What You Missed At &FRIENDS: Music and Pop Culture Festival
&FRIENDS made its maiden debut in the Philippines, procuring a two-night celebration across its music and pop culture tenets. Converging the colorful sound spectrum (pun intended) with content creators, and a predominantly anime and manga movement, albeit “unorthodox,” found comfort along Okada Manila’s halls.
Presented by Clout Kitchen and co-presented by Lastdrop, they hosted Zedd’s fifth reunion in Manila, coinciding pleasantly with the appearance of first-time acts and personalities.
A partnership of almost six months came to fruition—and surprisingly, it just made sense.
A thoughtfully curated weekend
via &FRIENDS: Music and Pop Culture Festival
&FRIENDS didn’t just lay their cards on the table, a “hot mess” or a “free-for-all” for its attendees attracted solely to their areas of interest, but played an effective hand that invited discovery and openness. It wasn’t just the afternoon convention or the evening soirée, but a thoughtfully curated weekend that provided event and concert-goers a holistically shared experience.
Upon ascending Okada Manila’s Crystal Corridor stairs, &FRIENDS took a third of the 720-meter strip, filled with vendors and activations that lasted from noon until after-hours. From content creator appearances, cosplayer meet-and-greets, and even the opportunity to demo “outdated” video game consoles, the experience reawakened remnants of the 2000s-2010s, with music as its cherry on top.
Regardless of its predominantly pop-culture distinction, the performances and talks herald its space, established through the Friendship and Creator Stages. While scouring through the convention’s hundred-plus merchants, these podiums remained booked for their entirety, culminating in performances behind the deck at Okada Manila’s The Cove.
via &FRIENDS: Music and Pop Culture Festival
An embrace of Eastern and Western musical fusion
Starting 4:00 PM until nearly daybreak, &FRIENDS’ vibrant Main Stage never faltered in energy and variety. Witnessing returns and debuts for many of its performers, the thousands in attendance welcomed visitors (and fellow countrymen) with open arms as if they were their own. Witnessing Canadian-born Vietnamese Hoang’s maiden set, followed by the first appearances of €URO TRA$H (Yellow Claw), Seven Lions, bbno$, Illenium, and others, the 360° festival experience pushed the envelope of fusing Eastern and Western influences, spotlighting regional Asian acts and OPM alongside global headliners.
Undoubtedly, Zedd stood as the festival’s main attraction, reuniting with his Filipino faithful once more and appearing at Okada Manila’s The Cove for a second time. Despite visiting the country previously, the Grammy Award winner remained grateful for the undying support, only (and proudly) found in the Philippines.
“Manila was one of the first big places for me to play in—one of my first real fan bases,” Zedd motioned to the crowd.
“It’s (Philippines) such a special place, and I’ve always received so love from you since the very first day. And I’ve played this place before, but the energy tonight was f*king crazy, so thank you so much for that,” he added.
via &FRIENDS: Music and Pop Culture Festival
In their attempt to bridge the gap, &FRIENDS provided a multidimensional experience—converging electronic dance and pop personas, creator showcases, art, and gaming under its roof.
What could have been deemed as an “ambitious” push sat comfortably in the hearts of its crowd through its immersive weekend that wasn’t just for any one generation, but a stomping ground of nostalgia and connection. It was a cultural convergence of screen and reality that we can only hope to be continuously explored.
ALSO READ: &FRIENDS Is Only A Week Away
