Rena Charimaine H.

Palacol
International Development Studies 41
International Political Economy
Jumel G. Estrañero

World Class Pioneers: The Rise of BINI and SB19 in the Global Music Scene
and the Evolution of P-Pop in the International Market

I.​ Introduction

Music is a universal language that surpasses our cultural boundaries that serves as a
powerful tool for expression, connection, and identity. In the Philippines, this connection is
particularly evident in the emergence of Philippine pop music, or P-pop; Which represents a
colorful and unique cultural movement that has significantly impacted Filipino identity,
specifically among Filipino youth (Engaño, 2022). P-pop stands for Pinoy pop or Philippine pop
music that is characterized by a blend of local and international musical styles, showcasing the
unique artistry and talent of Filipino performers (Ann et al., 2022). With its catchy melodies,
choreographed performances, and engaging visuals, P-pop has not only entertained but also
inspired a new generation to embrace and celebrate their cultural heritage. As a relatively recent
phenomenon, P-pop has quickly gained popularity, with groups like SB19 and BINI leading the
charge, capturing the hearts of many and garnering international attention.

According to Labrador (2019), P-pop serves as a powerful platform for self-expression

and cultural pride, relating deeply with senior high school students navigating their identities.
This genre often incorporates themes that reflect Filipino values, experiences, and aspirations,
creating a sense of belonging and connection to their roots (Garchitorena, 2015). The growth of
P-pop can be seen in its influence on many aspects of Filipino youth culture, from fashion trends
to social media interactions. Studies have shown that music can play a crucial role in shaping
cultural identity, and P-pop is no exception, acting as a medium through which young Filipinos
can articulate their experiences and assert their cultural identity in an increasingly globalized
world (Trujillo, 2022).

BINI and SB19 are two of the most popular P-Pop (Pinoy Pop) groups in the Philippines.
SB19 is known as pioneers of P-Pop, gaining global recognition for their music and
performances. They are famous for songs like "What?" and "Go Up." Meanwhile, BINI is a girl
group known for promoting Filipino culture through their songs and colorful outfits. Their hit
"Pantropiko" inspires young people to chase their dreams. Both groups showcase Filipino talent
and help bring P-Pop to the world stage.

Based on Briones et al. (2019), the political economy of P-Pop is deeply intertwined with
the huge thing of globalization, digital platforms, and local government support (or lack thereof).
On one hand, platforms like YouTube, Spotify, and TikTok have democratized access to global
audiences, allowing P-Pop to transcend geographical boundaries. SB19’s breakout success, for
example, leveraged these platforms to build a dedicated international fanbase, showing how
digital technologies disrupt traditional gatekeeping in the music industry. The growth of P-Pop
also highlights structural challenges in the Philippine entertainment sector. Many artists face
limited state support, with funding for arts and culture remaining relatively low compared to
other ASEAN countries. In this context, private companies and production agencies, such as
ShowBT Philippines and ABS-CBN’s Star Hunt, play a critical role in cultivating talent and
funding production.

In the broader political-economic context, the rise of P-Pop in the international market
demonstrates the connection between creative innovation and structural economic factors. The
challenge for the Philippines lies in creating a sustainable ecosystem that supports artists while
ensuring their contributions benefit the local economy and cultural identity. The political
economy of P-Pop is thus not just a story of global recognition but a mirror of the broader
socio-economic realities of the Philippines.

II.​ Body

SB19 and BINI’s global success is largely attributed to their effective use of social media
and innovative fan engagement strategies. SB19 leveraged platforms like Twitter and TikTok to
connect with fans worldwide, allowing them to become the first Southeast Asian group to break
into the Billboard Social 50 chart. Their fanbase, known as "A’TIN," played an important role in
getting their reach by promoting their content online. Similarly, BINI engages with their fanbase,
"Bloom," through frequent live streams, behind-the-scenes content, and interactive challenges.
These strategies align with findings from a Szymkowiak et al. (2020), which shows that 72% of
music fans discover new artists through social media.

