One might know Joey Ayala as a pioneering figure in the Filipino music scene — standing at the crossroads of tradition and modernity, seamlessly blending indigenous sounds with contemporary influences. 

With a career spanning several decades, Ayala has become synonymous with the rich tapestry of the local music scene, earning recognition not only for his captivating melodies but also for his profound commitment to cultural heritage. Throughout the years, his work continues to invite listeners to explore the depths of Filipino identity — drawing from a wellspring of folk traditions while integrating modern musical forms.

Joey Ayala billboard philippines

Ayala’s artistic journey is characterized by his innovative approach to instrumentation and lyrical storytelling, as his songs often reflect themes of social consciousness, love, and the beauty of Filipino culture, making them both relatable and profound. Such a fusion not only revitalizes interest in indigenous music — but also positions it within the contemporary music landscape, encouraging a new generation of artists to explore their cultural roots. 

Yet as Ayala’s contributions extend beyond his own discography, they continue to embody a movement that champions cultural pride and authenticity in a rapidly globalizing world. Having recently been awarded the Tanging Parangal ng CCP (Cultural Center of the Philippines), such an honor bestowed by the CCP stands as a testament to the renowned folk musician’s significant contributions in the realm of Philippine arts and culture.

In this interview with Billboard Philippines, Joey Ayala opens up about what such a prestigious award means to him, his reflections over his decades-long career on the scene, and what advice he has to share with the younger generation of artists who are looking to continue the nature of his work.

Joey Ayala billboard philippines

Billboard Philippines: How does it feel to be recognized with the Gawad CCP Para Sa Sining award, the highest distinction in Philippine arts? What does this honor mean to you personally and professionally?

Ayala: How does anything feel? When straightforward speech fails we resort to art, to metaphor. Receiving the award is like soaking in a hot mineral pool at twilight, surrounded by loved ones and the sound of cicadas. This means I did some things right!

Given your prolific journey in the local music scene, what would you pick out as the highlights from your career?

The early days will always be “high” and “light” — much younger, more energetic, and the firsts were all exciting and rewarding, as well as educational. It’s not clear to me when my life became a career!

What inspired you to incorporate indigenous instruments in your music, and how do you think this decision influenced the Philippine music scene?

My first encounters with these instruments and the musicians made me feel that this music was more real than all the recorded music I had so far absorbed from radio, records, and tapes. I was literally entranced by the sound of the first agong (gongs used by the Maranaos and other ethnic groups in Mindanao) I had ever heard. I felt the vibration in a core that felt deeper than the physical core. I felt an urge to have this in my life, in my music.

The song recordings using these instruments (and the indigenous feel-vibe) did resonate with many other artists, not just in music. It’s a whole matrix of things, a hologram, this “Bagong Lumad” fusion of old and new. It happened all over the world at about the same time — something I found out from traveling and playing abroad. A roots-based sentiment expressed on the modern stage. You will find a whole spectrum of new indigenous art on YouTube.

How important do you think awards like the Gawad CCP Para Sa Sining are for the recognition and preservation of indigenous Filipino art and culture?

Gawad CCP Para Sa Sining and other higher-level honors are landmark awards. They act like signposts saying “This is the way we should go.” There is an institutional weight and authority to these awards. It’s like being knighted. ‘Yung [pagiging] National Artist, parang canonization na! (Becoming a National Artist, it’s almost like a saint’s canonization at this point!)

Joey Ayala billboard philippines

In your opinion, what role does music, particularly your style of blending indigenous and contemporary sounds, play in shaping Filipino identity today?

The blend of contemporary and indigenous is a handy identity marker. It’s not the only one, though, and the shaping of “Filipino identity” all depends on us individuals, on our decisions and actions. Is there an “ideal Filipino”? Are we in search of some stereotype or mascot? I just contributed some of the possible permutations of the “Filipino sound.”

With how much of an impact your contributions to the OPM landscape have changed the local music scene, what legacy do you hope to leave behind?

A painter once told me, “Kawawa kayong mga performer, walang artifact na naiiwan. Magpinta ka na habang may halaga pa ang pirma mo.” (“I feel bad for performers, because they don’t have any artifacts to leave behind. So keep painting while there is still worth to your signature.”)

I’m not really thinking of what I will leave behind but of what I still want to do!

How has the reception of your music changed since your early years, and how do you think this award will impact the way your music is perceived moving forward?

Artists and audiences tend to age together. I feel my demographic is shrinking and that I need to knuckle down on understanding today’s marketing style. The award is an excellent current bragging item! I think I’ll put that on all my promo material.

What message would you like to send to the younger generation of artists, particularly those looking to explore and celebrate indigenous Filipino culture through their art?

Best research starts with your own family. What songs do they know or have listened to? Baka may kilala silang “culture bearer” na maaaring makapanayam. (They might know a “culture bearer” whose brains you can pick.) Investigate your own genetics and just try to listen to music from those ancestral sources. Ang sarap nga ngayong may YouTube. (It’s nice that we have YouTube nowadays.) We have access to all these interesting bits of useless as well as useful gems of wisdom and beauty. Learn and enjoy. Then ask yourself, “What is worth saying-pursuing-encouraging-cultivating while doing the things I enjoy doing?”

Joey Ayala billboard philippines

Listen to the iconic hit single “Tabi Po” from Joey Ayala below:

Photographed by Ennuh Tiu, assisted by Enzo Santos. Art direction and final layout by Kenneth Dimaano. Shoot coordination by Marvin Mancera.