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| SB19 Justin having fun with the children of Better World Tondo (Image Source: Bandwagon Asia/Sony Music Entertainment Philippines) |
Sony Music Entertainment Philippines, in collaboration with Justin of Pinoy Pop kings SB19 and Rise Against Hunger Philippines (RAHP), recently launched an initiative to assist communities in Manila affected by economic challenges and the aftermath of a typhoon. This effort is part of Sony Music Group’s global Season Of Giving campaign which aims to support countries where the international music label operates. Through this campaign, Sony Music demonstrates its dedication to uplifting communities, blending charitable acts with the power of music to make a meaningful impact.
On November 7, 2024, the children of Better World Tondo experienced the joy of an early Christmas celebration. Justin, a solo artist and member of SB19, visited the area to share a day filled with music, games, and nutritious meals. The event began with live performances that thrilled the young audience. Justin captivated the children with his rendition of Maroon 5’s Sunday Morning before delivering two more songs: his solo hit surreal and SB19’s Ikako. The children were visibly delighted, enjoying the music and the opportunity to see their idol perform in person. In addition to the music, Justin actively engaged with the children through interactive games like Bring Me, adding a lively and playful atmosphere to the event. He also took part in the meal service, personally distributing healthy menudo rice meals with papaya slices to the children. This combination of entertainment and nourishment created a memorable and uplifting experience for everyone involved. Reflecting on the event, Justin shared his thoughts about participating in the Season of Giving initiative. He expressed gratitude for the chance to work with Sony Music Entertainment Philippines and RAHP, highlighting how the campaign expanded his understanding of using his platform for good. “I’ve been involved in several advocacies before, but working closely with Sony Music Entertainment Philippines and RAHP has somehow expanded my understanding of the power of using my platform for positive change. There was something incredibly fulfilling about seeing the children’s faces light up during my performance, and it was a special moment to personally serve them the food. This experience will always be a core memory for me, and I’m looking forward to being part of more initiatives like this in the future," said Justin. His participation underscored the importance of blending artistry with meaningful community engagement.
RAHP Program Lead Leni Renton praised Justin’s generosity and Sony Music’s efforts in making the event a success. She noted how the children immediately connected with Justin, enjoying his performances and the games he facilitated. “Justin of SB19 is incredibly warm, caring and generous with the children. They connected with him instantly, enjoying his performances and having a blast playing games together. This special experience, thanks to Sony Music, will remain a cherished memory for these kids for years to come. We are deeply grateful to Sony Music for their continued support and generosity,” said Renton. She emphasized that the initiative went beyond providing meals by creating an inspiring and joyful experience for the children. The collaboration between Sony Music, RAHP, and Justin of SB19 highlights how music and compassion can make a difference. By providing essential meals, creating moments of happiness through live performances, and inspiring children with meaningful interactions, the campaign achieved multiple goals. Renton pointed out that initiatives like these foster hope and dreams, as they connect children with artists who can serve as role models. “Beyond providing healthy meals, their involvement brings something truly special — an unforgettable moment of music and fun with the children,” she added. Sony Music Group’s Season of Giving campaign exemplifies the importance of supporting vulnerable communities. The events at Better World Tondo serve as a reminder of how music and thoughtful collaboration can bring relief and joy to those in need. As the campaign continues globally, this partnership between Sony Music, Justin of SB19, and RAHP reinforces the value of blending artistry and kindness to make a lasting impact.
Now on its third year, Sony Music Group (SMG)'s Season Of Giving campaign is designed to address food insecurity, homelessness and music education in local communities around the world. Together with its global roster of artists and songwriters, the company continues its commitment to support organizations in regions where SMG has a presence. By the end of the calendar year, the annual program will have contributed nearly $2M (two million dollars) in support to more than 12 million people since its inception. Aside from RHAP, other international beneficiaries of this year’s campaign include Achalay (ASOCIACIÓN ACHALAY ESPAÑA) in Spain; ActionAid Sverige in Sweden; Bonnie Support Services and Harding Miller in Australia; Camillus House Inc., Cristina's Academy, Feeding South Florida, Harlem Grown, Los Angeles Mission, Rightway Foundation, Room In The Inn, Second Harvest Food Bank of Middle Tennessee and Toys For Tot in the U.S.; Covenant House Toronto and Saint James Music Academy in Canada; FoodClique in Nigeria; Impophomo Rushing Waters in South Africa; Kiwi Harvest Limited and Orange Sky in New Zealand; Modern Women's Foundation in Taiwan; New Horizon Youth Centre and The Trussell Trust in the United Kingdom; Reach Out and Feed Philippines; and Visions for Children e.V. in Germany). Additionally, as part of SMG’s commitment to work alongside our talent to support communities around the world, artists and songwriters have been volunteering with these pre-determined organizations throughout the month of November. Aside from SB19's Justin, participants include Ben Goldsmith (Sony Music Nashville), BIA (Epic Records), CANTO (Sony Music Publishing Scandinavia), Ferg (RCA Records), SB19's JOSH CULLEN (Sony Music Philippines), Nergiz (Sony Music Publishing Scandinavia), and Sacha (Sony Music Canada) plus additional songwriters from Sony Music Publishing South Africa including 25K, Angie Santana, Benjamin Dube, DJ Fortee, Gino Brown, Kamogelo Mogatwe (Ganja Beatz), Marley Waters, Mustbedubz, Naye Ayla, Ndu Shezi, Nu Edison, Tshepang Ramoba, Tumi Urna, Yung Tyran and Zingah.
In speaking of the annual initiative, SMG Executive Vice President for Global Philanthropy, Social Impact and Environment Towalame Austin said, “Throughout the year, Sony Music Group is dedicated to uplifting and empowering communities around the world. With our annual Season Of Giving campaign, we are so excited to partner with our roster of global artists and songwriters to make a local impact and create opportunities to improve people’s lives." Season Of Giving represents part of SMG’s ongoing philanthropic commitment to sustain and expand its corporate giving efforts. Each year, the Company continues to support a wide range of programs, initiatives and funds informed by five key areas of investment: corporate social responsibility, pandemic recovery, global social justice, employee engagement, and disaster & emergency relief. Every initiative reflects SMG's commitment — both as an organization, and as a collective of individuals who are invested in the future of our industry — to bolster communities around the world where music is created and enjoyed. Learn more about SMG’s approach to giving at https://www.sonymusic.com/sonymusic/smg-global-impact-report-2024/.
