February 3, 2008

Heavy Rotation: The Rise of Filipino Radio Representation

Posted by Ninoy Brown at 12:00AM

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Cassie, that one Asian guy from the Neptunes, the other producer who did that skateboard track for Lupe Fiasco, that main girl from the Pussy Cat Dolls, they're all at least part Filipino, right? Walk into a workshop focused on Filipino-American media representation, and this thin list of musicians would likely be all that the group would generate.

Though, the lack of talent in mainstream music is a result of the Filipino American community getting shafted by clueless A&Rs, radio broadcasters, and all the other corporate types who attempt to dictate what music gets heard. Enter Heavy Rotation, a new online radio show aimed at showcasing Filipino-American talent not given the opportunity by the likes of Clear Channel.

Already two shows recorded since its inception, Heavy Rotation is building itself to be a strong monthly medium exposing listeners to the deep musicianship in the Filipino community. Operating under the mantra, "The rise of Filipino Hip-Hop and R&B," there is an implied attitude that the presence of Filipinos in American pop culture will soon reach a tipping point. Who better to break folks off with the coverage of what could be a new cultural renaissance than a group of youthful individuals who have been working in the industry for some time?

DJ Marlino, nineteen-years thick in the DJ game, decided to set up shop in a small studio in San Diego as a base of operations. Along with co-hosts, Rich, Diane, and Jeff, the crew hopes to use the music to make the show. With much untapped talent yet to be heard by many music fans, the selection of music won't likely get dry any time soon.

Tuning into the two-hour program, sounds of boom-bap resonate from the Upstarts and Son of Ran, bullet-riddled political lyrics from Bambu and Kiwi (members of the now defunct Native Guns), and jazzy grooves from Freddie Joachim and Choice 37 can be heard, along with a hand picked selection of other artists found from Myspace and various cultural festivals. For some, listening to a show can incite thoughts of, "Oh, snap, these cats are actually Filipino?"

The "Otso-otso" is left out for more under and middle ground artists that seek the exposure that mainstream radio won't give. In the mix of the music is also commentary touching social issues identifiable to Filipino-Americans. In the second show, Diane discusses the generational conflict that persists in many homes. Some might argue that these discussions are played out in a "post-PCN" paradigm, but for the Filipinos living in Bumpkin, Idaho this might be one of the few resources exposing them to experiences that run parallel to their own.

While political coverage may be limited, what this displays is less about the producers of the show not being "down" enough, but is more descriptive of the community's lack of voice and the few outlets of expression. The producers are left with compacting a broad reaching show in a monthly two-hour time frame. It's a daunting task to be a maven and a salesman for a musical movement. Of course, a movement is what it is, a grassroots attempt to be heard.

Check out Heavy Rotation for more info and to get your music heard on the show