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) and Filipino singer-songwriter Benj Pangilinan have recently linked up with Rise Against Hunger Philippines (RAHP), an international hunger relief organization that distributes food and life-changing aid to the world’s most vulnerable, to support communities in Manila that are impacted by food insecurity and malnutrition.

This initiative is part of Sony Music Group’s global ‘Season of Giving’ campaign, where the company upholds its commitment to collaborating with partner organizations through a series of in-person events and charitable activities.

For this particular project, the international record label has collaborated with Rise Against Hunger Philippines in enacting programs that are designed to uplift the lives of many people through food aid and entertainment. In a collective statement, RAHP was all praises to Sony Music Philippines and Benj for spreading the holiday joy with the children this season of giving. “Their dedication to give back not only makes this holiday season merrier for the kids but also makes our mission to achieve food security all the more possible.”

The fast-rising recording star has recently joined the SMEP team through a day of volunteering and performances at the Better World Tondo community center, which functions as a food bank and feeding center. This is where RAHP holds food drives, and the AHA Learning Center manages an after-class studying program for disadvantaged kids.

Aside from providing relief and assistance to the beneficiaries, Benj performed two songs, including his current single, “Dance Like You.”

“Giving back has always been something I’ve loved doing,” the Sony Music talent said. “This opportunity was a wonderful experience for me. Sometimes, when you bless others, you realize later how much you’ve gained and learned from the experience. I’m also grateful to Sony and my management team from Genesis for sharing my vision when it comes to giving back to the community.”

Donning a hairnet, gloves, and a Rise Against Hunger PH apron, the young and promising artist engaged with the kids through fun games and activities and helped in the distribution of food.

In a random act of kindness, the multi-talented newcomer also talked to one of the ice cream cart vendors outside and bought his whole stock for the day. He distributed ice cream to the kids and moms who were present during the feeding program activity.

Benj shares, “We were about to leave, and I just saw the guy selling, so I just thought to help out. I didn’t expect that a small act like that would have such a major impact on them. I’m always happy to help.”

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.

In addition to Benj Pangilinan, other notable artists who have volunteered with partner organizations and Sony Music Entertainment in the past two years include Shoti, NOBITA, and Hazel Faith.

This campaign also represents the company’s ongoing philanthropic commitment to forge partnerships and support communities that need it most, which are anchored in its culture of making a difference and contributing to social development through music.

“At Sony Music Philippines, we believe in using our platform to not only entertain but also to uplift and empower communities,” Roslyn Pineda, General Manager, Philippines, Sony Music Entertainment, explains in a press statement. We are committed to continuing our Season of Giving initiatives and partnering with organizations like Rise Against Hunger Philippines to create a positive impact in our society.”

Pineda adds, “Together with artists like Benj Pangilinan, we look forward to more opportunities to give back and make a difference in the lives of those who need it the most. We are immensely proud of their dedication and grateful to have such compassionate individuals as part of our Sony Music family.”

Learn more about SMG’s giving approach here.