Alamat strengthens with new single ‘kasmala’


Pop group Pinoy Alamat: (top row, left) Mo, Tomas, Valfer, Jao, (bottom row, left) Alas, Gami, Taneo and Rji.

The Alamat boys have moved up a gear. With the success of their debut single “kbye” now tucked under their proverbial belt, members Taneo, Jao, Mo, Tomas, Valfer, R-Ji, Gami and Alas are set to take it to the next level with the release of their new single titled “kasmala.”

“kasmala” is a rambling pun on the Tagalog word “malakas” which means strong.

This eight-member Pinoy pop group has kept busy and worked hard since they debuted earlier this year. In addition to crossing the million-mark YouTube mark with their music video “kbye”, Alamat has achieved a remarkable career milestone, impressive for such a young actor.

They have the distinction of being the fastest OPM group to break into Billboard’s Next Big Thing charts with their impressive Top 2 debut. Currently they are the highest position in the charts for a new Pinoy act. . Apart from that, Alamat also impressed the makers of musical tastes with his modern R&B tinged pop dance sound mixed with a style clearly rooted in the Filipino aesthetic.

For their brand new single “kasmala”, Alamat raised the stakes on the sound level. To keep up with the times, their new song is produced by a Swiss music production team called The Kennel. Viva Records enlisted the help of the Stockholm-based music team described as “one of the most successful independent music publishers, having written and produced music over a hundred No. 1 hits”. And of course, in typical Alamat way of proudly pointing out Pinoy, songwriter Thyro Alfaro wrote the lyrics to “kasmala”. Essentially, the new single is a collaborative mix between the Swedish music production company and Filipino musicians and songwriters.

Alamat burst onto Billboard's “Next Big Thing” charts a few days before the release of the new track “kasmala”.

Alamat burst onto Billboard’s “Next Big Thing” charts a few days before the release of the new track “kasmala”.

A director at Viva Records describes him as “The high-caliber musical production used by K-pop groups meets the best Pinoy lyricist of his generation.” And add a talented, disciplined, elegant and beautiful group like Alamat, it’s a mix of dynamite! “

Thematically, “kasmala” defends the indomitable spirit of Pinoy.

According to Jason Paul Laxamana, Creative Director of Ninuno Media, the new song carries a strong message. He said Filipinos have always been strong in the face of diversity. May the song “kasmala” remind “fellow Filipinos that we too have always been subject to hatred, dehumanization and prejudice throughout history.” Adding that, despite, “We will not be broken. We will persist and continue to prosper. We will endure. For we are strong. We are ‘kasmala’.”

Weeks before the release of their new single, Alamat’s social media pages were lit with artistic and stylish photos that take inspiration from the #StopAsianHate campaign, hence Laxamana’s commentary.

The same teasers, along with the anticipation of the release of their new track “kasmala” and accompanying music video generated so much buzz for Alamat that they burst onto Billboard’s Next Big Thing charts days before. the release of the new song.

For their part, the Alamat boys are focused on the laser to make this outing bigger and better than the first. And in the context of what they’ve already achieved in such a short time, that really does mean something.

Alamat has garnered considerable attention for championing a Pinoy feel in their aesthetic. The group made a point of emphasizing a modern theme that not only highlights several Filipino languages ​​(tagalog, ilocano, kapampangan, bicolano, waray-waray, hiligaynon and bisaya) on their songs, and the aesthetic of fashion. and modern styling that is distinctly pinoy.

The track “kasmala” was released on July 15th on all music streaming platforms. Likewise, the accompanying music video directed by Jason Paul Laxamana debuted on YouTube the same day.

Alamat’s “kasmala” is released by Viva Records.

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