The social media platform is now the biggest stage to witness the best performances from this rising new genre.
Filipinos are known to be well-versed in making unique spins on trends, whether it’s food, art, or—perhaps most especially—music and dance. When the Korean wave, or Hallyu, took the world by storm around the mid 2000s, social media played a part in propelling it to the top of Billboard charts and the hearts of the global youth. Come 2021, social entertainment platform Kumu started growing its music presence through singing contests and music label partnerships. Once Filipinos solidified its homegrown variant of the global Kpop genre—more commonly known as P-pop—Kumu was already poised to be its virtual home.
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