Jovit revives jukebox songs in the digital era

Jovit Baldivino breathes new life into jukebox, a beloved genre that the young generation may not be familiar with, through his latest album aptly named Jukebox.  

The 21-year-old singer started out as a rock ballad artist after he was hailed victor of the first edition of the ABS-CBN talent search Pilipinas Got Talent (PGT). He became a hitmaker with chart-topping albums such as I’d Do Anything For Love (2010) and OPM Greatest Hits Volume One (2012), which both achieved triple platinum status.

Now, Jovit is ready to take on another challenge as he shifts to jukebox. At the media launch of his album, music producer Rox Santos said this career move can be attributed to the singer’s past hits like Faithfully and Pusong Bato, which Filipinos loved and sang like an anthem. Rox explained that “mass appeal” is what mainly characterizes jukebox, and Jovit was able to exhibit that in his bestselling singles.

Jovit’s powerful rock songs are what won the masses over and made him who he is today. In his transition to jukebox, the singer and Star Music are careful not to surprise his fans with an entirely new Jovit Baldivino according to him.

In terms of preparation, the PGT Season 1 grand winner said he has to slightly change his vocal style to suit the genre. He said, “I have to lessen the huskiness, it needs control. I have to know when it is needed, and when it is unnecessary.”

Jovit has been known to showcase intense vocal ability. In fact, he even admitted that he has never lip-synced — a hot topic among entertainers today. However, the artist said the mellowing down is needed because jukebox “is rather soft.” It is this tenderness that makes the genre relatable to the masa.

When asked about the prejudice against the genre — it being “baduy” — Jovit was quick to promise the press that he would be giving a modern twist to it. He added, “Most kids today prefer foreign songs over OPM. I would like to help not only jukebox grow, but OPM in general.”

The singer also expressed his readiness in being compared to the legendary April Boy Regino. Jovit believes it comes with the territory — especially since his latest album features his rendition of Honey My Love So Sweet which was originally sung by April Boy — and is actually humbled that he was given the title.

Aside from expanding his musical horizon, Jovit will be participating in a Metro Manila Film Festival entry this year starring Vice Ganda and Coco Martin. As to what his role will be, the singer kept mum and asked fans to watch out for it. However, he hinted that his scenes would involve action stunts. Jovit has had experience in acting with the 2010 musical serye iDOL and the 2011 teen drama Growing Up.

He also told the press his favorite song off the album: Bumangon Tayo. The track, Jovit said, is dedicated to the victims of Typhoon Yolanda. He hopes to sing it on its anniversary this Nov. 8, and hopefully inspires those affected.

Before trying his luck in showbiz, Jovit earned a living as a siomai vendor in Batangas where he hails from. The singer shared that he still visits the place where he used to sell siomai riding only a motorcycle. He quipped, “It’s still my favorite food”.

Several hits later, Jovit has remained down-to-earth. The Batangueño has served as the voice behind some of the soundtracks to ABS-CBN’s top-rating teleseryes like Guns and Roses (2011) and Angelito (2013) where he also played a role. Apart from his solo albums, he has also been part of two compilation albums including one that reached platinum status.

The singer is hopeful for Jukebox and it seems he has every right to feel so. The classic Nanghihinayang, which is in the album, has been garnering raving reviews after Jovit performed it on noontime variety show ASAP 20. It has also been a hot request on radio stations like MOR 101.9. Seven originals are also in the album including Apoy and Hanggang Mayroong Bukas. The album is Jovit’s fourth in his five-year career.