Alamat
ALAMAT (Baybayin: ᜀᜎᜋᜆ᜔; transl. "Legend") is a six-member Filipino boy band formed in 2020 through a national search by Viva Artists Agency and Ninuno Media, renowned for blending modern pop with Philippine cultural heritage by incorporating seven regional languages—Tagalog, Ilocano, Kapampangan, Cebuano, Hiligaynon, Bikolano, and Waray-Waray—in their music to celebrate the country's linguistic and ethnic diversity.[1][2] The group, originally consisting of nine members selected for their vocal, dance, and language skills following nine months of intensive training, reduced to its current lineup of Taneo (from Kalinga), Mo (from Zambales), Jao (from Pampanga), Tomás (from Albay), R-Ji (from Eastern Samar), and Alas (from Davao City).[1][3] ALAMAT debuted on February 14, 2021, with their single "kbye," a track that exemplifies their "counter-K-pop" approach by fusing Western and Korean pop elements with Filipino sensibilities in lyrics, fashion, choreography, and visuals.[1][3][2] Since their debut, ALAMAT has released multiple singles and albums that highlight national pride, including collaborations with artists like mrld on "Rock Baby" (2025)[4] and contributions to soundtracks such as the Viva film Expensive Candy.[3] The group has performed at major events like the MassKara Music Festival[5] and released the lead single "LuzViMinda" on November 7, 2025, ahead of their album Destino set for November 21, 2025, further solidifying their role in the rising P-pop scene alongside acts like SB19 and BINI while charting on Billboard Philippines and gaining international recognition for promoting Original Pilipino Music (OPM).[6][3]Background
Name and concept
Alamat, stylized in all caps as ALAMAT and incorporating the Baybayin script (ᜀᜎᜋᜆ᜔), derives its name from the Tagalog word for "legend" or "myth," evoking narratives of folklore and extraordinary tales central to Philippine heritage.[7][8][9] This choice reflects the group's aspiration to embody enduring stories that celebrate Filipino identity, blending modern pop with cultural depth.[8] The group's conceptualization was led by creative director Jason Paul Laxamana, who envisioned Alamat as a platform to highlight Philippine regional diversity by assembling members from various ethnic groups and dialects across the archipelago.[7][10][11] This approach underscores a commitment to representation, with members hailing from regions like Bicol, Kalinga, Zambales, and Pampanga to showcase the nation's multicultural fabric.[12] Laxamana's vision positions Alamat as a bridge between contemporary P-pop and indigenous elements, fostering unity through shared yet diverse cultural expressions.[13][14] The official fandom name, Magiliw, meaning "affectionate" or "warm" in Tagalog, was established upon the group's debut in 2021, symbolizing the supportive and endearing bond between the artists and their fans.[7] Initially conceived as a nine-member ensemble, Alamat aimed to fuse P-pop rhythms with indigenous Filipino motifs, such as traditional instruments and multilingual lyrics drawn from regional languages, to create an authentic sound rooted in national pride.[7][11][14]Formation and pre-debut activities
Alamat was formed in 2020 by Viva Artists Agency in collaboration with Ninuno Media, a subsidiary label founded by director Jason Paul Laxamana, during the height of the COVID-19 pandemic in the Philippines.[8][15] The initiative aimed to create a P-pop boy group that celebrated Filipino diversity, launching a nationwide talent search called "PWEDE! The National Youth Search" to identify promising young talents.[3][8] Due to pandemic restrictions, the audition process shifted to online submissions, allowing participants from across the country to apply remotely while emphasizing regional representation to include voices from areas like Luzon, Visayas, and Mindanao.[8][16] Applicants were evaluated not only on star quality and performance skills but also on their ability to speak regional languages, aligning with the group's goal of multilingual expression.[16] Nine trainees were ultimately selected through this process in early 2020, hailing from various provinces to embody the archipelago's cultural breadth.[8] The selected trainees underwent intensive pre-debut training under Ninuno Media, focusing on vocal techniques, rapping, dancing, and proficiency in regional dialects to prepare for performances in multiple Filipino languages.[8][17] This regimen followed a structured idol training model inspired by global standards, honing their individual talents—such as singing, songwriting, and instrumentation—into cohesive group dynamics over several months.[8][17] In late 2020, the initial nine-member lineup was announced on October 29 via Viva Records' platforms, with members introduced using codenames and trainee numbers on social media in early November to build anticipation.[18] Early promotional teasers followed, featuring concept visuals that highlighted the group's theme of Filipino heritage and unity, setting the stage for their official debut.[15]Members
Current members
