Alex Bruce returns with another inescapable jam that best describes the feeling of laid-back summer afternoons and beach vibes.

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The Filipina recording star channels her idyllic youthful phase in the new single “SUMFLING,” out today via Sony Music Entertainment.

With suave vocals coasting through laid-back R&B beats and reggae-infused production, “SUMFLING” showcases another side of Bruce: warm and chill on the inside, but effortlessly catching our attention with her distinct brand of charm.

According to Bruce, “SUMFLING” allowed her to experiment with a variety of genres and confront her fears of going against the current.

“It was my decision to embrace that shift in sound and vibe,” Alex Bruce shares. “I’ve always wanted to explore new musical landscapes for every project that I work on, and I’m glad that in SUMFLING, I get to bring a fresh, laid-back energy to my music. It sounds chill but danceable at the same time. It was a refreshing change that challenged me as an artist.”

“SUMFLING is an expression that I made up by combining the words summer and fling,” recalls the 17-year-old hip-hop sensation. “I was in Australia when I wrote this track. Life was very peaceful there, and somehow it inspired me to go on a writing spree.”

The tropical track revisits a memorable romantic encounter with someone during a holiday break.

Its release comes with a music video directed by David Olson. The MV follows Alex Bruce and her friends on a trip to La Union while enjoying nature hangouts, surfing sessions, and summertime conversations.

The visual narrative also shows Bruce meeting a random person on a bonfire, with the two romantically hitting it off for a few days straight and getting confused with their feelings for each other.

Bruce reveals, “We wanted the music video to reflect the overall vibe of the song. Summer is supposed to be about being outdoors, having fun, and feeling great about yourself, and this song perfectly captures that. I’m also happy that I’ve worked with my friends syd, Aira, Violet, and Thomas for the MV shoot. This will always have a special place in my heart.”

Alex Bruce’s “SUMFLING” is out now on all digital music platforms worldwide via Sony Music Entertainment. The music video is out on Friday, June 7, 2024, at 6 p.m. Watch it here.

Jollibee celebrates the unique Joy of being Pinoy in music video featuring Francine Diaz, Adie, and Alex Bruce

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In celebration of the Philippines’ 124th Independence Day, the country’s number one fast-food chain, Jollibee, sparked hope and #JOYngPinoy through the youth with a new campaign music video featuring a rendition of the OPM classic “Awit ng Kabataan.”

"We celebrate this year's Philippine Independence Day by looking toward the future of our country and amplifying their voices," said Arline Adeva, Jollibee Philippines’ Assistant Vice President and Head of Brand PR, Engagement, and Digital Marketing. "In our Joy ng Pinoy video, we want to show how the Filipino youth express their love for country – from using their skills to help their communities, being proud of their world-class talents, or by simply sharing a meal with their loved ones and making the people around them smile with their youthful spirit."

(From left) Alex Bruce, Francine Diaz, and Adie celebrate the unique Joy of being Pinoy in Jollibee’s new Independence Day music video

Teen star Francine Diaz, as well as rising artists Adie and Alex Bruce headline the music video as they represent the voices of today’s youth and encourage every Filipino to proclaim why they are proud to be Pinoy. In less than a week, the video gained over 20 million combined views in Facebook and YouTube.

Teen rapper Alex Bruce raps about different positive traits of Pinoy youth

“Despite it being released even before I was born, this song’s message of hope is definitely something I can relate to and it plays an important role in shaping society,” Alex said.

Actress, model, and endorser Francine Diaz feels happy and proud

to represent the voices of the youth

For Francine, the song is all about loving being Filipino. “[The song calls on all of us] na bumalik ang pagmamahal nila sa pagiging Pinoy at maging proud sila na Pinoy ako! Pinoy tayo!”

Being part of Jollibee’s Independence Day campaign, Francine feels proud that she was able to use her voice to remind everyone–especially her peers in this new generation–that it’s important to love the Philippines and embrace being Filipinos. "Sobrang nakakatuwa at nakakataba ng puso na masali ako sa special project na 'to ng Jollibee. Pag nagche-check po ako ng social media ko, nakikita ko na ganitong [karaming tao] na pala yung naaabot ko, hanggang dito pala kilala nila ako. Ito yung right time to use my voice in the right way," she said.

Singer-songwriter Adie sings about Pinoys’ courage to face challenges

Adie also shares the same sentiment. “Honestly, I’m so proud na kasama ako sa project na ito–especially because the music video sends a message for every Filipino to appreciate our country and share our joy of being Filipinos through art, through community service, and our culture,” he said.

With Jollibee amplifying the voices of this generation and allowing them to express themselves through its latest campaign, the brand hopes that more of the youth will be inspired to express what “Joy ng Pinoy” means to them.

Watch Jollibee’s latest Independence Day video, “Joy ng Pinoy!”, on Jollibee’s official Facebook page and on Jollibee Studios YouTube channel, and join the conversation online by using the hashtag #JOYngPinoy.