Philippine P-Pop girl group KAIA had a mission, and it took them all the way to India to accomplish it. Performing at the Vedanta Udaipur World Music Festival on February 9, the group achieved a milestone as the first P-Pop act to perform in India — a feat that could pave the way for more representation by Filipino artists in international line-ups.
But let’s rewind to November 2021. Like many other P-Pop groups, KAIA was formed during the height of the COVID-19 pandemic. The world was changing, and KAIA became part of a transforming music industry.
KAIA debuted with members Charlotte, Angela, Sophia, Alexa, and Charice, releasing their official pre-debut single, “Kaya”. While the track showed potential, it also had its flaws. Kaya had shaky rap verses, and an energetic dance-pop production style that felt outdated compared to the burgeoning new era of K-pop of the time with groups like NewJeans, Kiss of Life, and tripleS showcasing contemporary R&B and future bass sounds. This period also saw a surge of P-Pop groups debuting left and right. Yet, KAIA managed to stand out and endure through the pandemic with their brand of Filipino-coded high school students, which helped their local audience instantly resonate with their image and brand.
In 2022, they dropped Blah Blah, still leaning into the Blackpink-inspired formula of bombastic trap beats and explosive trumpets. But as time went on, the group decided to tone things down and pay homage to R&B with their next single, Dalawa. This track showcased their vocal growth, allowing them to explore the highs and lows of their range — a stark contrast to the messy complexity of their debut. By 2023, KAIA found their sweet spot in songwriting. They stopped taking themselves too seriously in trap-heavy productions and instead focused on having fun with tracks like 5678.
Creatively, 2024 marked a turning point for KAIA. They learned how to be more melodically prominent, crafting catchy and memorable hooks. Tracks like You Did It and Walang Biruan sounded less like the influences they were modeled after and more like themselves: unique, charming, and authentic.
Last December, Indian audiences got their first taste of P-Pop when KAIA performed at the ASEAN-India Music Festival at Purana Qila, New Delhi. At the time, they were the first group to represent the Philippines at the festival. But their return to India, with their performance at Vedanta Udaipur World Music Festival, was proof that the first time wasn’t enough. Indian audiences wanted more, and seeing KAIA represent Southeast Asia alongside a predominantly Indian lineup was a source of pride for Filipino audiences.
The performance also signaled a moment for Filipino artists showcasing their talent with regional audiences in Asia and beyond. Notable examples of Filipino talent showcased in international music festivals include Rivermaya the Pattaya Music Festival in Thailand back in 2005, 2008, and 2009. In 2023 ena mori performed at the Tiger Den Showcase at SXSW Conference in Austin, Texas; in the same year, Ben&Ben performed at the Clockenflap Music Festival back in 2023. This highlights the growing global recognition of Filipino music and its ability to connect with diverse audiences.