Figure.1 Positive relation between the

number of people following performers on Instagram and Spotify and the number of people
watching and listening to their songs every month on the analysed streaming services.
 The findings from the analysis of social media influence and streaming services closely
align with the rise of P-Pop groups like SB19 and BINI. As the study shows a positive
correlation between Instagram followers and Spotify listeners, a similar pattern can be observed
in the success of SB19 and BINI. Their substantial following on Instagram helps increase their
visibility, leading to more streams and engagement on platforms like Spotify and YouTube.

Both groups integrate Filipino culture and language into their music, which resonates
with local fans and intrigues international audiences. SB19 incorporates Filipino values, stories,
and even the national language, Tagalog, into their songs, as seen in tracks like "MAPA," which
honors Filipino parents. BINI's vibrant music videos and use of traditional patterns in costumes
showcase Philippine heritage while appealing to global trends. Mao (2020) emphasizes how the
creative sector can drive cultural exports, and P-Pop’s infusion of Filipino identity aligns with
this insight. Their ability to merge cultural authenticity with modern music has made them stand
out, strengthening their identity while making Filipino culture more accessible to global
audiences. P-Pop's growing influence, driven by social media and streaming platforms, can act as
a gateway for expanding the Philippines' soft power (Valera, 2019). Through cultural diplomacy,
Filipino artists are becoming ambassadors of their country, shaping global perceptions and
attracting foreign investments in the arts and entertainment sectors. This is particularly relevant
in the context of the political economy of cultural industries, where creative exports contribute to
national economic growth. As noted by Karasova (2019), the cultural and creative sectors
contribute significantly to GDP and can help diversify economies by creating new industries and
jobs​

The global success of P-Pop groups like SB19 and BINI significantly contributes to the
visibility of Filipino music worldwide. These groups serve as cultural ambassadors, introducing a
fresh sound that blends Filipino traditions with contemporary global pop music trends (Payseng,
2024). This visibility is not only apparent in international chart rankings and social media
engagement but also in the growing number of international collaborations and opportunities for
Filipino artists on the global stage. From a political economy perspective, cultural diplomacy
through music can strengthen international relationships and open economic opportunities. As
Filipino artists gain international fame, they pave the way for further cultural exchanges and
collaborations. For example, international collaborations between Filipino artists and foreign
producers, brands, and media outlets lead to increased global visibility and new markets for
Filipino music​. According to Hurn (2016), political economy of cultural diplomacy, as seen in
the rise of P-Pop, demonstrates how music can influence global trade, tourism, and the country's
cultural profile, fostering both economic and diplomatic ties.

III.​ Analysis

P-Pop, K-Pop, and J-Pop are all major players in the Asian music scene, but they each
have distinct characteristics. K-Pop, led by groups like BTS and BLACKPINK, is known for its
highly polished productions, large fanbase, and international success. It often blends Western
music styles with Korean culture and language, and its fan engagement strategies, such as fan
clubs and social media interaction, are highly developed. J-Pop, on the other hand, has a more
traditional approach, often focusing on youthful, energetic performances with a strong emphasis
on Japanese culture and language (Oh, 2022).

In study by Oh, (2022), it stated that P-Pop’s ability to merge global music trends with a
distinctly Filipino flavor makes it uniquely positioned to carve out a space in the broader Asian
music market. While K-Pop has already established itself as a dominant global force, P-Pop's
success shows that there is an increasing appetite for diverse music genres that highlight unique
cultural identities. By promoting Filipino traditions and language through music videos,
performances, and song lyrics, P-Pop is gradually expanding its international reach and offering
a fresh alternative to the global music scene​.

This isn't without challenges as it seeks to establish itself in the global music market. One
major challenge is the limited resources available to many Filipino artists compared to their
K-Pop counterparts. K-Pop groups benefit from large budgets, advanced production facilities,
and strong backing from record labels, which helps them produce high-quality music and
visually stunning performances. In contrast, P-Pop groups often work with fewer resources,
making it difficult to compete at the same scale in terms of production quality and international
marketing (Edwards, 2014). Additionally, P-Pop must overcome cultural adaptation challenges,
as Filipino music styles may not always align with the expectations of global audiences who are
more familiar with Western pop or K-Pop sounds.

