NUSTAR Online Expands Concert Partnerships to Champion Filipino Music

As Original Pilipino Music (OPM) and P-Pop continue to gain recognition both in the Philippines and abroad, NUSTAR Online is strengthening its role in supporting the country’s thriving music industry by partnering with leading concert organizers to bring more live entertainment experiences to Filipino audiences.

The lifestyle gaming brand has recently backed several high-profile concerts featuring some of today’s most promising and well-loved Filipino performers, reflecting its commitment to helping local artists reach wider audiences while contributing to the continued growth of the country’s entertainment scene.

Among the concerts supported by NUSTAR Online were VXON’s “Kalawakan: The Evolution” and G22’s “The Eve of An Alpha: The First Concert,” both organized by L-Squared Productions and staged at the New Frontier Theater in Quezon City. Building on the success of these events, the brand also extended its partnership to the Gen Z Live regional tour held in Bacolod and Cebu, bringing together fan-favorite performers including VXON, G22, Cup of Joe, and AJAA.

The regional concert series provided music fans outside Metro Manila with the opportunity to enjoy live performances from some of the country’s fastest-rising artists while giving performers a broader platform to connect with audiences across different parts of the country. The events also highlighted the growing popularity of P-Pop and the continued strength of OPM among younger generations.

According to Ailene Llado, Chief Operating Officer of L-Squared Productions, the collaboration reflects the shared vision of both organizations to promote Filipino entertainment.

“As Filipino brands, we both believe in supporting the local entertainment industry and bringing quality performances to Filipino audiences. It’s a partnership built on the same passion for showcasing world-class entertainment,” she said during the announcement of the collaboration.

NUSTAR Online has likewise broadened its support through a partnership with VIVA Live, becoming one of the sponsors of “WRten by Wilbert Ross: 1st Major & 10th Anniversary Concert,” a two-night sold-out performance at the New Frontier Theater. The collaboration is expected to continue as more concerts featuring some of the country’s biggest recording artists are lined up in the coming months.

The brand’s increasing participation in live entertainment comes at a time when Filipino music is enjoying remarkable international success. The historic performances of BINI at Coachella 2026 and SB19 at Lollapalooza 2026, together with the growing popularity of artists such as VXON and G22, have further elevated the profile of Filipino music on the global stage.

For NUSTAR Online, these milestones demonstrate the importance of providing artists with opportunities to perform before larger audiences while encouraging the continued development of the local music industry.

“Filipino artists deserve opportunities that allow them to grow and reach more people across the country,” said Alexander Barcela, Brand Manager of NUSTAR Online. “Through our partnerships with concert producers, we hope to help strengthen OPM and P-Pop and contribute to a future where more Filipino artists receive the recognition they deserve both locally and internationally.”

The brand’s support for the entertainment industry extends beyond its recent concert sponsorships. Earlier this year, NUSTAR Online also partnered with VIVA Live for The Rob Deniel Show at the Araneta Coliseum, reaffirming its commitment to promoting homegrown musical talent. It likewise supported Billboard Philippines’ Women in Music, an event recognizing women who continue to influence the country’s music industry through their artistry, leadership, and creativity.

By working closely with respected concert producers and event organizers, NUSTAR Online continues to help create more opportunities for Filipino musicians while encouraging audiences to celebrate local talent. Its growing involvement in live entertainment reflects a long-term commitment to supporting the evolution of OPM and P-Pop as these genres continue to earn greater recognition around the world.

Beyond entertainment partnerships, NUSTAR Online also offers exclusive promotions, including NUSTAR and a Million, where players have the opportunity to win millions of pesos in prizes every week. Through these initiatives and its continued investment in Filipino entertainment, the brand remains dedicated to delivering premium experiences while helping showcase the richness and diversity of Philippine music for audiences today and in the years ahead.