Alamat's current lineup consists of six members, each hailing from distinct regions across the Philippines, reflecting the group's commitment to ethno-linguistic diversity by incorporating dialects such as Ilocano, Bicolano, Waray-Waray, Kapampangan, Bisaya, and Tagalog into their performances and music.[17][10] This multilingual approach allows them to represent seven Philippine languages collectively, fostering cultural unity through their roles as vocalists, rappers, and dancers.[7] Taneo (real name: Brylle Jordan Sebastian Uyam), born on May 31, 2000, in Tabuk City, Kalinga, serves as the group's leader, main dancer, and sub-vocalist, embodying Ilocano and Kalinga heritage from the Cordillera region.[19] At 175 cm tall, he contributes to the group's dynamic choreography while infusing Ilocano phrases like "naragsak ak" (meaning "I'm happy") into their multilingual expressions, highlighting his roots in northern Luzon. Taneo, a Gemini, plays the guitar and holds an accounting degree from the University of South Florida, adding a disciplined perspective to the team's creative process.[19] Tomás (real name: Thomas Franco Torre Rodriguez), born on June 27, 1998, in Tabaco City, Albay, is the main vocalist, lead dancer, and center, representing Bicolano ethnicity from the Bicol region in southeastern Luzon.[19] Standing at 165 cm, this Cancer brings powerful vocals and versatile dance skills, often incorporating Bicolano terms like "oragon" (meaning "brave") to celebrate his southern heritage. Tomás plays instruments such as the flute, guitar, and cajón, and he is venturing into entrepreneurship with a perfume business, showcasing his multifaceted talents beyond performance.[19] R-Ji (real name: Ralph Joseph Baleña Lim), born on November 8, 1999, in Borongan City, Eastern Samar, acts as the lead vocalist and stands as the Waray-Waray representative from the Visayas.[19] At 178 cm, this Scorpio enhances the group's vocal harmony with Waray expressions like "buwa nagait" (meaning "serious"), drawing from his eastern Visayan origins. R-Ji is musically proficient on guitar, ukulele, and piano, and his personal style includes tattoos, contributing to Alamat's authentic regional storytelling.[19] Alas (real name: Joshua Magsilong Alvarez), born on March 28, 2001, in Davao City, Mindanao, serves as the lead rapper, representing Mindanawon and Bisaya ethnicity from the southern Philippines.[19] This 170 cm Aries delivers sharp rap verses infused with Bisaya phrases like "pag sure uy?" (meaning "are you sure?"), emphasizing the group's southern diversity. Alas plays keyboard, guitar, and drums, and his love for outdoor activities and durian reflects his vibrant Mindanao background, strengthening Alamat's inclusive narrative.[19] Mo (real name: Aaron Joshua Baldos Mitchell), born on January 30, 2002, in Castillejos, Zambales, is the main rapper and main vocalist, with a mixed half-Filipino, half-Black American ethnicity from central Luzon.[19] At 173 cm, this Aquarius bridges Tagalog and English in performances, using local words like "swabe" (meaning "smooth") to connect with diverse audiences. Mo plays ukulele and guitar, owns six pet dogs, and his bilingual skills amplify the group's multilingual ethos, drawing from his unique heritage.[19] Jao (real name: Justin Paolo Paras Canlas), born on December 26, 2002, in Magalang, Pampanga, functions as the main dancer, sub-vocalist, and maknae (youngest), representing Kapampangan culture from central Luzon.[19] Standing at 175 cm, this Capricorn energizes stages with dance prowess and Kapampangan phrases like "buri da ka" (meaning "I like you"), underscoring the group's linguistic variety. Jao plays piano and ukulele, pursues interests in graphic arts and anime, and his youthful energy ties together Alamat's representation of Philippine regional identities.[19]Former members
Alamat debuted as a nine-member boy group on February 14, 2021, but experienced key departures in its formative years that reduced the lineup to six members by mid-2022, contributing to a period of adjustment and eventual stabilization in group dynamics.[20] The initial post-debut exit occurred on March 30, 2021, when Kin (real name Jose Joaquin Sta. Maria Canlas) left the group for undisclosed personal reasons, as announced by Viva Entertainment; this reduced the lineup to eight and required the remaining members to redistribute vocal lines in subsequent releases.[19][21] Following his departure, Kin pursued commercial modeling and appeared in a Selecta Ice Cream television advertisement in June 2021; he later debuted as a solo artist with the single "Pinangarap Lang Kita" under Viva Records in June 2022.[22][23] In February 2022, Valfer (real name Valfer Javellana Alo) departed to explore new career opportunities, according to a joint statement from Viva Artists Agency and Ninuno Media, bringing the group to seven members.[24] Post-Alamat, Valfer transitioned to a solo music career under Viva Records, debuting with the digital single "Sumpa" on June 21, 2022, followed by additional releases like "Sana Naman" in November 2022, and continued with the EP Stream on October 24, 2025.[25][26] Gami (real name Martin II Lusica Gambuta) was the final former member to leave, announcing his exit on March 20, 2022, via Instagram Live, with Viva and Ninuno Media confirming the departure on March 23 due to personal matters and concerns related to his physical and mental health.[27] After leaving, Gami continued as a singer-songwriter and actor under Viva Records, later joining the vocal boy group Xerenade, which was introduced during Alamat's Dagundong concert on December 2, 2023.[28] These transitions, occurring primarily within the first 14 months of activity, prompted Alamat to refine their multilingual performances and regional representation, ultimately solidifying the current six-member structure for sustained growth.[20]Career
