The fundamental fabric of Filipino culture is creative genius, which eventually powers the engine of Philippine economic progress. Following the devastating impact of the pandemic on the country’s creative industry, telecom giant PLDT Home is showing its support for its recovery through its “The Future is Creative” campaign. To kick off the program, it teamed with teenage Filipino-American hip-hop sensation Alex Bruce and the globally recognized Philippine Madrigal Singers on Muling Pagbangon, an OPM hymn of optimism.

Muling Pagbangon gives hope for a better tomorrow when Filipinos win over adversity through passion and ingenuity.

“Despite the Philippine Arts industry being one of the sectors that have been greatly impacted by the COVID-19 pandemic, Filipino artists are coming together to show how important art can be in empowering our pandemic-stricken fellowmen. For us, this proved that nothing can stop Filipinos from forging stronger collaborations, making even more meaningful, greater art, and preparing a nation for a future full of creativity that’s nurtured from home,” said Al S. Panlilio, President and CEO of PLDT and Smart.

The song and its music video, which were shot entirely in the artists’ homes, debuted at the recent “The Future of Cities is Creative” virtual conference, a collaborative project of various government agencies and private sector organizations, including the Philippine Creative Cities Network (PCCN) initiative of the League of Cities of the Philippines led by Bacolod City Mayor Bing Leonardia, Arts and Culture and Creative Industries Bloc led by Rep. Christopher de Venecia, and supporter organizations.

Cultural luminaries such as Lea Salonga, Virgilio Almario, Vilma Santos, Kidlat Tahimik, and Carlo Ople spoke at the digital conference about the unifying significance of digital technology in the nation’s cultural life and the economic possibilities of artists. They claim that, in addition to connecting Filipino artists with their global audience, the strong internet connection now available in homes can serve as a meeting ground for Filipino creatives and city executives to come up with innovative solutions to local community problems – even during lockdowns.

Among the topics discussed at the conference are programs that city executives could implement to prepare for becoming a creative city, such as providing first-rate internet connectivity to local communities, nurturing local creatives, and leveraging creative industries to drive sustainable economic growth.

#TheFutureIsCreative with PLDT Home. Watch the “Muling Pagbangon” OPM video via this link