Rookie P-pop boy group ALAMAT is slated to premiere the music video for their comeback song ‘kasmala’ today, July 15, at 6:00pm.
ALAMAT is an 8-member sing-rap-dance boy group with members coming from different regions in the Philippines. Their artistic concept is combining both traditional and modern Filipino cultural elements with Western/global influences in the various facets of their music, including dance, fashion, and iconography.
ALAMAT also distinguishes itself as the only P-Pop group that sings and performs in as much as seven (7) Philippine languages: Tagalog, Ilocano, Kapampangan, Bicolano, Waray-Waray, Hiligaynon, and Bisaya. The group also holds the distinction of being the fastest-rising Pinoy act on the Billboard Next Big Sound chart, having debuted at #2 only two weeks after their launch last February.
As a song, ‘kasmala’ is an electrifying collaboration between Filipino and Swedish songwriters and musicians. It is an upbeat hiphop/dance pop banger with integrations of indigenous Filipino sounds, resulting in a track that simultaneously sounds local and international.
The music video, on the other hand, references two dark chapters in the lives of Filipinos in America: the inhumane display of Filipinos in ‘human zoos’ in the early 20th century; and the prejudice-filled lives of the first Filipino migrant farmers of California. Taking cue from the #StopAsianHate campaign, the music video seeks to remind the viewers that Filipinos have also been subject to hate and discrimination, and continue to do so in the present.