Debut and early releases (2021–2022)
Alamat made their official debut on February 14, 2021, with the digital single "kbye," released by Viva Records as a Valentine's Day-themed track. The song, stylized in lowercase, features a blend of rap verses, multilingual lyrics incorporating seven Philippine languages, and a lighthearted narrative about ghosting in relationships, marking the group's entry into the P-pop scene during the COVID-19 pandemic.[1][29] Originally comprising nine members, the group faced an early lineup adjustment when Kin departed on March 30, 2021, for personal reasons, reducing them to eight members; the remaining lineup continued promotions without immediate replacement.[21] Following the debut, Alamat released "Sandigan" on May 29, 2021, as the theme song for the web comic series Anitu, accompanied by an official lyric visualizer. The track, meaning "pillar" or "support" in Filipino, emphasizes themes of perseverance and resilience through its uplifting pop-rock arrangement and motivational lyrics, reflecting the group's commitment to cultural storytelling. Later that year, on July 15, 2021, they dropped their second major single "kasmala," an upbeat dance-pop song derived from the Tagalog word for "strong," addressing historical discrimination against Filipinos and promoting empowerment with warrior-like energy and multilingual elements.[30][31][32] In 2022, further member changes solidified the group's core as Valfer and Gami exited in early 2022, bringing the lineup to its current six members and allowing focus on artistic direction. Alamat issued pre-release singles including "Sa Panaginip Na Lang" in early 2022, a dreamy ballad exploring unrequited love, and "Say U Love Me" later that year, an R&B-infused track with romantic undertones. These built anticipation for their debut extended play, Pasulong (translating to "forward"), released on October 28, 2022, under Viva Records. The six-track EP draws on Filipino folklore for its conceptual depth, with the title track "Aswang" highlighting mythical perseverance through its energetic pop production, alongside other songs like "Maharani" and "Gayuma" that blend myth and modern resilience.[20][33][34] Throughout 2021 and 2022, promotional efforts were predominantly virtual due to pandemic restrictions, featuring online music videos, lyric visualizers, and live performances at events like the Philippines-Korea Cultural Exchange Festival in September 2021, where they showcased "kbye." This period established Alamat's foundation in P-pop by prioritizing cultural representation and adaptability amid lineup shifts and global challenges.[35][36]Isapuso era and expansion (2023–2024)
In 2023, Alamat released their first studio album, IsaPuso, on November 3 through Viva Records, marking a significant evolution in their discography from earlier extended plays.[37] The album comprises eight tracks, including the lead single "Dagundong," which explores themes of resilience and national pride through references to Philippine history in its music video.[38] Other songs like "Day and Night" pay homage to the mythical Magindara creature from Filipino folklore, while "Dayang" and "Walang Hanggan" incorporate multilingual elements from various Philippine languages to emphasize cultural diversity and self-love.[39][40] This release showcased the group's maturation, blending pop, R&B, and traditional influences to celebrate Filipino identity, as evidenced by tracks like "Multo" addressing urban legends and "Manila Dreams" reflecting aspirations in a modern context.[41][42] The IsaPuso era propelled Alamat's live performances, culminating in their inaugural solo concert, Dagundong, held on December 1, 2023, at the New Frontier Theater in Quezon City.[43] The event commemorated three years since their formation, featuring a setlist that mixed hits from the new album—such as "Dagundong," "Day and Night," and "Multo"—with earlier favorites like "Gayuma" and "Aswang" in a medley, alongside upbeat numbers including "Kasmala" and "Araw Gabi."[44] Fans praised the production for its vibrant energy and cultural storytelling, hailing it as a historic milestone that highlighted the group's choreography and vocal harmonies, with sold-out attendance underscoring their rising domestic appeal.[45][46] Building on this momentum, Alamat staged their second solo concert, Ragasa, on December 6, 2024, returning to the New Frontier Theater to spotlight their diverse hometowns across the Philippines.