💜 PINOY’S NEW POP PRINCESS

Singer-songwriter star Olivia Rodrigo brought the Guts World Tour to Manila’s Philippine Arena last weekend. It was the first time Rodrigo, who is part Filipina, had performed in the country and also the biggest show of her career to date (it’s actually the largest indoor arena in the world with a maximum capacity 55,000). 

After the show she posted on Instagram “Been dreaming of this show for a whileeeee. My first time in the Philippines and also my biggest venue ever!!!!! Thank you to everyone [in] Manila for welcoming me so generously and making me feel so loved.” Following on from stops in Thailand and Singapore, it’s fair to say that SEA Livies are obsessed, and Rodrigo’s fanbase is only set to grow. Let’s break down why… 

💡OUR TAKE 

💗 Giving back to fans: purpose over profit

As part of Rodrigo’s nonprofit organization Fund 4 Good, the net profits from Manila ticket sales were donated to Jhpiego, a ​​charity that helps women and families across 40 countries (including the Philippines). The artist revealed she also visited the organization while she was in the city. While we’re on the topic of tickets: they were affordable, with prices capped at PHP 1,500 (around USD 26). Of course, this is a concert so there were issues securing them, but fans’ anger was predominantly directed at the organizers rather than Rodrigo. 

A thought on the philanthropic nature of this concert: strict guardrails were put in place to ensure that this remained a non-profit event, meaning there were no brand activities around it. Clearly that didn’t diminish the overall hype, but brands’ inability to participate in a cultural conversation when the opportunity to sell more products is removed reveals most marketers think too much about revenue. 

This could have presented an opportunity to give back to fans, perhaps via a charitable donation (to Jhpiego, Rodrigo’s charity or an organization working on similar issues). It could have been an opportunity to introduce a volunteer program for employees or launch a CSR initiative aligned with female empowerment. Activations like this build meaningful brand value that continues after the Guts buzz has passed. 

🇵🇭 Pinoy Pride: the girl I’ve always been

Rodrigo is proud of her Filipino roots.  In the past, Rodrigo has been open and enthusiastic about her heritage, even fangirling about meeting Vanessa Hudgens (also Filipino). During the concert she donned a ‘Miss So Filipina’ sash and a tank top emblazoned with ’Pinoy Pride’, much to attendees’ delight. She also made a shout-out to the section where actors Marian Rivera and Dingdong Dantes were seated; their daughter’s reaction was heartwarming 🥹. While we’ve seen other global artists – like Taylor Swift and Ed Sheeran – localize concert elements, it resonates more deeply when the audience connects with the artist on a deeper level. 

That love is evident in fans’ reaction to concert challenges, including the aforementioned ticket woes, but also claims about vacant seats and preferential treatment for influencers. None of their wrath was directed at Rodrigo, most agreed that Live Nation PH were to blame. 

Of course, Rodrigo isn’t the only high-profile figure to embrace their heritage and win fans’ hearts: see also R’Bonney Nola Gabriel, the 2022 Miss Universe winner, and actor Manny Jacinto who’s currently on the cover of Vogue Philippines. In previous editions of Culture Wire we’ve discussed the need for SEA audiences to see themselves represented, but this also reveals that authenticity and vulnerability are just as important.

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