Despite these challenges, there are significant opportunities for P-Pop on the global stage.
The rising global interest in diverse musical styles, including non-English language pop, offers a
unique opening for P-Pop to reach international audiences (Yoon, 2022). With music streaming
platforms like Spotify and YouTube enabling global access to music, P-Pop groups like SB19
and BINI have the opportunity to attract listeners from around the world by leveraging their
distinct Filipino sound and identity. Additionally, the growing demand for cultural diversity in
entertainment allows P-Pop to tap into markets that are eager for new and authentic musical
experiences. This increasing recognition of the value of diversity in the music industry,
combined with the power of social media, positions P-Pop groups to expand their fan bases both
locally and internationally, despite the limitations they may face (Nwagwu & Akintoye, 2023).

Their success serves as a model for future P-Pop artists, demonstrating that with a
combination of strong cultural identity, dedicated fan engagement, and modern music
production, it is possible for Filipino artists to achieve recognition beyond the Philippines. For
example, SB19’s recognition in international award shows like the Billboard Music Awards
highlights the global demand for P-Pop music. Similarly, BINI’s success in international music
charts and growing fanbase across Southeast Asia showcases the increasing international appeal
of P-Pop.

The long-term potential for P-Pop to achieve sustained global success depends largely on
how well groups like BINI and SB19 continue to balance their cultural authenticity with global
music trends. As P-Pop’s audience expands, maintaining a distinct Filipino identity will be
essential for setting it apart from other Asian music genres like K-Pop and J-Pop. However, the
key to long-term success will also rely on adapting to changes in the global music landscape,
such as evolving streaming platforms and shifts in fan engagement strategies (Bengtsson &
Edlom, 2023). With streaming services like Spotify and YouTube providing accessible platforms
for international audiences, P-Pop’s future growth is closely tied to these technological advances.
By continuing to innovate and stay connected with their fanbase, P-Pop artists can secure a
long-lasting place in the global music industry.

IV.​ Recommendation

To ensure the sustained success and global recognition of P-Pop, several key strategies
should be considered for both emerging and established Filipino music groups. Based on the
analysis, these recommendations focus on enhancing visibility, expanding fan engagement, and
leveraging technological advancements.

1.​ Embrace Global Music Trends: While maintaining their unique cultural identity, P-Pop
groups should continue to evolve by incorporating popular global music trends. This
would allow them to stay relevant in a constantly changing music industry. For instance,
integrating elements of Western pop, EDM, and hip-hop, as seen in K-Pop, could help
expand their appeal to international markets. However, it is important to balance these
influences with authentic Filipino sounds to maintain the distinctiveness of P-Pop.

2.​ Focus on International Collaborations: Collaborating with international artists from

different genres can help P-Pop groups gain wider recognition. By teaming up with
established global stars, Filipino artists can introduce their music to new audiences and
tap into different markets. Cross-border collaborations have proven successful for K-Pop
groups and can be a crucial part of P-Pop’s global expansion.

3.​ Support from Government and Industry: To foster the growth of P-Pop, the Philippine
government and music industry stakeholders must provide support in terms of funding,
marketing, and infrastructure. Government initiatives that promote Filipino music abroad
can enhance the genre’s visibility, while industry partnerships can provide the financial
resources necessary for high-quality productions and international promotions.

V. Conclusion

In conclusion, the rise of P-Pop, led by groups like BINI and SB19, demonstrates the
potential for Filipino music to gain global recognition while maintaining cultural authenticity.
Through strategic use of social media, digital platforms, and cultural diplomacy, P-Pop has
carved a unique niche in the global music industry. While challenges such as limited resources
and competition persist, the increasing demand for diverse musical styles and the growth of
streaming services present significant opportunities. By continuing to evolve and engage with
international audiences, P-Pop is poised to contribute to the Philippines' cultural visibility and
economic growth on the world stage.

VI. Message to the Professor

This is my pleasure to present to you a comprehensive exploration of the rise of BINI and
SB19 in the global music scene, along with the evolution of P-Pop in the international market.
Through this study, I aim to highlight the remarkable achievements of these groups, the factors
contributing to their success, and the future potential of P-Pop as a global music genre. I hope
this research inspires continued growth and collaboration within the industry to further elevate
Filipino talent on the world stage.

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