[47] The performance included fan-favorite tracks like "Maharani" and selections from IsaPuso, such as "Walang Hanggan" and "Dong-Dong-Ay," interwoven with dance-heavy segments and sing-alongs that emphasized regional pride.[48] Preceded by opening acts from emerging P-pop groups Pixie, Xerenade, and Raya, the concert received acclaim for its polished execution and emotional depth, with audiences noting the group's improved stage presence and the event's role in fostering community among supporters.[49] During this period, Alamat deepened media integrations, appearing on GMA Network programs such as TiktoClock in May 2023 to promote IsaPuso and Family Feud Philippines later that year, where they engaged in family-themed challenges tied to their cultural narratives.[44] These appearances, alongside coverage of their concerts by GMA outlets, amplified their visibility within Philippine entertainment.[44] Alamat's expansion into the international P-pop landscape gained traction through IsaPuso's global streaming availability and their advocacy for multilingual Filipino representation, attracting fans beyond the Philippines via platforms like Spotify and YouTube.[50] By late 2024, their official Instagram account had amassed 78,000 followers, reflecting steady growth from cultural resonance and viral content that positioned them as pioneers in multiethnic P-pop.[51]Recent developments (2025–present)
In early 2025, Alamat participated in the Fusion Music Festival on March 15 at the CCP Open Grounds in Pasay City, showcasing their multilingual performances alongside other P-pop acts.[52] The group continued building momentum from their December 2024 "Ragasa" concert by releasing new music, starting with the single "Rock Baby" featuring mrld on September 1, which blended rock elements with their signature cultural themes.[53] On October 20, Alamat announced their sophomore album Destino, slated for release on November 21 after over a year of production, teasing tracks during a live performance at the MassKara Festival in Bacolod City.[54] The album's title, meaning "destiny" in Spanish, reflects themes of fate and Filipino heritage, marking a bold evolution in their artistry while maintaining ties to indigenous and multicultural narratives.[6] Ahead of the full release, they dropped the lead single "LuzViMinda" on November 7, a track named after the Philippines' major island groups to symbolize national unity and released under Viva Records. The music video for "LuzViMinda" premiered on November 12, 2025.[55][56] On November 14, the group held a listening party for Destino, previewing additional tracks.[57] Throughout 2025, Alamat has remained active in domestic festivals, including a performance at Coke Studio Live on September 5 at the Smart Araneta Coliseum, without announcements of international tours or lineup changes.[58] As of November 17, 2025, the group continues under Viva Records, focusing on the Destino rollout amid ongoing P-pop scene growth.[59]Music and artistry
Musical style and influences
Alamat's musical style is characterized by a fusion of traditional Filipino instrumentation and contemporary P-pop elements, creating a sound that emphasizes cultural authenticity while appealing to global audiences. The group frequently incorporates indigenous instruments such as the kudyapi, kulintang, angklung, and bamblong, blending their resonant tones with electronic beats, hip-hop rhythms, and rap verses to produce dynamic tracks that evoke both heritage and modernity.[10][13] For instance, in songs like "Maharani," these elements combine to form bass-heavy rap sections and melodic hooks that draw from Philippine folklore, such as references to queens and mythical figures.[60] Lyrically, Alamat employs a multilingual approach, weaving Tagalog, English, and various regional dialects—including Ilocano, Waray-Waray, Bicolano, Kapampangan, Hiligaynon, Bisaya, and Tausug—to reflect the Philippines' ethnic diversity and promote linguistic inclusivity.[8][10] This strategy is evident in their debut single "kbye," which integrates seven local languages to convey themes of heartbreak and farewell, while later works like "Dayang" incorporate Tausug terminology for deeper cultural resonance.[60] Their influences stem from Western boy bands, particularly the global dominance of K-pop groups like BTS, but Alamat adapts this model as a "counter-K-pop" concept, prioritizing Filipino identity without relying on English to achieve international reach.[8] Rooted in Philippine history and mythology—such as the resilience depicted in "Kasmala," inspired by the 1904 St. Louis World's Fair— their music serves as a platform for cultural storytelling and empowerment.[10][60] Over time, Alamat's sound has evolved from the upbeat, pop-driven energy of their early releases in 2021, like "kbye" and "kasmala," which focused on accessible multilingual pop with subtle traditional infusions, to more immersive and culturally layered compositions in subsequent eras.[8] By 2023–2024, tracks such as "Dagundong" and "Walang Hanggan" showcased a maturation toward genre-blending ballads and club-oriented pieces that deeply embed folklore and regional songwriting collaborations, marking a shift toward greater emphasis on Original Pilipino Music (OPM) revival.[13][60] This progression highlights their commitment to infusing "rich Filipino heritage with the latest global trends," as noted by the group, fostering a distinctive P-pop identity.[13][3]Choreography and visual elements
