Cover Not to disrupt the scene (but maybe just a little)—Kean Cipriano talks about O/C Records (Photo: Jon Nouel Hipe)
Not to disrupt the scene (but maybe just a little)—Kean Cipriano talks about O/C Records (Photo: Jon Nouel Hipe)
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There's no singular formula for success and longevity in the music scene. Trends come and go, taste is subjective, and the medium changes over time. But what remains is our love for good music—quality sound, relatable lyrics, memorable melodies, and artists who are unafraid to be unique
Kean Cipriano, former frontman and lead vocalist of alternative rock band Callalily in the 2000s, started venturing into handling fellow artists with IV of Spades, the indie alternative rock band originally composed of four members formerly led by Unique Salonga. With ingenious musicality, visually striking fashion, and artistic style that mixes bohemian inspirations with contemporary taste, the meteoric rise of IV of Spades was not unsurprising to many. After the surprise drop of the overnight hit Mundo, what shook the ground was the announcement three months later that its lead vocalist was pursuing a solo career.
Cipriano clarified with Tatler that after he timed Mundo’s release on Valentine’s Day, he felt that he already fulfilled his part as their manager and it was time to leave. He felt lucky and sincerely grateful for the opportunity to handle them for a while, especially as they were bound for guaranteed success. Little did he know that Unique would be following him in taking the exit with eyes set on greater heights—and that did not sit well with fans.
Cipriano was aware that he had broken many hearts. But to set things straight, he did not intend for any of that to happen. He had to leave and start his label because of the toxicity behind the scenes of the music industry that had been hounding him since his early years as a music artist. With fresh ground, he can start anew, and impact the industry by showing that all it takes to be successful in this career is to be true.
Read more: Unique Salonga: On music, artistry, and ‘Daisy’ album
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“‘Not all record labels or management can understand how you are as an artist’, I said to Unique,” Cipriano said, admitting that, at the time, he contemplated if the odds would be in their favour. Fortunately, Vic Del Rosario of VIVA, a longtime friend of his and his wife Chynna Ortaleza, decided to partner with them—with the assurance that his company would be a separate entity.
O/C Records stands for Ortaleza and Cipriano, he revealed. But although the artist-couple has been tirelessly working hand-in-hand on their avant-garde ‘baby’, they didn’t want themselves to be in the spotlight but the artists they would be signing with.
“We want to be the kind of record label that is risky, and open to supporting artists of varied genres. We aim to find the perfect balance between art and commercial success,” Cipriano said.
Since its founding, O/C Records has endorsed artists that big companies might have frowned upon if they emerged in the 2000s and 2010s when pop, hip-hop, and alternative rock were the craze. Instead, Ortaleza and Cipriano stuck to their guts, pursuing the artistry of each individual under their wing while mapping out effective marketing strategies and in-house [and sometimes inter-company] camaraderie.
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Coming from a mainstream band in his early years, Cipriano felt that the crowd and industry players did not take him seriously as an artist. With the birth of Callalily, the subculture of “pogi rock” [matinee idol rock band] also came forth, prompting many artists, their band included, to produce songs that would appeal to the masses only when backed with charm.
“It’s not just about being cool or maangas [feisty]. At the end of the day, it’s still about your music, your art, and how we can cater that to the world on a level that it’s relatable,” said Cipriano, clarifying that an artist should also have a backbone purported by the label.
Contrary to established companies in the music industry, Cipriano believes that the number of songs an artist has released within the year or the frequency of such drops is not enough to guarantee one’s success. “What is important is sustaining a career, making things happen that would require a village to execute,” he continued.
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To say that Cipriano is amazed by the incredible amount of talent we have in the country is an understatement. “Original Pilipino Music (OPM) is magical. In my 20 years in the industry, I’ve seen how artists have transitioned to innovate. But what is constant is that Filipino musicians are great storytellers,” Cipriano said.
According to Cipriano, a common denominator of artists is their ability to transcend emotions through their songs. A sad song can even trigger even the happiest person in the crowd because the song—how it was written and sung—strikes a chord in one’s heart.
“We, Filipinos, are very sentimental—we use our pains, joys, and everything we experience to write music,” Cipriano said, describing how much his wonder is towards OPM acts across the demographic.
The trends may have come and passed, and the audience’s taste may have evolved, but the passion remains etched in every letter and word set into music.
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“O/C means overconfident,” Cipriano jokes. But true, they have toyed with the label’s name to baptise their projects several times. On their YouTube channel, they call their artists ‘odd creatures’ and sometimes record live jamming and artist talks in their studio, called ‘Odd Corner’.
With six years on the run, O/C Records has disrupted the country’s music industry greatly by introducing to today’s generation of music lovers exceptional talents such as Unique, Adie, Arthur Nery, Kenaniah, mrld, among many others and even catered the singer-songwriter side of actress Glaiza de Castro and social media sensation Mimiyuuuh.
Cipriano believes that for an artist to be successful in the industry, they must have a “kickass song and a record label that will unwaveringly support the song’s artistry—willing to take risks, willing to commit.”
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Nevertheless, Cipriano thinks that O/C Records isn’t that much different from other industry players, especially the big ones monopolising the radio airwaves throughout Southeast Asia.
Is it just sheer luck they harvested a crop of talented artists who dare to break the status quo?
Perhaps it is so, Cipriano believes that it is important for artists to be supported by their recording labels in their creative vision. It is a wound Cipriano carries in his heart to this day and one he vows to prevent in today’s generation of artists.
“My wish is that when a person hears a song they would identify it as released by O/C Records,” Cipriano said. “That we are the record label that you won’t get shortchanged with any of our songs or artists.”
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O/C Records does not limit itself to a particular genre. This stems from Ortaleza and Cipriano’s philosophy that music is not something to be boxed but to be explored.
“I prefer listening to varied types of music because we all feel different moods each day, right? So it‘s understandable to have dynamic preferences,” Cipriano said.
O/C Records, given its emerging state in the industry, is no match for its competitors—with the rise of technology, they continue to change the landscape for aspiring singer-songwriters. But the budding record label—after the undisputed success of its young artists—remains resilient, dedicated, and defiant in weaving the dreams of their talents. If there is a lasting impression Cipriano would like O/C Records to imprint on the OPM industry, it is just the songs that defied and defined it.
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Credits
Photography: Jon Nouel Hipe
Production: Johannah Reglos (Tatler Philippines) and James Banaag (O/C Records)
Location: O/C Records
Content Direction: Franz Sorilla IV
About
Before assuming the Art and Culture Editor position, Franz has always had a penchant for visual and performing arts. He is passionate about exploring and writing about the local cultural scene and rediscovering the country’s storied past and rich heritage. Besides working on this luxury lifestyle magazine, Franz is an avid book reader, local traveller, museum-goer, chorister, and community theatre playwright.
Work
Franz earned a degree in Journalism from the University of Santo Tomas. He writes about local visual and performing artists and their craft; drinks wines, liquors, and spirits and talks about the creativity of their respective winemakers and master blenders; tries to learn more about business and investments; respects the tradition and artistry that go behind the making of watches and jewellery; and appreciates the genius of architecture and creative design.
As head of Tatler Philippines’ pool of writers, he helps them bring impactful and socially relevant stories to light.
For any leads, you may reach him through @franzsorillaiv on Instagram or franz@tatlerphilippines.com via email.
