Craft Over Clout: Jonathan Manalo on the Soul of Modern OPM

Manila, Philippines — Jonathan Manalo stands at the forefront of the evolving OPM industry, bringing a wealth of experience as a creative director and producer. With a career spanning over two decades, he reflects on the dramatic shifts in music production and the opportunities now available for aspiring artists.

“So many things have changed,” he notes, emphasizing how the landscape of producing music has transformed dramatically.

A Democratized Industry

Gone are the days when only a select few could break into the music scene. Jonathan points out, “Dati, in the past, especially dun sa songwriter slash producer part, very few professional songwriter producers at that time.” Nowadays, the opportunities are abundant. “Marami yung chances na mapansin, magkaroon ng chance, mag-viral, ma-discover,” he explains, highlighting how the industry has democratized. Today, artists can showcase their talents through various platforms, making it easier than ever to be recognized.

The Digital Shift

The move from analog to digital has also changed the game for producers. “Dumali siya in the sense of the technicality of it, from analogue to digital,” Jonathan observes. With the rise of bedroom producers, the quality of music production has leveled up, making it difficult to distinguish between what’s produced at home and in professional studios. “Right now, pag nakinig ka sa Spotify... hindi mo naman na determine kung ano yung pinroduce sa bedroom,” he notes, acknowledging both the advantages and challenges technology brings.

However, Jonathan warns against complacency. “May tendency na maging lazy yung creative,” he cautions, reminding creatives that while technology should aid the process, it shouldn’t replace hard work. “Nothing can replace hard work and nothing would replace yung best that you will give in your art.”

The Essence of Authenticity

Jonathan’s insights extend beyond production techniques; they delve into the very essence of artistry. He is passionate about maintaining authenticity in a fast-paced industry where the pressure to succeed can lead to losing oneself. “Kailangan din lagi na to ground ourselves... [avoid] mag-sell out. Totoo yun,” he reflects, emphasizing the importance of staying true to one’s self amid the demands of the audience.

He recognizes the balancing act required of artists today. “Importante rin na alam mo kung sino gusto mong kausapin,” he advises, stressing that knowing your audience is essential while also maintaining artistic integrity. For Jonathan, fulfilling the audience's expectations while introducing them to new ideas is key. “I also give audiences things that they don't think they needed... but they will realize they need it,” he shares.

In discussing the upcoming musical "Delia D," Jonathan highlights its central theme: "It's a lesson of not losing yourself in the process of reaching for your dreams." He emphasizes the importance of staying authentic to yourself and craft as you pursue personal goals, reminding artists to ask themselves, "Ako pa ba ito? Or hindi na ako?" This reflection is crucial as they navigate the pressures of the industry they're walking through.

A New Era for OPM

As a long-time participant in the OPM scene, Jonathan is excited about the current landscape. “This decade is another golden era for OPM,” he asserts, pointing to the rise of new artists achieving remarkable milestones. “Grabe yung mga bagong artists making it... nagka-crossover globally,” he notes, celebrating the diversification of talent beyond Metro Manila.

He believes that technology has played a crucial role in this transformation, allowing artists to break free from traditional systems. “Dahil sa technology, yung mga artists found ways of breaking themselves out of the usual system,” he explains, highlighting how independent artists are thriving alongside established stars.

The Future of Music

Looking ahead, Jonathan is optimistic about the future of the music industry. “Mas maraming chances ang artist na magkakaroon ng breakout moments,” he recognizes the potential for even more diverse voices to emerge. The collaborative spirit of the current scene excites him, with both independent artists and major labels contributing to a vibrant music culture.

In Jonathan Manalo, the Philippine music industry has a visionary leader dedicated to nurturing talent and fostering creativity. As he continues to shape the sound of OPM, his insights remind us that while technology and trends evolve, the heart of music remains rooted in actual authenticity of artists, hard work, and the unyielding spirit of artistry. Mabuhay, OPM.