Alamat's choreography is characterized by a fusion of traditional Filipino folk dances with modern performance styles, emphasizing cultural heritage while adapting to P-pop's energetic demands. For instance, the routine for "Maharani" draws inspiration from the Takik dance of the Western Mountain Province, which mimics flirtatious rooster and hen movements; the Pangalay from the Sulu archipelago, known for its flowing ceremonial gestures; and the Beneracion from Capiz, featuring gentle circular pair movements.[61] These elements are integrated into the track's neo-soul groove, creating a courtship-themed performance that blends indigenous rhythms with synchronized group formations. Similarly, the choreography for "Kasmala" incorporates moves derived from various traditional Filipino dances, enhancing the song's playful narrative.[62] In music videos, Alamat employs visual storytelling that highlights Filipino traditions alongside contemporary themes. The "Maharani" short film music video features the Singkil dance from the Maranao people, with clappers and intricate footwork evoking Mindanao's royal heritage, alongside a Tinikling sequence choreographed by Diana Sison to represent bamboo pole agility.[63] For "kbye," the debut video showcases members in cinematic settings dressed to represent diverse ethnic groups across the Philippines, incorporating folk dance-inspired movements amid vibrant cultural imagery like traditional silhouettes and textiles.[8][64] The "Day and Night" video evokes a summer romance through barangay party decor, Filipino school banners, and motifs from Bicolano mythology, such as a fisherman-Magindara friendship, with members performing in outfits reflecting regional attire.[13][65] The group's visual identity prominently features elements rooted in Filipino heritage, including modern interpretations of the barong tagalog. At events like PPOP CON 2023, members wore holographic modern barong outfits with embroidery personalized to their hometowns, such as Taneo's Ilocano-Cordilleran designs and Tomás's Bicolano patterns, symbolizing regional diversity.[66] Baybayin script appears in their branding, including the group's name (ᜀᜎᜋᜆ᜔), reinforcing pre-colonial linguistic pride in graphics and promotional materials. This approach ties into their broader mission of authentic cultural representation, with members from varied regions like Ilocano, Waray-Waray, Bicolano, Kapampangan, Hiligaynon, and Bisaya contributing to the genuineness of these elements through their lived experiences.[13][67]Discography
Extended plays
Alamat's debut extended play, Pasulong, was released on October 28, 2022, by Viva Records, marking the group's first compiled release after several singles. The EP consists of six tracks that emphasize themes of progress and forward momentum, incorporating multilingual lyrics in English, Tagalog, and other Philippine languages to reflect the group's advocacy for cultural unity. The tracklist includes "Aswang" as the lead single, a dark pop track drawing from Filipino folklore; "Maharani," an upbeat dance number celebrating empowerment; "ILY ILY" featuring Lyca Gairanod, a romantic collaboration blending R&B elements; "Gayuma," exploring love potions in a mythical context; "Say U Love Me," a synth-pop confession; and "Hala," a playful closer with energetic beats. Production highlights regional collaborations, such as Gairanod's feature, and was handled by producers like Jason Paul Laxamana for several tracks, emphasizing P-pop's fusion of global and local sounds. On the Billboard Philippines Hot 100, "Maharani" peaked at number 80 during the week of July 6, 2024, and later re-entered the chart in 2024.[33][34][68] Alamat's first studio album, IsaPuso, was released on November 3, 2023, by Viva Records. The album consists of eight interconnected tracks that delve into cultural depth, portraying love and freedom through Philippine historical and linguistic lenses. Key tracks include "Dagundong," an opening anthem inspired by traditional rhythms; "Dayang," honoring pre-colonial warrior queens; "Noli," referencing Jose Rizal's novel with revolutionary undertones; "Manila Dreams," a nostalgic urban narrative; "Day and Night," a bilingual pop ballad on duality; "Multo," a haunting ghost story rooted in folklore; "Walang Hanggan," evoking eternal bonds; and "Dong-Dong-Ay," a folk-infused finale celebrating indigenous dances. The project reinforces Alamat's commitment to linguistic diversity, featuring Waray, Ilocano, and Bikolano phrases, produced by the group alongside collaborators like Thyro Alfaro to highlight Filipino heritage without overt commercialization. This release built on Pasulong's foundation by integrating deeper ethnographic motifs.