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On Thursday, MTV Regional executives and bigwigs from the Department of Tourism proudly announced the first-ever MTV Music Evolution concert, happening on May 17 at the Quirino Grandstand.
And the first-wave of confirmed headliners? ‘90s favorite Naughty by Nature and current cream of the crop, Abra and Gloc-9.
MTV executives explained that the MTV music evolution concert aims to showcase how a particular genre of music has grown and evolved to its current state — thus putting classic acts side-by-side contemporary artists — and as you may have guessed, the first music evolution concert is all about hip-hop.
Mr. Paras Sharma of MTV Asia explained during Thursday’s press briefing that they are in the process of sealing the deal with another contemporary international hip-hop act. *cough* Kendrik Lamar *cough*
The MTV Music Evolution is sponsored by the Department of Tourism. “Our local hip-hop culture is yet another story to tell the world,” begins Mr. Ramon Enerio III, the chief operating officer and vice chairperson of the Tourism Promotions Board. “It’s another way to show that the Philippines is the cultural center of Asia.”
“Kinakabahan ako, pero tina-translate ko ito sa excitement,” says Abra, who gave a preview of audiences can expect during the gig. “Ito na eh. The concert will be aired across the globe, so the audience is wider. Lagpas Pilipinas na, binibigyan na tayo ng attention ng buong mundo. Kailangan na natin galingan. The world knows about our singers. It’s time they learn of our rappers.”
MTV and the DOT have been working together to promote Filipino culture, diving head-on into music tourism — a trend in tourism industry where music is the main focus and music fans are the main target. Most recently, MTV Asia featured the Malasimbo Arts and Music Festival on its channel.
While the MTV music evolution is a non-ticketed event — tickets are not for sale — organizers are still looking at bringing in around 30,000 attendees by way of promotional contests. You can go to MTVasia.com, where you can win tickets by playing a few games.
This is the first in what MTV and the DOT hopes to become an annual event. But before they get ahead, we’re patiently waiting for the full lineup of performers.
In the mean time, here is Naughty of Nature’s most popular song from the ’90s:
