Pinoy music invades the Net

There’s something happening here, Buffalo Springfield sang during the Woodstock years. We better stop, the group said, and look what’s going down. The 1966 song is about the Vietnam War but it could very well be about the way we would be hearing and reading about music in the new millennium. We, Filipinos, in particular, have come a long way from tucking song mags underneath our armpits or sticking our ears to radio speakers just to get the latest news on our idols. Pinoy aficionados now look to the Internet as a great source of information on every type of music.

This probably explains the plethora of sites that cater to the Pinoy’s musical sensibilities. There is a wealth of material in the local music scene, as observed by Philmusic.com’s creator Jim Ayson.

"There is plenty of stuff going on everyday," he says. "Much of the news nowadays is spread via musician networks on the Internet such as mailing lists."

He should know. Ayson and his team maintain the music website that has won the Best Music Site award in the Philippine Webby Awards for four straight years.

Philmusic.com is the premier source when it comes to the latest on OPM.

However, it faced tough competition this year from Webby finalists such as Immuseek.com, Sonymusic.ph, Titikpilipino.com and Musiko.com.

The Net’s edge

So what is the Internet’s edge when it comes to music news reportage? Ayson says its non-traditional nature makes it bolder in carrying stories that mainstream media would normally not want to touch (such as a certain balladeer’s copyright infringement scandal). "Personally, I think the mainstream entertainment press relies solely on press releases and not enough on investigative reporting," he discloses. "The music websites are more advanced when it comes to ferreting out hard news."

Another edge the Internet has over traditional media like television and radio is its global scope.

"It reaches the expatriate Filipino audience, as well as other nationalities curious about our culture. A lot of overseas tours of Filipino artists get the word out through the Net," he adds.

Ayson is optimistic that the Internet will gain acceptance as another potent source of music news and content because of its interactivity.

Artists can communicate directly to their fans and update them on new releases through e-groups and mailing lists. A community of patrons can be built in cyberspace.

Ninoy Leyran, another Netizen, shares Ayson’s view on how the Net can be an excellent venue to spread the word on Filipino music. Leyran is the head of the new*media design division of 25by8, a company that specializes in e-solutions for various corporate clients. He was one of the judges in this year’s Philippine Web Awards. "I think, with enough exposure, the public will embrace the Net as it did radio," Leyran says.

"Ten years ago, only a fraction of the population used cell phones. Look what’s happening now. Why would Internet use be any different?"

New artists

The Web also helps upcoming artists promote their work without spending too much money. "It is a great venue because the playing field is pretty much even," Leyran observes. "You don’t have to have a great deal of money to promote your type of music."

Ayson concurs. "The Net is a democratized environment because the smallest indie artist can do marketing on the Web as easily as the big players," he says.

A music website is also a great showcase for writing talent.

Those who love music and would like to write about the subject now have another venue where they can let loose their creativity. Diane Jorolan, a sub-editor for a financial website and magazine in Singapore, couldn’t get over the high of writing for a music site such as Philmusic.com. "I loved it!" she relates. "Because I enjoyed what I was writing about."

She shares that those who write for this type of website are "serious lovers of music" – DJs, artists, musicians – those who derive satisfaction from meeting their idols and spending a few minutes with them. "Just had a thrill when my article came out, and when Cynthia Alexander (whom I interviewed for a piece) remembered my face when I bumped into her in the ladies’ room of the Republic of Malate," she gushes.

With all that has been said about its potential, what then makes for a great music website?

Good design

Leyran notes that good design is key to having a successful webpage. "It’s important that you create something that will distinguish you from the rest," he says. Always keep the audience in mind and update the site regularly.

How about the financial side of maintaining such a site? Is it as profitable as other websites of other formats? Ayson says there is still a lot of development and education that needs to be done to get advertiser and sponsor support. "But if your revenue is transaction-based or you offer meaningful services, there is a better chance at getting profitable."

Filipino music sites also have to contend with biggies like MTV.com and rollingstone.com but Leyran is optimistic that Pinoy sites will have an identity of their own soon enough. "You have to remember that these (big) sites are being promoted by a worldwide tri-media campaign."

Local websites should know what they need to do in order to stay in the running, and that is to be uniquely Filipino.

The advent of the Internet has certainly changed the way we see the world and hear our music.

Entertainment bigwigs now recognize that the Net is an integral part of any marketing campaign. By all indications, the Web is becoming a formidable communication tool no matter how bleak the declarations of some pundits are.

"As the technology advances, the rates go down and more people will be exposed to this medium," says Leyran.

The Web could take music to even greater heights. So you better stop, children, listen to the music and see the Internet for what it’s worth.