The initiative is part of a campaign to engage the country in a fight to alleviate food insecurity and malnutrition.

Sony Music Entertainment Philippines (SMEP) continues to give back to disadvantaged communities through food aid and relief.

This comes as part of Sony Music Group’s global ‘Season of Giving’ campaign, where the company and its artists are paying it forward to the countries in which the international music label operates. Across the world, SMG is supporting global organizations dedicated to providing aid for those facing food insecurity, homelessness and refugee support, as well as music industry relief and educational programs for communities impacted by the COVID-19 pandemic.

This year, the international music label has partnered with Reach Out and Feed Philippines for a feeding program that provides assistance and relief to households in highly urbanized areas such as Barangay Damayang Lagi in Quezon City. Sony Music has been partners with them since last year, where they provided food aid, along with pop-rock band, NOBITA, to local communities impacted by the pandemic.

As reported by Reach Out and Feed Philippines, the community-wide initiative has supported more than 100,000 individuals to date.

Reach Out and Feed Philippines extended their deepest gratitude to Sony Music for providing valuable support to the feeding outreach. “Their support is not just a contribution; it’s a lifeline to those in need. Together, we’re making a tangible difference, one meal at a time,” Dawn Cabigon, Founder and Chairperson of Reach Out and Feed Philippines said.

The team, which was headed by Sony Music, distributed healthy meals to indigent families. Shoti, one of the label’s recording stars, volunteered and serenaded the beneficiaries with his music, which includes a performance of the viral smash “LDR,” the new single “waiting 4 u (delulu),” and a rendition of the holiday classic “Jingle Bell Rock.”

“I’ve received a lot of blessings this year,” said the teen pop singer-songwriter. “And the least thing that I can do is to pay it forward in my own little way. I’m grateful to my Sony Music family and Brgy. Damayang Lagi for the opportunity to bring joy and inspiration to these families. I’m honored to have used my platform in enacting impactful changes within the community, and I hope to be of service to more people in the future.”

Shoti also encouraged the children and parents to join him on the LDR TikTok dance trend, which drew cheers and laughter among the participants.

He’s one of the artists that supports Sony Music Entertainment’s countless philanthropic activities every year, with the utmost goal of creating valuable and positive social impact for a better future.

Roslyn Pineda, General Manager, Philippines, Sony Music Entertainment, expressed her gratitude to Shoti for his time and generosity to the cause. “I am incredibly proud of our young artist Shoti, who, at just 16 years old, displayed immense dedication and commitment by flying all the way from Cebu to Manila to participate in the feeding program organized by Reach Out and Feed Philippines. Shoti’s willingness to go the extra mile to make a difference is truly inspiring.”

Season of Giving, a global initiative of Sony Music Group, runs throughout the holiday season in collaboration with charity partners across Africa, Asia, Australia/New Zealand, Canada, Continental Europe, Latin America, the United Kingdom, and the United States.

Facilitating volunteer events in each region where they have an office presence, Sony Music Group through Sony Music Entertainment Philippines, showed an unwavering commitment to help secure the resources needed to serve the most vulnerable individuals and families in different parts of the world.

Pineda adds, “Sony Music Philippines is committed to continuing our Season of Giving initiatives and partnering with organizations like Reach Out and Feed Philippines to create a lasting change. Together with our artists, we will continue to use our platform to uplift and empower communities.”

This campaign also represents the company’s ongoing commitment to forge humanitarian partnerships and support communities that need it most, inside and outside the music industry.

Learn more about SMG’s giving approach here.