MYX Global welcomes new 'thrilling era', to revive its music awards

MANILA, August 30 ------ MYX said the music platform is now embracing its "global era" with new slogan "Beat of Our Culture" on its media conference at ABS-CBN Compound in Quezon City.

Maribel Hernaez, ABS-CBN Global managing director for Asia-Pacific, emphasized that as times have changed, so did the channel. "I am part from the old generation of MYX and I've seen how MYX evolved over the years. It is so thrilling to see what MYX is right now because shortly after the pandemic, our world became smaller because everybody got hooked on social media, and suddenly everything is accessible," she said. "What happened was all of artists — Filipino talent — here in the Philippines and around the world suddenly became popular or it's easy to cross over boundaries. It was a good opportunity for MYX because during when things are changing, MYX is also changing," Hernaez added.

Now that the channel is bearing a new slogan, the brand envisions a collective message that binds the creative spirit of Filipino artists around the world. Hernaez said that MYX has been active for the past years on serving as a platform and a community for artists not just in Manila, but also in United States, Canada, Toronto, and London. To further spice thing up, MYX Global also bared plans to launch a VJ search and to bring back the MYX Music Awards. When asked what kind of VJ is MYX searching for, Hernaez and MYX VJ Samantha "Samm" Alvero were both clear: authenticity is the key trait. "It may sound cliche, just be yourself. In this age, it's so easy to tell when somebody is being authentic or not. When, I started in MYX and that's always my promise to myself — be authentic not just in hosting but in everything I do," Samm said.

Meanwhile, the MYX Music Awards honors the biggest hitmakers in the country annually. However, its 15th and 16th editions in 2020 and 2021 respectively were only done virtually due to the pandemic. Years after that, there was no more MYX Music Awards again. Hence, MYX Global excites musicians and fans who had long been waiting for the ceremony's return. The channel also used the opportunity to share the performers line up for MYX Live in September composed of Maki, Lola Amour, Darren Espanto, Maymay Entrata, Janine Berdin, Nameless Kids, and more.

What changed and remained

Hernaez also stressed that there were changes in MYX's brand strategies as more people tune in to social media for entertainment. "The first thing that really changed was how we deliver our content. It became digital first, dati nauuna ang TV o cable. The second major change, we carry the "MYX Global" right now because we believe that the world is our stage already," she stated. But she also shared that there are things that remain the same for MYX. "MYX still sticks to its original DNA. We try to keep it, mayroon pa ring nostalgia. Nakakatuwa ang generation ngayon na even if the young ones are creating their own brand, own type of music — marami pa rin sa kanila ang nakaka-appreciate ng icons, ng legacy ng artists who came earlier," Hernaez added.

Source: news.abs-cbn.com