The lights dimmed, the crowd roared, the music soared and there stepped, on Thursday night, TJ Monterde, and voices rose in unison with the chorus: “Tayo ay lilipad, lahat matutupad.” And last Thursday night, amongst the crowd in Waterfront Cebu City Hotel & Casino, I was reminded that his concert is more than just entertainment—it is labor, livelihood, and most importantly, nation-building.
From a media perspective, the Philippine entertainment has long been a staple in Filipino households that it has become a vibrant force, from songs to local cinema to theater up to the age of TikTok and YouTube digital content. The creative minds keep fueling, truly enriching the industry and culture we have today.
Good thing there is a landmark commitment in Republic Act No. 11904 or the Philippine Creative Industries Development (PCID) Act by the State to nurture and elevate a sector that has long thrived on sheer talent and passion, often with limited institutional support.
Because for far too long, creative professions in the country have been treated as hobbies or side jobs, almost always seen as glamorous but unstable, beautiful but temporary. Yet, these same creative minds are behind some of our most influential exports, cultural heritage, and tourism appeal. These creatives create meaning, tell our stories, represent local genius, and homegrown products.
As used in the PCID Act, “creative industries” is defined to include fields such as music, film and audiovisual media, literature, advertising, design, animation, digital content, and even architecture and traditional cultural expressions.
The PCID Act also establishes the Philippine Creative Industries Development Council (PCIDC) which is tasked to spearhead the development and promotion of the creative industries of the Philippines. The Council is involved in capacity building, education and training, infrastructure investment, and international marketing for creatives. Furthermore, the Act encourages partnerships between the public and private sectors, fostering a collaborative environment that would help provide investments for the creative economy. In terms of intellectual property support, the Council also assists in the monitoring and protection of the creatives’ rights and ecosystem.
In fact, the Supreme Court has recognized the importance of copyright in fostering creativity and protecting the rights of creators, especially in music and media. For example, in the recent case of Filipino Society of Composers and Publishers v. Wolfpac Communications, Inc. (G.R. No. 184661, February 25, 2025), the Court balanced copyright protection with fair use, emphasizing the need to foster creativity and the dissemination of knowledge. The case also highlights the fact that creative industries law must evolve with technology, protecting creators without discouraging digital entrepreneurship.
There are many vulnerabilities that creatives face: unreliable contracts, lack of benefits, exploitation, piracy, and undervaluation of intellectual property. Many of them are overlooked, underpaid, or unprotected. Creative work is labor, and it deserves protection.
The PCID is only the beginning. It must be of great focus to the stakeholders that implementation is key, and support must reach even the most grassroots creators, including street muralists, freelance writers, theater workers, local artisans, local bands, digital illustrators and filmmakers. The government, public and private sector must collaborate to build a thriving environment for creative talents.
Watching TJ Monterde perform in his concert, Sarili Nating Mundo, I saw the embodiment of a wholehearted creative, as his performance radiated quiet power, sincerity, and lyrics that spoke straight to the soul. I saw not just a performer, but a testament to the raw talent that Filipino artists have and what the Philippine Creative Industries Development can now protect.
For many creatives, choosing their respective path hasn’t been easy. But with the right support, it can remain the best decision they ever made. As TJ Monterde gently reminds us in Palagi, “kung balikan man ang hirap, luha’t lahat, ikaw ang paborito kong desisyon.”