Filipino talent continues to make waves, and this time, it’s front and center in the groundbreaking Nasa Atin ang Panalo campaign, a movement that does more than spotlight music.

With a renewed focus on homegrown artists, the campaign taps into the heartbeat of the nation, where music is more than entertainment but rather a powerful force for identity, resilience and pride.

With a star-studded lineup and a vision anchored in empowering the youth, the initiative brings together the best of Filipino artistry across genres and generations. The result? A bold statement that excellence in music is, indeed, in our blood.

Sound of strength

Ushering the movement is G22, hailed as P-pop’s alpha females. Composed of AJ, Alfea and Jaz, the group has become known for their electric energy, fierce choreography and empowering lyrics.

Since their 2022 debut, G22 has consistently dominated the scene with tracks like “Bang,” “Boomerang,” and their latest smash “Pa-Pa-Pa-Palaban.”

Their recent music video “Pagpili” garnered over three million views within two weeks of its release. The song’s bold theme encourages Filipinos to make unapologetic choices, a testament to the spirit of today’s youth.

Meanwhile, rap icon Skusta Clee elevates Filipino hip-hop with his upcoming single “Sari-Saring Kwento,” a collaboration with Flow G. With sharp lyricism and gripping beats, the track offers a raw look at everyday Filipino life, reminding listeners that there is poetry in pain and triumph in storytelling.

Completing this all-star trio is rising girl group KAIA. Angela, Charice, Alexa, Sophia and Charlotte’s independence-themed anthem “Kaya Mo” drops on 12 June.

Cultural crusade

“Nasa Atin ang Panalo has evolved into something more purposeful than a campaign. It’s now a crusade, one that celebrates the strength, dreams and talents of Filipinos,” said Ivy Hayagan-Piedad, Puregold senior marketing manager.

The crescendo of the musical celebration will be on 5 July with OPMCon 2025 set to electrify Philippine Arena. It promises to be the largest music spectacle of the year with headline acts SB19, BINI, G22, KAIA, Skusta Clee, Flow G and Sunkissed Lola.

Ticket sales begin on 16 to 17 May during the Tindahan Ni Aling Puring Sari-Sari Store Convention at the World Trade Center, Pasay City.