Filipino Music in the Digital Era: Creativity, Copyright, and the Human Touch Amid AI and Streaming

Redefining the Philippine Music Industry in the Age of AI and Streaming

The Philippine music industry is undergoing a significant shift driven by digital technology and artificial intelligence (AI). Filipino musicians now have the tools to publish and promote their work online, making the music landscape more accessible. However, this openness also brings fierce competition and challenges related to copyright protection and the ethical use of AI in music creation.

Live concerts have returned since the pandemic, yet the industry operates differently, heavily influenced by streaming platforms and digital content consumption.

Linggo ng Musikang Pilipino: Supporting Filipino Musicians

Every July, the Linggo ng Musikang Pilipino (LMP) celebrates Filipino music with performances, workshops, and discussions. Organized by the Organisasyon ng mga Pilipinong Mang-Aawit (OPM), it provides artists a platform to learn about the music business, especially the digital music economy.

OPM Executive Director Gab Cabangon highlights the importance of education for artists to navigate the business side of music professionally. “These events give artists space to expand their knowledge,” he says.

Economic Growth and Industry Challenges

According to the Philippine Statistics Authority, the creative industry’s gross value added grew by 8.7% from 2023 to 2024, reaching P1.94 trillion, with music contributing about 8.3% or P20 billion. Despite this growth, resource allocation to support the music sector still needs improvement.

Cabangon points out that while Filipino talent is abundant, the global market offers many options. He suggests adopting some best practices from models like K-pop, such as increased investment in music, adjusted to fit the local context.

Thriving Music Scene and Artist Recognition

OPM board member Gary Valenciano notes the current high point of the music industry. Events like the Wish Music Awards showcase the enthusiasm for Filipino artists, with nominees such as BINI, SB19, and Zack Tabudlo receiving major acclaim.

Valenciano emphasizes that Filipino music is not just surviving but thriving, with a respectful and diverse community of artists.

Spotify’s Role in Promoting Filipino Music

Spotify Asia’s head of music, Kossy Ng, highlights initiatives like the RADAR playlist that spotlight new Pinoy artists every Friday. Spotify’s partnership with P-pop group SB19 for their extended play launch and tour is a prime example of this support.

Spotify reports a quadrupling of Filipino music on its platform over five years, with groups like BINI growing their listenership by 500% since 2022. The platform is committed to helping artists deepen connections with fans through rich storytelling and interactive experiences.

From Local Talent to Global Reach

The global music event Fête de la Musique featured discussions among creatives from the Philippines, France, and Asia about expanding Filipino talent internationally using technology. SONIK Philippines, the country’s music export arm, is actively involved in these efforts.

Co-founder Mike Constantino notes the growing community of artists eager to share their work globally. To fully realize this potential, the Philippines needs to improve copyright infrastructure, increase funding, and develop long-term export strategies.

The National Commission for Culture and the Arts (NCCA) and organizations like FILSCAP stress the importance of collective action. Jim Paredes, a FILSCAP board trustee, encourages musicians to join organizations to amplify their voices and support industry-wide initiatives.

Adapting to the Digital Music Economy

Visual branding and storytelling are now essential components of music promotion. Jeli Mateo, CEO of Flip Music Productions, stresses that how an artist communicates their story affects audience engagement, especially among digital consumers.

Raymond Fabul from Sony Music Philippines highlights the sheer volume of daily music releases—around 140,000 globally—and the role of algorithms in helping listeners find diverse genres. He describes the Filipino music scene as a rising tide that benefits all artists.

Tracking Growth Through Streaming Data

Spotify observes a major shift in its Philippines charts, now dominated (75%) by local tracks. This shift started around 2017 with artists like Ben&Ben and Moira Dela Torre leading local streams.

The launch of The Official Philippines Chart, supported by the International Federation of the Phonographic Industry and the Philippine Recorded Music Rights, Inc., further legitimizes Filipino music's reach. It tracks streams across major platforms and provides transparency on trending artists.

Artists like Arthur Nery, BINI, and Ben&Ben are regularly featured, offering valuable data to understand market trends and fan preferences.

Strengthening Copyright Protections

The Philippines protects creators under Republic Act 8293, with copyright vesting at the moment of creation. Emerson Cuyo of the Intellectual Property Office of the Philippines (IPOPHL) notes that while registration is voluntary, it offers clear advantages for monetization and legal protection.

Registering compositions costs just P500 and helps establish proof of ownership, important for platforms like YouTube and licensing agreements.

Marivic Benedicto, president of the Philippine Association of the Record Industry, reminds artists to review contracts carefully with legal counsel. Although digital platforms have democratized music distribution, labels and distributors still play roles in visibility and monetization.

IPOPHL reports a steady increase in copyright registrations, with musical compositions representing 7% of filings. They are working to speed up certificate issuance to assist creators in protecting their works promptly.

The Impact of AI on Music Creation

IPOPHL is developing guidelines for AI in creative industries. Current law requires a natural person to be the creator for copyright protection, excluding fully AI-generated works. Partially AI-assisted works pose legal uncertainties that these guidelines aim to clarify.

Among musicians, AI is often met with resistance. Ben&Ben’s Miguel Benjamin Guico values the human imperfections in music that AI cannot replicate. The recent emergence of AI-generated acts like The Velvet Sundown sparked debate about authenticity and creative ownership.

Jeli Mateo of Flip Music Productions makes a clear distinction: while AI tools can help with administrative tasks, the creative process should remain human-driven to preserve emotional connection and storytelling.

Songwriter Tricia Belamide criticizes AI platforms for commodifying art, emphasizing that the joy of making music lies in the creative struggle itself.

Conclusion

The Philippine music industry is at a crossroads where digital tools and AI present both opportunities and challenges. Success hinges on strengthening copyright laws, supporting artists through education and funding, and preserving the human element in music creation.

For creatives looking to deepen their understanding of AI's role in content creation, resources like Complete AI Training offer courses and insights on AI tools that can complement artistic workflows without compromising authenticity.