[69][70][71] Alamat's second studio album, Destino, is scheduled for release on November 21, 2025, via Viva Records, focusing on themes of fate and identity amid personal and national evolution. As of November 17, 2025, the tracklist for the eight-track album remains partially revealed, with pre-release singles including "LuzViMinda" (released November 7, 2025), a rap-heavy track symbolizing unity across Luzon, Visayas, and Mindanao; "Hiraya" (November 20, 2024); and "Sa'Yo Pa Rin" (2025), produced with input from the group's members to explore destiny's intersections with cultural identity. Additional tracks are anticipated to continue the multilingual tradition, potentially including regional artist features, though full details are pending official confirmation. This album represents Alamat's maturation, bridging their early progress motifs with introspective narratives on heritage and future paths.[36][59][54][72]Singles
Alamat's debut single, "kbye", released on February 14, 2021, by Viva Records, marked the group's entry into the P-pop scene with a playful, R&B-infused track about being dumped in a casual relationship.[73] The song's rap-heavy verses and upbeat production highlighted the members' vocal versatility, quickly gaining traction and peaking at number 2 on the Billboard Next Big Sound chart as the second P-pop group and fastest-rising Filipino act to achieve this milestone.[73] Its music video amassed over 2 million views on YouTube, establishing Alamat's signature blend of modern pop and Filipino flair.[74] Following their debut, Alamat released "kasmala" on July 15, 2021, a high-energy anthem derived from the Tagalog word "malakas" meaning "strong," emphasizing resilience and empowerment.[75] The track's aggressive beats and historical references in its music video, drawing from Philippine folklore and pre-colonial imagery, underscored the group's commitment to cultural storytelling.[75] It resonated with fans for its motivational theme, contributing to Alamat's growing reputation for infusing national pride into their music. In 2022, Alamat released several singles, including "ABKD" on February 14, a motivational track celebrating strength; "Sa Panaginip Na Lang" on April 4, featured on the soundtrack for the Viva film Expensive Candy, blending dreamy pop with themes of longing; and "Say U Love Me," dropped on July 7 as a pre-release single for Pasulong, exploring themes of unrequited romance through smooth R&B melodies and heartfelt lyrics pleading for reciprocated affection. The song's emotional depth, combined with intricate choreography in its performance videos, showcased the group's maturation in ballad-style delivery. Its music video and live performances amplified its romantic narrative, helping it accumulate significant streams on platforms like Spotify. "ILY ILY" featuring Lyca Gairanod followed on August 22, a romantic R&B collaboration.[76][18][77] "Day and Night," released on June 14, 2023, captured a vibrant summer vibe with multilingual lyrics in Tagalog, English, and Cebuano, narrating a budding romance that thrives through constant longing.[78] Featured in the music video, actress Jane de Leon portrayed a mythical magindara, adding a layer of Filipino mythology to the visual storytelling. The upbeat track's infectious energy propelled it to over 1.9 million YouTube views, reinforcing Alamat's appeal in seasonal, feel-good pop.[79] Later in 2023, "Walang Hanggan" was released on August 11 as a pre-release for IsaPuso, evoking eternal bonds, and "Dagundong" as an OST single. In 2024, Alamat released "Hiraya" on November 20, an introspective track exploring imagination and dreams, serving as a precursor to their Destino era.[80] In 2025, Alamat continued their trajectory with "rock baby" featuring mrld on September 1, a collaborative track blending rock and pop elements for Coke Studio PH Season 9. "LuzViMinda," released on November 7 as the lead single from Destino, symbolizes the unity of the Philippines' three major island groups—Luzon, Visayas, and Mindanao—promoting themes of national cohesion and cultural diversity through a dynamic pop arrangement. Produced with input from member Alas Alvarez, it highlights the group's ongoing advocacy for Filipino identity in contemporary music. Additional pre-release "Sa'Yo Pa Rin" was issued in 2025.[55][81][18]Performances and ventures
Concerts and tours
