"It could be in this lifetime after all."
by Jojo P. Panaligan
It could be in this lifetime after all.
South Border might well be the first Filipino act to break into mainstream US recording scene. Next month, they fly back to the U.S. to seriously look into offers by major and indie labels.
The interest is on strength of the band’s recent sold out U.S. tour that protracted several weeks thanks to word-of-mouth buzz; and the impressive quality of their latest album "Episode III" that was demo-ed to key international label executives.
"They want us back not only to explore the possibility of signing but also to build a fan base among non-Filipinos, too, by performing there on more regular basis, possibly staying there for awhile" says Sharon. "Because with regard all else, the people we have spoken with believe that South Border can make it."
Additionally, the band’s 2004 phenomenal smash "Rainbow" has been on the Apple iTunes song list since May 2006. It’s the first Original Pilipino Music by a homegrown indie act to have been made available for download worldwide.
"Other Filipino songs on iTunes are backed by other labels. There are songs done by independent Filipino artists but these are Fil-Ams raised and based in the U.S.," says Sharon.
If the performance of "Rainbow" in iTunes proves to be even but a hint of déjà vu of its showing here, then international breakthrough becomes more imminent. The song, at one point, was being downloaded as ring back tone at the rate of 3,000 times in a day, raking in millions of pesos that’s unprecedented for an indie act.
Later, the song would win a slew of industry awards including Song of the Year plums and would stay on the charts for half a year.
Penned by South Border front man Jay Durias and manager Sharon Inductivo, "Rainbow" was the first feel-good, pop song issued by the band known to top charts with R&B love songs.
"We didn’t think the song would go this far," says Sharon. "When we were conceptualizing ‘Rainbow,’ we were thinking on simple musical terms; a song that every one could relate to and would reflect the band’s happy state of being stable and still thriving despite several changes in front men and trends in music."
It wasn’t the first time Sharon and Jay had collaborated on songs that turn into hits. Others Sharon wrote lyrics and Jay did music for were "All I Want Is You Today," "Di Na Magiisa," "The Way You Do," Once Again," "7 Years," "Ikaw Nga," and "Love Of My Love."
"Jay and I started writing songs together with ‘Love Of My Life’ though it's not on the credits," says Sharon. "The band was about to hit the studios to record the song but was still missing about three lines. I panicked---- I asked for the melody, counted the syllables needed in the missing lines and then thought up words in a huff.
It worked and since then, Jay would turn to Sharon when lyrics elude him or when he wants to concentrate on melody and arrangement. For "Rainbow," Jay gave Sharon free hand in crafting the message but for key words he was adamant on for inclusion.
"It was like fill in the blanks," says Sharon.
To improve on their songwriting, Sharon and Jay often dissect songs by other artists, analyzing what they like or don’t like about these. Early on, Jay bought recording equipment early on so he could perfect songs he writes at leisure.
"We’ve always believed in the singer-songwriter, " says Jay. "If you can sing then no one else could do your song best than yourself. It’s like the car-owner who knows well what his vehicle is capable of doing."
South Border believes that if not them, other Filipinos are bound to make a dent in the international music scene soon.
"As far as talents in songwriting, performing, playing instruments and singing are concerned, Filipinos are right up there with the best the rest of the world offers," says Jay. "All we need now are breaks."
And one in the U.S. scene is ultimate given its big market. "Even getting just a slice of the pie is good enough. One percent----- one slice-----actually means millions when we’re talking about the U.S. apart, of course, that you become instantly known worldwide."
Is signing with an independent label there an option?
"Maybe, if the offer is good," says Sharon. "The indie scene there is different from here. Some of the indie labels there could and do rival the machinery of major ones. Signing up with one of these, if ever, wouldn’t be such a bad idea though, of course, signing up with a major player in the industry is preferable."
It could be in this lifetime after all.
South Border might well be the first Filipino act to break into mainstream US recording scene. Next month, they fly back to the U.S. to seriously look into offers by major and indie labels.
The interest is on strength of the band’s recent sold out U.S. tour that protracted several weeks thanks to word-of-mouth buzz; and the impressive quality of their latest album "Episode III" that was demo-ed to key international label executives.
"They want us back not only to explore the possibility of signing but also to build a fan base among non-Filipinos, too, by performing there on more regular basis, possibly staying there for awhile" says Sharon. "Because with regard all else, the people we have spoken with believe that South Border can make it."
Additionally, the band’s 2004 phenomenal smash "Rainbow" has been on the Apple iTunes song list since May 2006. It’s the first Original Pilipino Music by a homegrown indie act to have been made available for download worldwide.
"Other Filipino songs on iTunes are backed by other labels. There are songs done by independent Filipino artists but these are Fil-Ams raised and based in the U.S.," says Sharon.
If the performance of "Rainbow" in iTunes proves to be even but a hint of déjà vu of its showing here, then international breakthrough becomes more imminent. The song, at one point, was being downloaded as ring back tone at the rate of 3,000 times in a day, raking in millions of pesos that’s unprecedented for an indie act.
Later, the song would win a slew of industry awards including Song of the Year plums and would stay on the charts for half a year.
Penned by South Border front man Jay Durias and manager Sharon Inductivo, "Rainbow" was the first feel-good, pop song issued by the band known to top charts with R&B love songs.
"We didn’t think the song would go this far," says Sharon. "When we were conceptualizing ‘Rainbow,’ we were thinking on simple musical terms; a song that every one could relate to and would reflect the band’s happy state of being stable and still thriving despite several changes in front men and trends in music."
It wasn’t the first time Sharon and Jay had collaborated on songs that turn into hits. Others Sharon wrote lyrics and Jay did music for were "All I Want Is You Today," "Di Na Magiisa," "The Way You Do," Once Again," "7 Years," "Ikaw Nga," and "Love Of My Love."
"Jay and I started writing songs together with ‘Love Of My Life’ though it's not on the credits," says Sharon. "The band was about to hit the studios to record the song but was still missing about three lines. I panicked---- I asked for the melody, counted the syllables needed in the missing lines and then thought up words in a huff.
It worked and since then, Jay would turn to Sharon when lyrics elude him or when he wants to concentrate on melody and arrangement. For "Rainbow," Jay gave Sharon free hand in crafting the message but for key words he was adamant on for inclusion.
"It was like fill in the blanks," says Sharon.
To improve on their songwriting, Sharon and Jay often dissect songs by other artists, analyzing what they like or don’t like about these. Early on, Jay bought recording equipment early on so he could perfect songs he writes at leisure.
"We’ve always believed in the singer-songwriter, " says Jay. "If you can sing then no one else could do your song best than yourself. It’s like the car-owner who knows well what his vehicle is capable of doing."
South Border believes that if not them, other Filipinos are bound to make a dent in the international music scene soon.
"As far as talents in songwriting, performing, playing instruments and singing are concerned, Filipinos are right up there with the best the rest of the world offers," says Jay. "All we need now are breaks."
And one in the U.S. scene is ultimate given its big market. "Even getting just a slice of the pie is good enough. One percent----- one slice-----actually means millions when we’re talking about the U.S. apart, of course, that you become instantly known worldwide."
Is signing with an independent label there an option?
"Maybe, if the offer is good," says Sharon. "The indie scene there is different from here. Some of the indie labels there could and do rival the machinery of major ones. Signing up with one of these, if ever, wouldn’t be such a bad idea though, of course, signing up with a major player in the industry is preferable."
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