What You Need to Know
• Filipino call center worker Jaycer Bajo has shifted his music preferences from 70% Western to 70% local P-pop.
• The share of local artists in Spotify’s weekly top 10 in the Philippines rose from 31% to 81% between 2021 and 2026.
• P-pop groups like ALAMAT, BGYO, and BINI have gained popularity, incorporating Filipino themes into their music.
Filipino call center worker Jaycer Bajo has experienced a significant change in his music preferences, moving from predominantly Western music to a focus on Pinoy Pop, or P-pop, artists. He now listens to about 70% local music, including boybands ALAMAT and BGYO, and the girl group BINI, which made history as the first all-Filipino girl group to perform at the Coachella music festival in April. Data from Soundcharts indicates that the share of local artists in Spotify’s weekly top 10 in the Philippines increased from 31% in 2021 to 81% in the first half of 2026. This trend reflects a broader shift across Southeast Asia, where local acts are increasingly dominating music charts, with similar increases noted in Indonesia and Thailand.
Why It Matters
This shift in music preferences highlights the growing prominence of local artists in Southeast Asia’s music industry, particularly in the Philippines. The rise of P-pop reflects a cultural movement where artists are blending global influences with local themes and languages. As local music gains traction, it challenges the dominance of Western pop and K-pop, reshaping the musical landscape in the region. The increase in local artists’ presence on platforms like Spotify signifies a significant change in consumer behavior and cultural identity in Southeast Asia.
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