Striking the right chord

MANILA, Philippines - Singing is a favorite pastime among Pinoys with the shower as the No. 1 venue and with over 2,500 submissions sent to Nescafé 3in1 Soundskool, Pinoys would love to show the world just how good they can be. Then again, talent is one of two things — you are either born with it, or you are lucky and hardworking enough to eventually have it. Can every Juan dela Cruz have what it takes to make it all the way to the top?

“You’re lucky if you’re born with the talent, but, as with anything, you can’t depend on talent alone to make the cut,” says Ronald Chuacokiong, Nescafé 3in1 Soundskool brand events executive.

Together with Chuacokiong, Vic Valenciano and Jinno Mina of Sony Music Philippines, TRACKS chief engineer Angee Rozul and Callalily frontman Kean Cipriano make up the Nescafé 3in1 Soundskool 2010 panel of judges, and they spill the beans on the makings of tomorrow’s hot young talent.

Establishing a career in the music industry can be very difficult. Today’s music artists had to go through several obstacles. How does one survive?

“You have to know the right people,” says Minna. He explains the concept of eksena, wherein musicians get together and build a scene that keeps the craft alive by feeding off each other’s contribution to music. “In this industry, fellow artists help each other, and that is how you make your own eksena,” he says.

According to Cipriano, “It is all about how the artist chooses to handle his craft. There is pressure and stress, but if you want it, then it wouldn’t matter if it’s difficult. It’s a commitment you make to your craft.”

The Filipino youth is filled with passion and determination in creating their music, but standing out is a completely different matter. As Valenciano explains, “The first few seconds is important.” He illustrates the screening as a DJ choosing a song that is worth airing on the radio. “Your intro can’t be too long or complicated or familiar. Otherwise, you’ll just change the radio station and listen to something else.”

Commercial success, training, networking, timing and an exciting experience all culminate in Nescafé 3in1 Soundskool, which is the main reason why these music industry big leagues continue to support the cause.

“Nescafé 3in1 Soundskool and Sony Music Philippines share the same goal — to search for the best talent and hone them to become a complete performer,” says Valenciano. “Nescafé 3in1 Soundskool provides the perfect platform for our talent pool in Sony, and it can’t get any better than that.”