At the Coke Studio The Ultimate Fandom Concert – as it’s in the name itself – it’s all about the fans.

“We hear the fans, it’s ultimately bringing it back to them,” said Mark Dee, Senior Director for Frontline Marketing (East Cluster, Coca-Cola ASEAN & South Pacific), in an interview with Bandwagon before the concert. “This is for you, the fandom, the collaboration that you've been waiting for: K-Pop meets P-Pop.”

“Ever since we started in 2007, when we focused on mainstream genres, each season brings about a different change. And now we're in eighth season, it's all about giving back to the fans, making sure they're at the forefront,” Dee added.

Last 5 September, different fandoms flocked together to the Mall of Asia Arena not just to rally behind their favourites, but also to enjoy several hours of back-to-back electrifying performances from headliner and Coke Studio global artist NewJeans with Filipino powerhouse acts: Zack Tabudlo, actor-singer Kyle Echarri, hip-hop artists Illest Morena and Nik Makino, as well as P-Pop idols ALAMAT.

Bunnies, SparkZ, Magiliw – whatever they had called themselves – all brandished their proud names and distinct colours, but everyone sang and swayed along, no matter who was rocking the stage. Bunnies with their Binky Bongs (their light stick) were belting out to Zack Tabudlo heartbreakers like ‘Nangangamba’, ‘Pano’, ‘Give Me Your Forever’, and ‘Love is Dead’. Kyle Echarri, with his swoonworthy voice and moves, captivated more than only his loyal Kylenatics. Illest Morena and Nik Makino had the arena crowd jamming to their ice-cold bars. And ALAMAT, waving the P-Pop banner up high, was a clear crowd favourite.

It's not about collision for artists and fans who might share little in common at first glance. It’s about collaboration and connection. “We are looking for groups that embody that, who can connect really to their fans,” said Dee.

“If you look at some of the artists that we've partnered with – some of which we started with when they were just rising, and now are established stars already,” he added. “And that's what we're trying to look at. People with genuine passion to work on their craft, wanting to elevate their experience, and who are actually willing to collaborate also with other artists to engage with their fans as well.”

Proving that point, on concert night, the Coke Studio Season 8 artists premiered their collaboration tracks: ALAMAT and Nik Makino with ‘Ngayong Gabi’ and Kyle Echarri and Illest Morena with ‘Believe’.

“Having a girl group, NewJeans, coming to the Philippines […] is groundbreaking for us because we want to elevate the Filipino music [scene] to be at the forefront together with K-Pop, for example,” Dee said of the Ultimate Fandom Concert billing, which also included Zack Tabudlo, the first Filipino Coke Studio global artist. “And this is what The Ultimate Fandom [Concert] is all about. It's about a homage to our fans who have supported us throughout the years.”

With Filipino boy group ALAMAT on the roster, the Ultimate Fandom Concert was also a showcase of P-Pop on the rise, a phenomenon that this iteration of Coke Studio had wanted to reflect. Given that the platform is no stranger to exciting global and local linkages, the meteoric ascent of idols like their very own BINI (albeit not on the lineup due to schedule restraints) is something Coke Studio is closely watching.

 “You never know each season which collaboration you can see,” Dee said as much.

With reports from Camille Castillo

Watch our highlights video here:

“This is for you. This is the collaboration that you’ve been waiting for: K-Pop meets P-Pop.”

Last 5 September, different fandoms flocked together to the Mall of Asia Arena not just to rally behind their favourites, but also to enjoy several hours of back-to-back electrifying… pic.twitter.com/3LrkJRb59T

— Bandwagon (@BandwagonAsia) October 2, 2024