural identity to an international audience for decades on end.

Nevertheless, more than a pioneer for the recognition of Philippine music, he is also a philanthropist, a trailblazer, and a true advocate for Philippine talent. Spearheading the Apl.de.Ap International Foundation that is dedicated to helping and supporting youth in need. Through this organization, Apl uses his platform to spearhead projects that empowers these youths through music, and eventually builds their classrooms, computer labs, and the like.

On that note, Billboard Philippines held an exclusive interview with Apl.de.Ap to speak about the legacy he’s paved for the next generation of Filipino music, and what makes Filipino talent a worthy investment today.

Billboard Philippines: In your own words, why do you believe it’s important to invest in Filipino music today?

Apl.de.Ap: Right now is the moment, it’s the right time to invest in in Filipino artists, because OPM is being recognized around the world now. Just quite like, like Afrobeats from Africa, like K-pop. OPM is the next thing (because) our culture is being recognized. Right now is probably one of the times that I’ve been in the Philippines of with a longer length of time being here, and I’ve been collaborating with a lot of Filipino artists.

It’s just so much talent and all they need, really, is a chance and more investment — and, this is the time now. It’s so much like so many styles and music genres that I’m like discovering, just being at home. And, I mean, yeah, I’m so excited that that I got to witness this. And, you know, I mean, I’ve always been proud of our culture, but now I could point back to people around the world to check out Philippine music right now. It’s time.

How would you describe the evolution of Filipino music over the past decade? Are we finally seeing the recognition it deserves?

Yeah, definitely! We’re starting to find our own identity, our own voice. You know, in the past, we were inspired by a lot of Western styles of music and the culture, and now, we’re going beyond that. It’s like people are discovering their identity. I love it when in every region, they’ll drop, like, a verse in that in that dialect. Artists in the Philippines are digging deep and really finding themselves and their own identity and I’m really proud of what they’re creating, you know?

It’s going beyond like the karaoke, right? People around the world know, they know us. We’re known for singing and and you know you’ll find a tindera (saleslady) that has the vocals. But now, we’re going beyond that. We’re expressing ourselves and our culture and original writing, original music.

Through the Apl.de.Ap Foundation, you’ve supported emerging Filipino artists and creatives. What inspired you to include music as a core part of your mission?

Music is my life, and what’s what got me here, and it’s something I’ve experienced. I want to spread the experience and knowledge. Filipinos. we’re known to be about community, partying, having a good time, and it’s great, and it’s ingrained in us.

Bayanihan (community spirit) is a big part of our local music culture.

We’ve traveled around the world. And, you know, if we’re in Italy, right? You would think Taboo, my bandmate, would request Italian food. He’d be like, “Yo, let’s look for some Filipino food,” you know? It just makes you feel home. You know that bayanihan like the community, and just knowing that someone’s there from your culture, you know, because I’ve gotten to Singapore and around the world [and felt like], do they know what I’m talking about? But there’s always a Filipino there – they know what I’m talking about.

Every time “Bebot” is being played in a club outside of the Philippines, the people going wild are the Filipinos.

I’ve been into clubs in Barcelona, in Amsterdam, and they know that song. And I’m like, “wow” — it always makes me very proud, very proud. You know, our community is the one that really made that song pop off. You know, it wasn’t a intended as a single, but the community made it a single.

It became a national anthem of sorts.

Yeah, yeah. You know, sometimes you plan out a single for your album, right? It’s going to be the fourth one, and that just our community was like, “No, this is a single for us.” Like, Queen Latifah comes up to me, “You know, my favorite song on the Black Eyed Peas album is that song, ‘Bebot,'” you know.

That’s wonderful!

Yeah, and this is Queen Latifah. She’s like, “I don’t know what you’re saying, but it’s funky. You got that groove going on?” I’m like, “Yeah, that’s right.” Even Drake comes up to me. He’s like, “Yo, king of the Philippines!” I was like, “You know me? Oh my gosh.”

Well, you’ve been ahead of the game — “Bebot” has been a staple!

I’ve been trying to beat “Bebot” for a long time with a new song. I can with the new album.

I’m sure there’s going to be new staples.

Yeah, it’s been an exciting journey creating this album, and I’m actually here finishing up the last touches and collaborations and features with more Filipino artists. I’ve been in the studio here, so can’t wait. I really tried to make this album, more, you know, OPM. I mean, it’s already OPM, because I’m Filipino, but really, coming from here. Usually, it’s always coming from the US, but this was coming from here.

Since you’re working with local musicians, and we’ve been talking a lot about the community, what do you think are the most urgent needs of local musicians right now? How can we, as a community, support them?

Yes, definitely. You know, of course, the first thing we talk about, we talked about, is investment and production. We need to put some budget in our artists — you know, some quality videos and professional training.

We need to support each other, go to each others’ shows and, really try to grow the community. Then, collaborations and stepping outside of your comfort zone, and visiting other places around Philippines and discovering many music styles, genres, and sounds.

Hopefully our government would be inspired by Korea, because they really support their artists, right? And I think we need to kind of borrow some of that technique to really push OPM around the world.

With that in mind, can you tell us about any specific artist or project that you back that made you feel especially proud of the Foundation’s work?

Yeah, recently, we collaborated with a Sisters of Mary school, and we wrote an original Christmas song and involving all the kids in the school, we recorded about like 3000 kids. They actually get to own the song, so the proceeds goes back to them, you know. They get to to learn the the value, and that’s one of the really proud moment recently that I’ve worked on. And then I got these kids in Pampanga, the Ayta Brothers, I brought my portable studio and we’ve recorded them, so that’s very exciting. Looking to do more of that.

Looking back on your journey from Angeles City to global stages, how has your Filipino identity shaped the kind of music you make, and the legacy you want to leave behind?

When creating “The Apl Song,” it was some music my mom used to listen to — Asin, and I used to just hear that every day. Being away from a family, when [I heard] the song called “Balita,” I was like, “Oh, this best describes my life.” I incorporated that, and Will came over and he was like, “Yo, what is this?” I was like, “Oh, I think just something I’m working on. Like, you know?” He’s like, “What is that? That’s Tagalog, right?” I was like, “Yeah.” Will’s like, “Yo, you should put that on the album.”

I was like, “What? Alright, cool,” you know. So we put “The Apl Song,”‘” and then it became a tradition on the next album. Will called me like, “Yo, you need to do a full Tagalog song. I’m Kapampangan, and I only learned Tagalog in school, so now writing a whole Tagalog song, I was like, “Oh, this is going to be a challenge.”

I was more worried of my grammar, and I was kind of nervous about it. Will was like, “Do you say hot chick?” I remembered that word bebot. And Will’s like, “Yeah, and now you just do your verses all in Tagalog. It’s gonna be a dope song.” I was like, “Alright!”

Who’s a Filipino artist you’ve been eyeing to work with?

Sunkissed Lola is one of them.

“Pasilyo?”

Yeah, I love that song. Flow G, Hev Abi, I’m trying to get Al James too. I’m trying to write a song for me and Sarah Geronimo, I just wrote a song for BINI. So many more — Morobeats, too.

What gives you hope about the next generation of Filipino artists?

What gives me hope is that we’re being recognized now, and it’s time to really show who we are, and with the technology now you could utilize so much technology to promote yourself, to create content. Just an advice, like, as an artist, since streaming doesn’t really pay now, so you have to think of yourself as a brand. Brand collaboration, and think of other ways to selling your content, and your music.

I’m so hopeful, because the artists, they’re not waiting, they’re not waiting for any label. They’re doing it all on their own. That’s what we had to do in a business to prove ourselves, we have to prove ourselves that our stuff is is tangible and marketable. People are starting to find their niche. The production is like — I’m like, “Oh, I need some beats from these guys.” Even outside of Filipinos outside the Philippines are paying attention as well. Now more than ever, I’m very hopeful.

Before we end, you’ve recently debuted your first pre-release single “I Wish” leading up to your upcoming album. Can you share more on how this song will fit into the overall narrative of the new album?

It is related to a time period where I was going through difficult times with love and relationships. The song is about, basically, the one that got away. I really got deep into music and my career, and sometimes things suffer in your life. And so I sang about it, you know? I wish I could have taken that love a little more carefully.

It’s like an apology song. I wish that we could be again, wish I did it right, and I’m reflecting, and I learned from that. So it’s about learning from your experiences, and sharing some of my love experiences.

*This interview has been edited for length and clarity.