PARI revs up The Awit Awards

Changes are afoot in the local music industry and the Awit Awards is taking the lead. This was announced recently by the Philippine Association of the Record Industry or PARI. Leading the announcement was PARI’s newly installed president Enzo Valdez, the managing director of the Universal Music Group.

Valdez unveiled an ambitious roadmap for the future and presented a comprehensive plan designed to benefit both industry stakeholders and music fans alike. The plan drew strong support from 35 recording label members and six partner music organizations, signaling broad industry alignment behind PARI’s renewed direction.

The initial focus of these changes is the upcoming 39th Awit Awards. The Awit is the local industry award, the counterpart of the American Grammys or the UK’s Brits. It has often been accused of inclusivity and of refusal to keep up with many and often mind-boggling changes constantly experienced by the music industry. The promises from Valdez are the most expansive and inclusive to date.

Leading Valdez’ line-up is that for the first time, entries to the Awit will be open to non-member artists, allowing independent musicians and their managers to submit nominations across categories. This milestone initiative reflects PARI’s commitment to widening access and recognizing a more diverse spectrum of Filipino musical talent.

This move should put an end to questions from the public as to why certain impossible to ignore hits and many well-executed recordings do not make it to the Awit. It was because those were by indie artists or by non-member music outfits.

Anotherr key innovation introduced by Valdez is the creation of the Awit Voting Community (AVC), a body tasked with selecting final nominees and winners. Eligible AVC members will include Awit Awards judges and finalists from the past five years, as well as designated representatives from PARI’s corporate and associate member labels — ensuring a credible, experienced, and representative voting body.

This is another problem solved. That of the rumored tayo-tayo atmosphere during PARI’s voting process. This was wherein it was said that the same group of people are tasked with the voting year after year. And when you are in that circle year after year you develop friends and get to like the music they do.  As a result you vote for them and they get the Awit. This time around, that will not happen anymore.

Further elevating this year’s awards is the introduction of two new major categories. These are the Songwriter of the Year and Producer of the Year awards. These will recognize individuals with the highest number of finalist entries and should highlight the vital contributions of creators behind the music.

PARI also announced strategic partnerships with key music organizations — Organisasyon ng Pilipinong Mang-Aawit (OPM), the Filipino Society of Composers, Authors and Publishers (FILSCAP), the Asosasyon ng Musikong Pilipino (AMP), the Music Copyright Administrators of the Philippines (MCAP), Philippine Recorded Music Rights (PRM), and the Sound Recording Rights Society, Inc. (Soundsright).

Then a chuck the blinders move. It is nice of PARI to recognize the existence of those organizations, some of which greatly influence revenue earnings and play important roles in critical developments in the industry. Each organization will be given on-stage presentation opportunities during major events, including the 39th Awit Awards — ranging from presenting awards to participating in program segments and delivering messages.

The Awit Awards Night is scheduled for September at the SM Mall of Asia Arena, while the Dangal ng Musikang Pilipino Awards will take place in October at the historic Goldenberg Mansion in Malacañang.

Capping off the celebration is AwitFest, a major music festival set for January, 2027 featuring top Filipino artists alongside international guest performers, bringing together the best of Filipino talent on a global stage.

Proceeds from AwitFest will support the development of the Awit Museum, a flagship PARI initiative envisioned as a permanent cultural space dedicated to preserving, showcasing, and celebrating the rich history of Filipino music,  the country’s musical heritage, featuring iconic recordings, memorabilia, interactive exhibits, and educational programs that trace the evolution of original Pilipino music and to honor the contributions of Filipino artists across generations. It is also envisioned as a hub for learning and inspiration — supporting future artists, songwriters, and producers through curated exhibits, workshops, and public engagement initiatives.

Valdez is in full “make PARI great again” mode. “This is a defining moment for the Philippine music industry. We are opening doors wider than ever before — embracing independent artists, strengthening partnerships across organizations and creating platforms that connect Filipino music to the global stage. Through these initiatives, we are not only celebrating excellence today, but also building a stronger, more inclusive future for generations of Filipino artists.”

With these initiatives, PARI signals a dynamic new era for the Philippine music industry — one that champions inclusivity, innovation and artistic excellence.