The OPM Wave: From A Marketing Perspective

Original Pilipino Music (OPM) has been gaining popularity among local listeners, with its tracks surpassing international releases on domestic music charts. Many have taken notice of this boom, describing it with terms like “the rise of OPM,” “resurgence,” and even “renaissance.” As Filipino artists continue to gain recognition, the industry’s growth highlights the balance between artistic expression and strategic marketing. For Ma. Teresa “Tere” Viste, 3rd-year BSBA Marketing Management student at iACADEMY and a budding musician, marketing and artistry intersect in her creative journey, offering insight into what makes OPM resonate with listeners. 

Marketing plays a crucial role in the music industry, shaping an artist’s brand, expanding their visibility, and helping them stand out in an increasingly competitive landscape. Korean Pop (K-Pop), for instance, has taken the world by storm through strong fan engagement, diverse social media content, global collaborations, and brand endorsements. For Tere, success lies in making the most of available platforms and finding an audience that connects with your music: “Platforms make it easier to encounter music from different places, while a strong identity and a community of listeners can help an artist build a lasting connection. From a marketing perspective, that connection matters: audiences are drawn not only to a song, but also to the stories and identities they recognize in the artist’s work.”

As a marketing student who pursues music on the side, Tere shared how her studies have influenced the way she thinks music is shared. For her, promotion goes beyond “pubmats, reels, or campaigns” to include intentionality behind an artist’s work: it’s about knowing your work and the connection it can build to a target audience. Beyond visual identities such as logos, marketing an artist is also about “...how an artist presents themselves, what they want people to understand about them, and what makes their work recognizable.” This emphasis on authenticity and connection bleeds through her own song, “Litrato,” which explores queer love and admiration. 

Much like K-Pop, Tere believes that OPM can “...build a clear identity and bring listeners together without simply copying its formula.” The stories of Filipino artists like her already have the potential to reach listeners beyond the country because OPM draws from culture and experiences that may resonate with wider audiences. She hopes to see OPM continue to evolve, giving Filipino artists more space to tell their stories and express their authentic selves. 

Tere’s journey is a testament to what happens when her foundational learnings at iACADEMY meet creative passion: marketing becomes more than a strategy for getting heard, it becomes a way to tell your story and emotionally connect with your audience.