Alamat's early live performances were primarily featured at P-pop events and television specials, building fan engagement through energetic group showcases amid the lingering effects of the COVID-19 pandemic. In 2022, the group performed at the PPOPCon Concert, delivering hits like "kbye" to an enthusiastic audience, and headlined P-Pop Day at Enchanted Kingdom on October 9, where they interacted closely with fans through live sets and meet-and-greet segments. These appearances helped solidify their connection with supporters known as Magiliw, fostering a sense of community despite limited touring opportunities in their debut phase.[82][83] The group's first solo concert, Dagundong, marked a milestone on December 1, 2023, at the New Frontier Theater in Manila, celebrating three years since their formation with a vibrant production that highlighted their Filipino heritage. The setlist included fan favorites such as "Maharani," "kbye," "Araw Gabi," and "Dahan," alongside thematic tracks like "Gayuma" and "Aswang," which emphasized their playful storytelling and choreography. Drawing over 1,800 attendees, the event focused on immersive fan experiences, including lightstick interactions and surprise encores, reinforcing Alamat's commitment to national pride and audience immersion.[46][84][44] Building on this success, Alamat's second solo concert, Ragasa: The Concert, took place on December 6, 2024, again at the New Frontier Theater, featuring expanded production with elaborate staging, special guests like Nik Makino, DWTA, and Innah Bee, and front acts from emerging P-pop acts such as PIXIE and XERENADE. The performance incorporated international flair through multicultural song medleys and previews of unreleased tracks like "Champorado" from their upcoming album Destino, blending local cinema soundtracks such as "Sa Panaginip" with global pop influences. This show enhanced fan engagement via interactive segments and cultural fusions, attracting a diverse crowd and showcasing the group's evolving artistry.[85][86][49] Throughout 2023 to 2025, Alamat made notable festival appearances that amplified their reach and fan interactions. They performed "Day and Night" on GMA's All-Out Sundays in September 2023, captivating viewers with synchronized routines. In 2025, the group performed at Enigma Music City on February 8 at Bridgetowne Open Air Grounds and Fusion: The Philippine Music Festival on March 15 at CCP Open Grounds, Pasay City, alongside acts like Ben&Ben and Zack Tabudlo. Later that year, they were slated for the Wonderful Moments Music Festival on December 6-7 at SMDC Festival Grounds, sharing the bill with acts like Adie to deliver festival-style sets focused on unity and excitement. These events underscored Alamat's growing prominence in the P-pop scene without full-scale tours yet announced.[87][88][52][89]Advocacy and collaborations
Alamat has actively advocated for the preservation of Filipino cultural heritage and indigenous pride through their music and public initiatives, emphasizing the richness of the Philippines' diverse ethnic groups and regional traditions. Formed as a multi-ethnic boy band with members hailing from various regions such as Ilocano/Cordilleran, Bicolano, and Waray-Waray backgrounds, the group integrates folklore, mythology, and traditional elements into their discography to highlight indigenous narratives and combat cultural erasure. For instance, their 2021 single "Sandigan," the theme song for the web comic series Anitu—which draws on Filipino spirits and ancestral lore—serves as a pillar of this advocacy, promoting resilience and cultural continuity among indigenous communities.[31][90] Their multilingual approach, incorporating seven regional languages (Tagalog, Hiligaynon, Ilocano, Bicolano, Kapampangan, Bisaya, and Waray-Waray), began with their 2021 debut single "kbye" and continued to amplify these themes during their 2023 IsaPuso era campaigns, fostering pride in underrepresented dialects tied to indigenous identities.[91][13] The group also supports LGBTQ+ equality as part of their broader commitment to inclusivity and human rights, with member Jao Alonzo publicly stating in 2024, "We're all human beings, we are equal," in reference to their representation of diverse identities within the P-pop scene. This aligns with Alamat's ethos of unity, evident in their multi-ethnic lineup and messages against discrimination, positioning them as advocates for marginalized voices in Philippine society. Their fanbase, known as Magiliws, has extended this advocacy through organized events, such as cultural preservation workshops in 2023, transforming fandom into a social movement for environmental and traditional heritage protection.[92][93] In terms of collaborations, Alamat has partnered with artists and organizations to amplify cultural and social messages. Their 2023 track "Day & Night" was co-written with Visayan songwriter Therese Langit, blending Bicolano folklore with modern pop to showcase regional talent. Additionally, the 2024 Galing DITO campaign in collaboration with DITO Telecommunity elevated Filipino excellence by featuring 20 emerging artists from Luzon, Visayas, and Mindanao in music videos like "Ang Galing DITO," promoting diversity and national pride through inclusive storytelling. While not directly tied to GMA Network productions, Alamat has appeared in TV features and events covered by the network, such as album announcements, to reach wider audiences for their cultural initiatives.[94][13][95] Philanthropic efforts by Alamat are often linked to community events honoring member heritages, such as performances at the University of the Philippines' 2024 advocacy event, which supported cultural education and regional development. These initiatives include fan-driven donations for preservation projects, reflecting the group's ties to indigenous communities through members like Taneo from Kalinga. In 2024–2025, Alamat expanded their advocacy via fashion collaborations, participating in BYS Fashion Week's Charlotte Folk Fashion Show to promote diversity and traditional attire, blending P-pop aesthetics with cultural garments to advocate for inclusive representation in the arts.[96][91]Impact and recognition
