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As Roslyn Pineda drew nearer to God in the course of the pandemic, she reconnected on-line with Christian mates she hadn’t seen in years. Although she had been residing in Hong Kong for 20 years, she joined their Bible research again within the Philippines.
And because the common supervisor of Sony Music Philippines, she started fascinated with the importance of Christian music throughout this international second.
“Given the numerous hardships and the monumental losses that COVID-19 has caused, wouldn’t it not make sense that individuals would flip to God? Whether or not they knew it or not, would they not want extra faith-based and inspirational music of their lives?” requested Pineda, who’s Filipina.
In October 2021, Pineda and Sony Music launched Waterwalk Data, a Christian label targeted on up to date artists and streaming listeners.
The brand new label was promising on the evangelistic entrance and on a enterprise one. Sony’s Christian division, Provident, ranked the Philippines amongst its high 10 markets outdoors the US. And the viewers demographics have been additionally probably the most sought-after by church buildings and corporations alike: 16-to-35-year-olds who demand authenticity and devour music by way of Spotify and YouTube.
“It’s an unexplored market that has an enormous potential,” Pineda mentioned. “We needed to go the place the streaming market is. Whereas lots of our viewers is lively of their Christian communities, we additionally wished to achieve out to those that are non-Christians and/or nonpracticing Christians.”
Within the Philippines, high songs on the Christian charts typically come from international labels like Hillsong or church networks like Each Nation Music and Victory Church, which has greater than 100 places throughout the nation. Authentic Filipino Gospel, largely sung in Tagalog, has additionally acquired a robust following over the many years by way of the bigger evangelical church buildings.
A lot of the Christian indie music has been impressed by Papuri, a preferred music ministry developed by the radio community Far East Broadcasting Firm 40 years in the past, famous Jungee Marcelo, a Christian songwriter and producer.
Waterwalk Data, although, is just not affiliated with a selected church or custom, and its artists come from a spread of denominational backgrounds.
Picture: Courtesy of Sony Philippines
Its first dozen streaming singles come from musicians who’re lively in reward and worship ministries but additionally in secular leisure; lots of them have constructed their followings on-line. All however one are from the Philippines, and their church buildings are unfold throughout the 7,641-island archipelago, intentionally not restricted to the Nationwide Capital Area.
Whereas Waterwalk seeks to be “genre-agnostic” and incorporates a era of artists that transcend Christian music examine containers, the label is holding to some nonnegotiables in terms of religion. First, songs must be “theologically sound and Bible-based.” The group guides artists to make sure that their lyrics are aligned with Scripture. “Some lyrics may be empowering, however they aren’t essentially gospel-based,” Pineda mentioned.
Second, the artists must be “robust of their religion and … religious Christians,” who’ve been strolling with the Lord for some time and never brand-new believers. The hope is that such religious maturity would cut back the danger of an artist doing issues that might trigger their viewers to stumble and that it could make the music richer, with the authenticity that younger listeners have been searching for.
Darla Baltazar, 24, who sings and produces music from her bed room in Manila, is one in every of Waterwalk’s hottest artists. She shares her songs, her religion, and her course of on her social channels. Her hottest tune, “No Good Factor” is a “holy groovin’,” jazzy tackle Psalm 34.
“I’m very severe about my relationship with God,” Baltazar mentioned in an interview with CT. “I can’t faux and pressure the lyrics. These phrases come from my stroll with him. God would inform me to share my music in order that listeners would discover their approach to him.”
Baltazar’s chill, clean, coffee-shop sounds attract non-Christian listeners, whereas her lyrics introduce them to gospel truths. She sees followers go from confused to curious to impressed. “I ask my non-Christian Instagram followers why they’re following me,” she mentioned. “They just like the melody, however the message pulls them in.”
Taiwanese singer Ariel Tsai, one other Waterwalk artist, has the identical expertise.
