The creative industry is one of those hardest hit by the pandemic. Because of this, telco leader PLDT Home is supporting the sector’s recovery through its “The Future is Creative” campaign. To kickstart the initiative, PLDT Home collaborated with young Filipino-American hip-hop prodigy Alex Bruce and the internationally acclaimed Philippine Madrigal Singers for an OPM anthem of hope titled “Muling Pagbangon,” which inspires optimism for a brighter tomorrow.

“Despite the Philippine Arts industry being one of the sectors that have been greatly impacted by the COVID-19 pandemic, Filipino artists are coming together to show how important art can be in empowering our pandemic-stricken fellowmen. For us, this proved that nothing can stop Filipinos from forging stronger collaborations, making even more meaningful, greater art, and preparing a nation for a future full of creativity that’s nurtured from home,” said Al S. Panlilio, President and CEO of PLDT and Smart.

The song and its music video, shot entirely by the artists in their homes, debuted at the recent “The Future of Cities is Creative” virtual conference, a collaborative project of various government agencies and private sector organizations, the Philippine Creative Cities Network (PCCN)initiative of the League of Cities of the Philippines led by Bacolod City Mayor Bing Leonardia, Arts and Culture and Creative Industries Bloc led by Pangasinan Rep. Christopher de Venecia, and supported by PLDT Home, to rally support for Pinoy artists who endured economic dislocation.

At the digital conference, cultural icons like Lea Salonga, Virgilio Almario, Vilma Santos, Kidlat Tahimik, as well as Carlo Ople discussed the unifying role of digital technology in the nation’s cultural life and the artist’s economic prospects. They say, more than just serving as a venue for connecting Filipino artists with their worldwide audience, the strong internet connection now available to homes can also serve as a meeting ground for Filipino creatives and city executives to come up with innovative solutions to local community problems even amid lockdowns.

Part of the topics discussed during the conference are programs that city executives could put in place to prepare for becoming a creative city, which includes enabling local communities with first-rate internet connectivity, nurturing their local creatives, and leveraging creative industries to drive sustainable economic growth.