Cultural significance
Alamat has played a pivotal role in representing the diversity of the Philippines, an archipelagic nation comprising over 7,000 islands, by incorporating elements from various regional cultures into their music and visuals, such as traditional instruments like the kudyapi and folk dances that reflect the country's ethnic plurality.[13] The group's multiethnic lineup, including members from Ilocano, Bicolano, and other backgrounds, embodies this representation, using performances to highlight subcultural identities and foster national unity.[94] Since their 2021 debut, Alamat has influenced the P-pop genre by pioneering the fusion of multilingual lyrics—drawing from up to seven Philippine languages including Tagalog, Ilocano, Waray-Waray, Bicolano, Kapampangan, Hiligaynon, and Bisaya—with indigenous sounds and modern pop structures, thereby elevating OPM's global appeal through cultural authenticity.[13] This approach has encouraged subsequent acts to integrate local heritage, redefining P-pop as a vehicle for sociocultural identity.[97] Media outlets have recognized Alamat as a symbol of "Filipino pride," with GMA Entertainment featuring them in 2024 coverage that underscores their role in promoting national identity through music.[98] In December 2024, they received the Cultural Excellence Award at the PPOP Music Awards, affirming their contributions to cultural preservation.[99] The group's fanbase has seen significant growth, particularly in 2024 and into 2025, driven by their cultural resonance, positioning Alamat as a key exporter of Filipino heritage on global platforms like Billboard Philippines.[100] By 2025, discussions in media and academic circles have highlighted Alamat's work in strengthening Filipino identity amid P-pop's international rise, emphasizing themes of pride and diversity.[101]Awards and nominations
Alamat has received recognition through various awards and nominations in the Philippine music industry, particularly for their culturally infused P-pop contributions, with a focus on innovation, multilingualism, and advocacy for Filipino heritage. Their accolades highlight key works like the albums Pasulong (2023) and IsaPuso (2024), as well as singles emphasizing regional languages and themes of resilience. The group's breakthrough came in 2022 with wins at the 7th PPOP Awards for "ABKD," which took Pop Song of the Year for Cultural Relevance, celebrating its promotion of Filipino identity and diversity.[102] That same year, their collaboration "Tibay 'Yan" with Iñigo Pascual earned Best Music Video of the Year at the 27th Asian Television Awards, underscoring the visual storytelling in their Coke Studio project.[103] In 2023, Alamat achieved their first Awit Awards victory with Best R&B Recording for "Maharani" from the 36th Awit Awards, praised for its soulful blend of contemporary R&B and Filipino motifs.[104] The album Pasulong received nominations including Album of the Year at the same event, reflecting its broad impact on P-pop production.[105] At the 8th PPOP Awards, they were honored as Philippine Pop Boy Group of the Year and received the special Philippine Pop Icon Group of the Year award, recognizing their rising influence in the genre.[106][107] By 2024, IsaPuso garnered nominations at the 37th Awit Awards, such as Best Dance/Electronic Recording for "Day and Night," highlighting their experimental soundscapes.[108] They also secured the Cultural Excellence Award at the PPOP Music Awards, acknowledging their advocacy for cultural preservation through music that incorporates seven Philippine languages.[99] Internationally, Alamat has been noted in global P-pop compilations, including GRAMMY.com's 2024 list of 14 Pinoy pop acts to know for their multilingual approach, and Billboard Philippines' 2025 P-Pop Rising Class feature, positioning them as boundary-pushers in the genre's global expansion.[109][110]| Year | Award | Category | Work/Recipient | Result | Source |
|---|---|---|---|---|---|
| 2022 | 7th PPOP Awards | Pop Song of the Year for Cultural Relevance | "ABKD" | Won | Inquirer.net |
| 2022 | 27th Asian Television Awards | Best Music Video of the Year | "Tibay 'Yan" (with Iñigo Pascual) | Won | Manila Bulletin |
| 2023 | 36th Awit Awards | Best R&B Recording | "Maharani" | Won | Billboard Philippines |
| 2023 | 36th Awit Awards | Album of the Year | Pasulong | Nominated | Manila Bulletin |
| 2023 | 8th PPOP Awards | Philippine Pop Boy Group of the Year | Alamat | Won | The Style Random Guy |
| 2023 | 8th PPOP Awards | Philippine Pop Icon Group of the Year (Special Award) | Alamat | Won | Manila Bulletin |
| 2024 | 37th Awit Awards | Best Dance/Electronic Recording | "Day and Night" | Nominated | Billboard Philippines |
| 2024 | PPOP Music Awards | Cultural Excellence Award | Alamat | Won | GMA Network |