‘[BINI] have managed to keep it solely about their music and their message. No showbiz-y, clickbait stunts.’
On the heels of the announcement that BINI is holding their “Grand BINIverse” concert at the Araneta Coliseum on October 4, it is worth discovering why the nation’s girl group is the newest cultural phenomenon.
Arguably one of the busiest and the hottest musical artists in the Philippines and in Asia today is BINI. Chances are, you cannot go through your social media feed without seeing a post about BINI or a post related to them.
Blooms, as the group’s fans are called, stream their songs, dance to their hits, flock to the BINI’s activities and shows, buy their merch, stan them closely on social media, and line up patiently to buy show tickets. In fact, in a moment of frenzy, a certain Bloom took home BINI Sheena’s standee (but eventually returned it).
Manila Concert Scene’s Kevin Pableo reported that 8,000+ fans watched the BINIverse three-day concert held at the New Frontier Theater from June 28-30, 2024. Kevin also said, “The girls delivered a phenomenal performance that spanned nearly three hours… Uniprom Inc. also recognized BINI’s achievement as the first artist to sell out three consecutive nights at the NFT…. This concert undoubtedly ranks among the most remarkable OPM concerts of 2024.”
So what is it about Jhoanna, Aiah, Colet, Maloi, Gwen, Stacey, Mikha and Sheena that has captured the hearts of audiences? Let’s try to analyze the BINI mystique.
Complete package
No doubt about it, these young ladies possess the singing and dancing talents. And they continue to hone these through their hard work and dedication. Consumate professionals at a young age, they don’t refer to the practices of their song-and-dance routines as “rehearsals,” but call them “training” sessions instead.
The girls’ home company, ABS-CBN supports by providing them with the best collaborators, i.e. composers, costumers, choreographers, etc., so that their gifts as performers truly shine. Pioneering musicmakers Flipmusic, producer Jonathan Manalo, and now producers Shintaro Yasuda and Skylar Mones (who have worked with Ariana Grande and Dua Lipa) are just some of the people who are instrumental in creating the vibrant and catchy BINI sound.
A broad appeal
Once you discover BINI, you will find yourself drawn into their universe. That is what happened to freelance photographer Sace Natividad when he stumbled upon a TikTok video of Janella Salvador dancing to BINI’s “Na Na Na.” he googled “BINI” and then became instantly entranced. “I found myself listening to the song while working and doing my everyday tasks. Allowing autoplay to do its job, it moved on to the songs of (BINI’s) ‘Feel Good’ album, and eventually, I got hooked on ‘Lagi’ and ‘I Feel Good,’ which pushed me to start researching and learning about them and each member.”
BINI’s allure cuts across genders, ages, interests, and even cultures.
UP Men’s Football Team player Francis Tacardon performed some of the “Pantropiko” dance moves after he scored a goal. That was his “celebration pose.” He did this as a tribute to a teammate, a BINI admirer, who had gotten injured just minutes after the match started. “I listen to their songs and I enjoy the choreography especially when my friends dance,” Francis said about BINI’s effect on him.
Brands recognize the drawing power. Jollibee, Puregold, Shopee, Samsung, Vitakeratin, are just some of the many companies who have gotten BINI as product endorsers.
Aspirational factor
BINI’s success proves that gems can be found through talent searches. The eight are products of ABS-CBN’s Star Hunt Academy 2019. Any talented person who desires to be discovered can find hope in the BINI story. Sace explained, “BINI has gone through a lot… nationwide auditions, trainings, the pandemic, the ABS-CBN network shutdown. No matter who you are, you’ll find yourself resonating with the group or with a certain member.”
Embodiment of good values
BINI utilizes their voice to support worthy causes. They are not just artists but advocates “supporting the LGBTQIA+ community, fighting for free and quality education, and protecting ancestral lands. They go beyond what an artist should be,” Sace pointed out.
With their BINI Run held last June in the city of Manila, the young ladies have added “health and fitness” to the list of causes they champion.
They’ve also got each other’s backs and the girls’ friendship inspires the Blooms.
Personally, what we find most amazing about BINI is that in spite of being around since 2020, the girls and their handlers have managed to keep it solely about their music and their message. No showbiz-y, clickbait stunts.
As Sace eloquently said, “BINI is authentic…. a breath of fresh air.”
