“Hello?” I tapped the green button on my phone and heard Lolito Go’s voice. This was months ago, when I had asked the songwriter/poet if I could follow him around for an in-depth interview. Alas, the artist is always busy, hopping from one place to another. So we settled for a phone interview.

We spoke for more than an hour. Go was easy to talk to — funny, sharp, and unpretentious. He spoke like a longtime friend, with a mind tuned to detail.

Born in 1985, Go grew up in Olongapo, in a time when creativity thrived without social media and TV shows followed rigid schedules. He talked fondly about his childhood and his musical family. I laughed as he recalled meeting filmmaker Darryl Yap in high school, their bond persisting to this day.

Go is widely recognized as the songwriter behind “He Knows,” a wedding anthem that continues to rack up millions of views on YouTube. But it was in 2017 that he rose to fame, when “Titibo-Tibo” — a cheeky, heartfelt song penned by his live-in partner Libertine Amistoso and composed by him — won the Himig Handog grand prize. The track, performed by Moira Dela Torre, became a massive hit.

Since then, Go has remained active in the music scene but has also immersed himself in the world of political jingles. He wrote one for former presidential candidate Leni Robredo.

More recently, during a catch-up via chat, he told me that he was busy preparing for the midterm elections on 12 May. His current clients include Imee Marcos and Gregorio Honasan, so we shifted our conversation toward his creative process.

“Most of the time, the collaboration is strictly professional,” he said. “I’ve worked with a few senatoriables, as well as a presidentiable and a vice presidentiable, and it usually stays that way. But with Imee, it feels more personal. She’s very hands-on, meticulous, and has a real ear for music.”

When I asked how he makes a jingle both memorable and impactful, especially for political figures with broad and diverse audiences, he credited pop culture.

“Being in tune with pop culture is key. I like to mix in trending phrases and casual language but still keep some of the traditional elements that people relate to. I also listen to a lot of political jingles to pick up different styles and ideas that I can bring into my own work.”

Go respects clarity. With Honasan, the process was swift. “The demo only took a few minutes, and the final output was done in less than a day,” he said. In contrast, work for Senator Imee was more time-consuming.

“The demos would usually take about an hour, but the final outputs could take a few days to get approved. There were a lot of revisions. She’s not easy to please, but in a good way. Some days she wants something heartfelt and serious, while other times she’s looking for something fun and danceable.”

He added, “One of my jingles for Senator Imee was asked to have a ‘Manny Villar-esque’ feel.” The reference, from the 2010 ad Naging Mahirap, helped guide the overall mood.

When asked how he handles creative differences with campaign teams or politicians, Go emphasized focus and discipline. “Creative differences don’t really come up often because I always stick to the vision and the direction given. For Senator Imee’s jingles, I usually get clear instructions from direk Darryl, who’s been a longtime friend and handles her PR. With his guidance, we ensure the jingles align perfectly with her brand and message.”

For Honasan, he drew from the senator’s military past. “So the tone is more serious with strong, disciplined lyrics, and the music has that soldier vibe with snare drums and a structured rhythm.”