In fact, by February, MYX’s platfrom head, Andre Alvarez, was the driver for an Asian-American music channel that debuted on the US West Coast. Available on direct TV, the channel is a compelling mix of Asian-American music and a cross-section of Asian pop and rock artists.
MYX has smartly navigated the shifting waters of the local music industry, keeping one toe firmly in the mainstream, while maintaining a finger on the pulse on what’s fresh, new, and edgy (through programs like their Bandarito and Live MYX). Indie and punk bands, nova-bossa and reggaeton, all these diverse forms of musical strands and expression still manage to get on a music platform that’s keeping the videos of Ogie Alcasid, Erik Santos, Sarah Geronimo and Christian Bautista on regular rotation.
All this came to the fore on a music-filled MYX Music Awards night held recently at the AFP Theater. Sponsored by Nokia, Astringosol, Pond’s and Tanduay, the holding area backstage was a busy hive of presenters and musicians, all exemplifying how music can be a galvanizing influence and common ground for friendship and mutual respect.
Francine Prieto presenting with Jet Pangan of the Dawn, Andrea del Rosario, Rufe Mae Quinto and Erik Santos, Rico Blanco of Rivermaya, Medwin of True Faith, Marc Abaya and Monica Lllamas, Aubrey Miles and Mich Dulce, Kamikazee, Ely Buendia and his Pupil, Spongecola, Amber: no matter where you turned, there was that sense of community and acknowledgement that the music industry was on the rise once again, and that it didn’t matter what genre you were operating in. The night was about celebration and giving recognition as decided by the avid MYX fans.
The opening number was a portent of the kind of synergy and cross-sharing the music industry is so ready to evince. Hits of rock bands such as Sandwich, Callalily, Kamikazee, and Spongecola were interpreted and tweaked by the likes of Hannah of Session Road, Sitti, Yeng Constantino of PDA, Chris Padilla of Hilera, and the Philippine Idol winners, Gian and Mau. It was great to see PDA and Philippine Idol winners sharing the stage, showing that music and MYX transcend channel affiliations and competition. Ely Buendia, back from his heart operation, fronted his band, Pupil.
It was to the audience’s delight to see one of the acknowledged institutions of Pinoy Rock back on the stage where he belongs. Rivermaya, with Cool Carla and Len of Identity Crisis, was the other feratured band of the night. A production number was devoted to the best-selling CD of 2006, the APO tribute album, with some of the lead singers of the bands who ingeniously interpreted the APO hits from the CD.
As for the awards themselves, Spongecola took a lion’s share, proof positive of its impact in 2006. Stalwarts of the more mainstream side of the industry, such as Christian Bautista, Rachelle Ann Go, Erik Santos and Nina took home some of the major awards. Michael V romped away with the Best Celebrity VJ Award.
Mainstay VJs like Iya Villania, Luis Manzano, Nikki Gil and Geoff Eigenmann pushed the proceedings along at a pace that exemplified the verve and energy of the youngish market MYX mainly caters to.
It was a wonderful night for the music industry. There is so much cross-fertilizing of influences and musical streams going on, indicative of Filipino musicians’ rich imagination and inventiveness. No matter the genre one has staked one’s reputation on, it’s heartening to see how some kind of representation is created on the MYX channel, a true indicator of the dynamism behind the station, and the lengthy steps it is ready to take to maintain its status as the true Filipino music channel.