PRM's MP3 2024: A Harmonious Afternoon Centered on Music-for-Business and Strengthening the Music Industry

 The IPOPHL-BCRR and PRM team

QUEZON CITY, PHILIPPINES - On November 21, 2024, Philippines Recorded Music Rights,

Inc. (PRM) held its first annual music-for-business workshop at the grand ballroom of The B Hotel, Sct. Rallos, Quezon City, entitled “MP3 2024: Music Protection, Promotion, Partnership”. Co-presented by the Intellectual Property Office of the Philippines Bureau of Copyright and Related Rights (IPOPHL-BCRR), the event occurred from 1 to 4 p.m. and was attended by representatives of companies from various industries within the Philippines.

L-R: IFPI’s Head of Music Licensing for Southeast Asia, Dhanesh Jagwani, and IPOPHL-BCRR’s Chief of Creative Sector Development, Leonor G. Reyes

The event began with a welcome address from the International Federation of the

Phonographic Industry’s (IFPI) Head of Music Licensing for Southeast Asia, Dhanesh Jagwani, who gave a brief overview of statistics related to the Philippine music industry, IFPI as an organization, and the nature of its relationship with PRM. His address was then followed by the IPOPHL-BCRR’s Chief of Creative Sector Development, Leonor G. Reyes, who gave her opening remarks, which went over the importance of the workshop, and thanked the event’s speakers, attendees, and the PRM team for making the workshop possible.

MusikaPilipinas Managing Staffer, Lyon Lopez

PRM Licensing Officer, Ryan Orias, then facilitated a short and fun music-trivia-related

icebreaker called “Music Madness” to liven up the crowd and prepare them for the afternoon’s presentations. Following the icebreaker, Lyon Lopez, a managing staffer of MusikaPilipinas, gave the first talk of the afternoon. His comprehensive presentation tackled the research findings of MusikaPilpinas on the economic value of the Philippine music industry, as well as their breakdown of the industry’s ecosystem and their recommendations to strengthen the local music scene as a competitive cultural and socio-economic sector of the country. At the end of his presentation, Lopez answered questions from the audience related to the theoretical framework of MusikaPilipinas’ research, and clarifications about their suggestions to strengthen the music industry.

IPOPHL-BCRR’s Assistant Chief of the Accreditation and Standards Division, Atty. Exequiel “Chuck” Valerio

The event's second speaker, IPOPHL-BCRR's Assistant Chief of the Accreditation and

Standards Division, Atty. Exequiel “Chuck” Valerio, then gave a rich and concise presentation about the legal framework of music-for-business and Intellectual Property (IP) in music. Specifically, he clarified what falls under copyright and related rights, broke down the specific IP rights of producers and performers of sound-recorded music, and explained the purpose and nature of collective management organizations (CMOs) like PRM. In addition, he stressed the importance of businesses giving proper remuneration to the artists whose music they use, as it incentivizes them to keep creating. A brief question-and-answer session was then held to help clarify parts of his talk. 

CEO of Homonym, Mike Constantino

Following Atty. Chuck's breakdown of IP in music, the event's third speaker, Mike

Constantino, the CEO of the premier audio marketing agency in the Philippines, HOMONYM, tackled sonic branding. In his presentation, Mike showed how music can be vital in creating a unique brand identity for a business, as he used his work with Home Credit as an example of how a few notes can evolve into full-blown jingles that represent a company’s values and become synonymous with a business. Apart from the scientific process of making memorable songs for businesses, he also went over the as-scientific act of curating playlists for companies that capture their brands, entice customers to enter and stay in their stores, and create a productive environment for employees. During his Q&A session, Mike advised attendees on how to improve their audio production and music curation skills.

Offshore Music recording artist, Pixie Labrador

Since music was at the workshop's core, attendees and speakers were then treated to a

captivating 15-minute set from Offshore Music’s Pixie Labrador. Pixie performed her singles “Varsity Crush” and “What’s It Like”, as well as an unreleased song entitled “Life Lessons”, with all three songs respectively representing different stages of love, being the “falling in love” stage, the “falling out of love” stage, and the “what are we?” stage. After her set that further livened the event’s atmosphere, Pixie received a round of applause and compliments from the event’s attendees about her performance and storytelling abilities.

AVP - System Development of New Era Cap Philippines, Hazel Exconde

Hazel Exconde, AVP - Systems Development of New Era Cap Philippines, then gave the fourth presentation of the afternoon, as she went over the importance of music to a business and the company’s experience of working with PRM. She specifically went over New Era’s collaborations with local artists such as Gloc-9 and Kamikaze, and how music has allowed the brand to become synonymous with the local rap and rock music scenes. In addition, she tackled how playing the right music can lead to customers staying longer in their stores and being likely to buy their products, and how it can also lead to their employees being more productive. On top of that, she went over how New Era’s curated playlists represent its values such as authenticity. Lastly, Hazel spoke positively about New Era’s working relationship with PRM and how the partnership allows them to properly give back to the artists who create the music they use.

PRM's Head of Licensing, Francis Buen

The fifth and final presentation of the event was given by PRM Head of Licensing, Francis Buen, who gave a data-driven holistic overview into media trends, music’s effects on business, music usage in trade, and the blueprint of music. Under those topics, he specifically delved into global and local statistics of the music industry courtesy of one of the top advertising agencies in the country, Havas Ortega and IFPI. In addition, he covered the state of music usage in commercial establishments, the goal and nature of PRM as an organization, the types of licenses needed to use copyrighted music, how to apply for those licenses, and summarized all the workshop’s topics. In his conclusion, Francis urged the attendees to support the growth of the music industry and open partnership opportunities with PRM for any of their music needs. Francis then gave his final remarks to the attendees, IPOPHL-BCRR representatives, and the PRM team, thanking them for making PRM’s first annual music-for-business workshop a success. With his closing remarks signifying the end of the workshop’s formal program, PRM Music Licensing Officer, Ryan Orias, took the stage to send the attendees home happy with a set soulful songs with his electric guitar.

Group photo of MP3 2024’s attendees with speakers and the IPOPHL-BCRR and PRM teams

Overall, “MP3 2024: Music Protection, Promotion, Partnership” championed both the IP rights of music creators and the general goal of strengthening the local Philippine economy by providing a platform for businesses to learn how to best use music for commercial purposes while still giving its producers and performers what they’re due. The 5 presentations of the event’s key speakers gave insights into the value of music-for-business to companies of different industries, and how beneficial it can be for all parties involved. That said, the growth of the music industry and Philippine economy doesn’t just happen in workshops like MP3 2024, but in the day-to-day operations of CMOs like PRM and businesses around the country.

For more Philippine Music news and updates, visit www.prm.com.ph

Written by Raui Supnet