On Cover: The AdProm Issue - Behind Every Hit Is a Team You Don’t See

Manila, Philippines — In the music industry, audiences often see the end result: a song climbing the charts, a viral performance online, or a packed mall show. But behind every release is a group of people working quietly in the background: adprom teams responsible for making sure the music reaches the public.

At a recent conversation, four industry insiders reflected on what that work really looks like: Chen Cornelio of Sony Music Philippines, James Banaag of O/C Records, Cyrile Flores of Tarsier Records, and Red from Viva Music Group. Together, they offered a candid look at the long hours, emotional investment, and constant adaptation required to bring music to audiences.

For many in the field, promotion starts long before the public hears the track. Cyrile explained that adprom teams often listen to songs as early as the demo stage, already imagining how they might introduce the music to listeners.

“One thing is a good song, but it’s another thing for a good promo,” he said. “Demo pa lang yung kanta, pinapakinggan ko na siya… dinadama ko na siya kung paano ko siya marireach sa mga tao.”

That early familiarity helps teams craft the story surrounding a release—something that has become just as important as the music itself.

Songs to Stories

For adprom teams, the job goes beyond simply promoting a track. It involves shaping the narrative that helps listeners connect with both the song and the artist behind it.

“Our role is to amplify the story of the artist and the song,” Chen explained. “Artist building talaga.”

That work often involves coordinating interviews, arranging media appearances, and helping artists share the inspiration behind their music across different platforms.

According to Red, adprom teams act as the bridge between marketing strategies and the public.

“Our job is to amplify what’s the marketing plan,” he said. “To put the song out there, to put the artist out there.”

The goal is not only to make the song heard, but also to introduce audiences to the person behind it—something that can help build a lasting connection with listeners.

Timing and Numbers

Even with careful planning, success in the music industry rarely follows a predictable timeline. Songs sometimes gain traction months—or even years—after their initial release.

Red noted that when a track unexpectedly starts gaining numbers again, adprom teams quickly shift their efforts to support the momentum.

“Bigla siyang umaangat,” he said. “Kapag nakita namin yung numbers… support natin ulit.”

But numbers alone don’t always capture the impact of promotional work. Red emphasized that songs should be seen as long-term investments rather than instant hits.

“The song kasi talaga, it’s a long-term investment… maraming songs na very iconic na, [kahit] ang tagal-tagal na, hanggang ngayon kinakanta pa rin natin.”

That perspective helps when campaigns don’t immediately succeed. Sometimes the signs of progress are small: a few new listeners after a mall show, or a modest jump in streaming numbers after a guesting.

“Pag uwi niya, may additional 20 followers,” Red said with a laugh. “Wow, that’s already an achievement for us. At least may movement yung song.”

For James, believing in the song remains essential throughout the process.

“Una muna kailangan kami yung maniwala,” he said. That belief helps keep teams motivated even when strategies don’t immediately succeed.

“Most of the time… mas mataas yung percentage na hindi mag-work yung mga gagawin namin,” James admitted. “But tuloy-tuloy lang kami. Kung hindi mag-work itong isa, kailangan mabilis ang response na dito naman tayo sa isa.”

Collaboration With Artists

Adprom teams also have to tailor their strategies to the personalities of the artists they represent. Not every musician is comfortable with interviews or media appearances, and forcing a promotional format that doesn’t fit can sometimes backfire.

“Kailangan tingnan natin kung ano yung babagay sa personality nung artist,” Chen said.

Some artists thrive in interviews and talk shows, while others feel more comfortable creating digital content or focusing on performances. In many cases, promotional activities become part of an artist’s learning process as they gain confidence in front of media.

“We start with smaller platforms,” Red explained. “Exposure na rin sa kanila… training na rin for bigger platforms.”

Working closely with artists also requires humility from the teams behind them. For Cyrile, one of the biggest lessons in his career has been learning to balance passion with openness.

“One of my red flags talaga as a person is I’m overly passionate with the things that I do,” he admitted. “I had to unlearn thinking that because it’s my job, I know better than the artist.”

Instead, collaboration and listening have become central to how he approaches the work.

“I had to relearn how to listen to them,” he said.

Building Communities Around the Music

Today, promotion also means nurturing fan communities.

For Cyrile, connecting with listeners sometimes means stepping directly into the same spaces where they interact online.

“What I do is I become one of them,” he said. “Just so I know how to speak their language, how to connect with them.”

That connection also happens offline. Fan events, mall shows, and meet-ups remain powerful opportunities to deepen relationships between artists and listeners.

“Gaano man kaliit o kalaki yung event,” James said, “as long as sila yung nandun, iba yung feeling nila.”

At the same time, Red emphasized the importance of maintaining boundaries between fans, artists, and management.

“We’re very connected with the fandom admins,” he said. “But we build boundaries din between them, the artist, and the management.”

Adapting to a Changing Industry

The rise of digital platforms has transformed how music is promoted. Where campaigns once followed a step-by-step sequence—radio first, then press, then television—today’s strategies are far more flexible.

“Before, meron kaming step-by-step kung paano ipopromote yung artist,” Chen said. “Ngayon, hindi na step-by-step. Kung ano yung mag-work sa artist, doon kami pupunta.”

Still, traditional media continues to play an important role in reaching audiences across the Philippines.

“Hindi lahat ng lugar sa Philippines ay nare-reach ng TV… at hindi lahat naka-Spotify,” Red explained. “So hanggang ngayon po, may mga nagra-radio pa rin.”

For many artists, hearing their music on the radio or seeing themselves in print remains a milestone.

“Minsan yung artist nagtatanong pa, paano malalagay sa radyo yung song namin,” he added. “Achievement pa rin siya.”

Rather than replacing traditional platforms, digital tools have simply expanded the promotional ecosystem.

“Whether traditional or online,” Chen said, “parehong may role yan sa journey ng artist.”

The Reward Behind the Work

Despite the long hours and constant pressure to deliver results, many adprom professionals say the job remains deeply fulfilling.

For Cyrile and Red, working in the industry has brought moments that feel almost surreal—going from fans watching television shows to being behind the scenes helping artists appear on those same stages.

“Thirteen years after,” Cyrile said, “I’ll be working with the artists visiting that same show.”

“This job healed my inner child,” Red said.

James finds similar fulfillment in moments when artists receive recognition for their work, such as during awards shows. “Yung pag-attend ng awards night,” he said, “yun yung parang fulfillment sa akin na nandito ako sa music scene.”

For Chen, who has spent more than two decades in the industry, the greatest reward comes from witnessing an artist’s growth. “Makita mong nakikilala yung artist na pinopromote mo,” she said. “Sobrang saya na sa puso namin mga ad-prom.”

Because while audiences may only see the performance or hear the song on the radio, it is often the quiet dedication of adprom teams that helps turn a release into a moment—and sometimes, a career.

---

ON COVER CHEN CORNELIO RED JAMES BANAAG CY FLORES CREATIVE DIRECTOR M STORY BY H WRITER JAS RICO PHOTOGRAPHER SARAH DELLUTA VIDEOGRAPHER KIM ANTONIO SET ASSISTANT PATRICK MANALOTO HMUA SOPHIE BOMARAS SOFIA NOCON EYZE ROIZ ALVAREZ MJ GRIPAL STYLING HARO GALANG BETTINA BAÑEZ DIANA SIMPELO-BANAAG LOCATION GUIJO STUDIOS

---