And we owe it all to everyone
who stood by our side and moved with us.

We owe it all to you!

Hello everyone! Happy New Year!

I don’t usually send out personal messages on the newsletter but because this year is different, I feel the need to reach out and connect with you.  There is much to be said about how 2020 was such a horrible year but I’d like to end it with a different tone. Sure, it was really bad but somehow, it was also full of silver linings.
For one, I found the courage I never knew I had and I saw that my team was strong—-way stronger than I give them credit for. We pushed each other to move despite the adversity, while staying true to our belief that music can truly heal.

March 30, 2020 was supposed to be our 10th anniversary celebration and, at the same time, the launch of our new brand name and vision.  We were all looking forward to an awesome event with a powerful line-up of artists. It was all part of the plan to officially communicate to the public our intentions of expanding our business.  Instead, we found ourselves down on the ground, scrambling to salvage what we can to attempt to continue our work while being locked up in our homes.We had no choice but to adapt to a rapidly changing world even with the presence of fear and hopelessness in our hearts.  We started by rallying our community to help us raise funds for health workers through a series of online performances by our artists dubbed Comfy Couch.

With the absence of live events, our artists lost the opportunity to earn and, in effect, couldn’t fund for the production of their music.  It is important to us that our artists continue to create so we reached out to our friends and supporters to help us through this difficult time by establishing AMUMA: Homegrown Music Emergency Fund.
The generosity we received was quite overwhelming. We, truly, are very lucky to have a strong and loyal support system.
Even with my resistance to the idea of crowdfunding, the pandemic was the best possible time to consider it. So, we explored the potential of Patreon.com and found that their platform is suitable for both the creator and the fan — allowing them to have a long-term relationship.  Our patrons are giving us a reason to keep creating. They are our vital partners today and moving forward.
We also released music that was meant to assist the information drive about the COVID-19 virus. This was during the surge of the community transmission in Cebu when entire barangays were considered infected.  Our friends from the medical community, who were alarmed that there was a lack of proper information dissemination about the virus, reached out to us and requested for our participation. They believed that music can help spread the word and entice proper behavior. So, we reproduced versions of the songs Wa’y Blema by Wonggoys and Balay ni Mayang by Kyle Wong and Martina San Diego, and edited the lyrics to communicate valuable information and educational content. We, then, gave the government sector the rights to broadcast the music in their respective barangays with the hope that somehow it can help stop the spread of the virus.
Our fundamental purpose, if you get down to it, is really the creation and promotion of music.  And I am proud that even with our limitations, we were still able to release music and expand our catalogue. The release of two (2) LPs, a compilation album and a couple of singles is the result of the hard work that we put in pre-Covid. It paid off during the pandemic and allowed us to serve our purpose.

Consistent hard work really pays off.

One of the main reasons why we have been able to survive was our ability to respond and adapt to the new environment. Our audio recording facility promptly pivoted to the live streaming business and was able to help alleviate the revenue fall-out from the lockdown.  I’m grateful that my team was able to rise to the occasion and courageously dabbled in video production.  We were able to provide our services to brands and companies like Globe TelecomJP MorganRose PharmacySmart Telecommunications and Red Horse Beer for their Muziklaban Series.  The world of live streaming is promising but we understand that, in our line of work, it only promises survival but not sustainability.
The only thing that has left a big hole in my heart is the absence of live music. I’ve always secretly considered every 22 Tango event as a community gathering.
Through the years, I’ve personally supervised and directed our shows, big or small, to make sure that it will be an experience.  And because of these shows, we were able to grow the community and our artists have gained a cult following.
My team and our artists will agree with me that live music is, indeed, the soul of our company. We’ve been heartbroken for a while now but things could be looking up soon. Live events are just around the corner and, before we know it, we’ll be out there again. For the meantime, we’ll keep moving to create possibilities and we’ll continue to make music so we’ll have more to share with you as soon as we’re allowed to play live again.
Thank you for your love and support.
Onwards,