“They are saying within the feedback part that they don’t know God,” she mentioned, “however they crave for that sense of belonging that they felt by way of my music.”
Tsai, 27, has gone viral for her Chinese language cowl songs and now composes piano-driven worship. Her English-language launch referred to as “My All and All” got here out final yr.
“There may be a lot uncertainty and hardship, which make individuals suppose of what’s really sure and what we will maintain on to,” she says. “My central message is that God is constant, and his love doesn’t change. That sense of consistency attracts individuals to get to know him.”
Baltazar believes pandemic streaming has led to a brand new acceptance, and probably even starvation, for gospel-centered music amongst individuals on TikTok, YouTube, Instagram, and Spotify.
“All people at dwelling was listening to this style of music,” she mentioned. “It’s why my music multiplied, and folks performed it within the background whereas working or finding out. They are saying it’s peaceable and calming.”
Pineda confirms that there was “development in music consumption within the Philippines in the course of the pandemic throughout all platforms however most particularly YouTube and TikTok. There was additionally a spike in catalogue songs [of iconic artists] as a result of, throughout unsure occasions, individuals wished the consolation of acquainted tunes.”
Baltazar thrives off the interactivity on social media, replying to followers’ questions, incorporating their recommendations within the songwriting course of, and sharing her reflections on religion. She holds on-line occasions—catering to wants in a worldwide pandemic—the place she and listeners can expertise the music and the message collectively.
As she describes it, “Individuals inform us in regards to the music they need, and we curate it for the listening celebration. We divide this system, and there’s a 15-minute gospel message. In these occasions, we hearken to Christian music collectively, not like a live performance, however simply appreciating it. The listening celebration also can turn into evangelistic as we additionally invite non-Christians.”
Baltazar, a former preschool trainer earlier than going into full-time music creation, loosely describes her affiliation as “Christian indie, or individuals who make Christian music however outdoors the standard church congregation.” Her 2020 single “Toes within the Rain,” took off on Spotify playlists, and Baltazar was named one in every of The Gospel Coalition’s artists to look at in 2021.
“Nearly all of my listeners are within the US. They’re largely Christians from the ages of 18 to 24,” she mentioned. “They don’t even notice I’m Filipino.”
Tsai’s followers are a global combine composed of her native Taiwanese and Southeast Asian communities in addition to Asian communities in North America. In addition they discovered her on Spotify and YouTube.
“My followers know I’m an outspoken Christian,” mentioned Tsai, a profitable pop artist earlier than she turned recognized for her Christian music. She is at the moment underneath contract with Sony Music Taiwan.
In contrast to the Filipino Christians on Waterwalk, Tsai comes from a context the place Christianity is just not the bulk religion.
“Individuals in Asia have biases towards Christians and suppose we may be pushy,” she advised CT. “I’ve by no means considered releasing a worship tune publicly, no pop singer in Taiwan does that. It’s very delicate right here. No artist needs to be formally related as a hardcore Christian.”
On the similar time, she maintains, “I at all times need to keep true to myself. Christianity is my life-style, and I really feel that there isn’t any disgrace in saying that. I make it clear to the viewers that the tune I launch is what I really feel from my faith, and that it may give them empowerment.”
Whereas the preliminary listing of artists is principally Filipinos, Pineda envisions making Waterwalk extra regional sooner or later. There shall be efforts to achieve out to Christian artists in Korea and different nations in Southeast Asia, banking on Sony’s intensive worldwide community.
So far, Pineda says the response from the streaming platforms has been encouraging, opening up Waterwalk’s present playlist to the US market.
Because the label continues to launch new music, Pineda hopes the undertaking lives as much as its namesake.
“Waterwalk relies on Matthew 14:22–36. All people remembers that passage of Jesus strolling on water. However they have an inclination to neglect that Peter additionally walked,” she mentioned. “We wished a reputation that confirmed one thing related: to be daring, stepping out in religion, and one thing adventurous.”
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