Photographed by Borgy Angeles.
Through DITO Telecommunity, ALAMAT extends the importance of Philippine representation not only through their music but through the authenticity it stems from.
Since its commercial launch in 2021, DITO Telecommunity has aimed to align its services with the meaning of connectivity. In going beyond its inherent purpose, the company has since taken to platform Philippine artistry through projects such as its Galing DITO campaign.
Spearheading such a campaign was a music video made alongside ALAMAT, a six-man Philippine pop group who have established their identities by integrating various languages and cultures within their choreography and songwriting. “It feels like we are helping each other right now while also serving as a catalyst for Filipino talent and Filipino pride,” shares Jao, the main dancer of the group.
Though the group is more than able to connect with other musicians to collaborate, main rapper, Alas shares how he takes pride in how he grew to learn and refine his own skills in music production through their partnership with DITO. “Malaking tulong siya sakin sa paghanap ng vision, and at the same time, napapakita rin yung galing namin kasi pwede kami (ALAMAT) mag on-the-spot na galing lang sa calls namin”, he shares. [It has been a great help for me when looking for an artistic vision, and at the same time, we get to show our skills because we (ALAMAT) can just do on-the-spot sessions from a simple call.]
For the members, their music is not just limited to national representation, it is a call to action for aspiring creatives to find confidence in their potential. “Yung pagiging mainstream ng mga Filipino talent, it builds a sense of community where everyone is like, kahit iba iba yung talent natin. We’re still united by the same goal of raising our flag,” expounds the group’s leader, Taneo. [As Filipino talent continues to find itself in the mainstream, it builds a sense of community even though everyone is different in their talents. We’re still united by the same goal of raising our flag.]
Aside from the partnership’s shared vision of Philippine representation, a couple of ALAMAT’s members have also had the opportunity to explore their means of connecting with their Magiliw fanbase, taking to highlight DITO’s more social media-based services such as the Level-Up Socials data plan. “With these platforms, our fans become able to access what’s behind the scenes, like glimpses of what we do, how we are as people, and how we carry ourselves. They get to see a side of us that, then, builds a more authentic relationship with them,” adds Taneo.
Given that their careers require them to reside within Metro Manila, such means have also become integral to how the members get to share their lives with their families who remain in the members’ respective hometowns. “Personally, yung family ko, hindi nila alam yung artist side ko, so nagulat ako kasi nacurious sila kung paano daw ako naging ganto, ganyan, like sumusulat ng kanta,” explains main vocalist, Mo. [Personally, my family is not exactly familiar with my artistic side, so it surprised me that they’re now curious about how I do what I do, like how I write music, for example.]
For ALAMAT, creating connections beyond their music becomes a testament to what they can achieve as a group. As they continue to flourish in their partnership with DITO Telecommunity by creating music and highlighting the cultures of artists around the Philippines, the group now aims to both literally and figuratively thread the lines that connect one another. “And with these Filipino talents, pwede rin siya mapasa sa next generation; and the more na ineenjoy nila yung talent nila, mas mag-iimprove pa,” shares vocalist R-Ji. [And with these Filipino talents, such can be passed on to the next generation; and the more that they enjoy their talents, the more they improve.]
Photography by Borgy Angeles. Art Direction by Myc Priestly. Styling by Danyl Geneciran. Multimedia Artist Andrea Quintos, Lara Castañeda. Produced by Robert Bradly Hao. Project Implemented by Ian Urmaza. Written by Liam Biteng.
