Rob Deniel
At first, it was a case of the song being more popular than the artist.
Rob Deniel’s compositions first went viral on TikTok. And although his songs like “Ulap” went on to become one of the most popular tracks on the video-sharing app last year, not everyone who used his music in their videos knew who he was. But that’s starting to change, as his original compositions continue to rack up streams across other streaming platforms.
“Back then, they knew the songs, but not necessarily the artist. But now, I’m starting to see my name more often along with my songs. Listeners are more appreciative of the art I do; they’re starting to find out who the person is behind the songs,” Rob told the Inquirer in a recent virtual conference. “Nakakatuwa.”
‘I feel weird’
While he still feels a little awkward about the newfound attention he has been getting from people around him, the 18-year-old recording artist is grateful for it nonetheless. “It’s kinda weird because my friends and others know me as a sporty person who loves basketball. Now they’re like, oh, you’re the one who actually sang this or that song. I enjoy acknowledgment, but I do feel weird when they treat me like someone special,” he said.
Rob’s biggest single, “Ulap,” has been collectively streamed around 77 million times on Spotify and YouTube so far. His newer compositions, “Gabi” and “Diwa,” are also starting to gain traction.
“Gabi,” which he wrote two years ago is about the feeling of longing for someone. And its message seems to be resonating with people who couldn’t go out as often and be with friends and loved ones amid the pandemic. “I feel like people are now relating to the song,” he said of “Gabi,” which often pops up in TikTok videos of city night rides or nostalgic hangouts with friends.
“I love performing it live, because it’s an energetic track,” added the singer-songwriter whose old-soul musical influences allows him to come up with contemporary pop songs with a retro vibe.
“Diwa,” on the other hand, is a romantic ballad that conjures images of a prom night slow dance. “It’s about your loved one being by your side until the very end,” he said.
For musicians of his generation, TikTok has become an important tool for the dissemination of their work. That’s why Rob plans to continue utilizing the platform for future releases.
“It’s good to promote on TikTok, because a lot of artists are there,” he said. “And it’s a big help for us when it comes to sharing our music with people. When they started using my songs over there, I realized that perhaps this is where things are heading,” he said. “I’m fascinated by the older generation of music, but I also want to learn how promotion works in the online world. And I think I also became more active and interactive with the fans who inspire me.”
Fine-tuning
Before signing with Viva Records, Rob used to record and produce his compositions using only a phone. Now, he has access to the record labels studios and sound engineers who have made his creative process easier. And the results, he said, were palpable.
“I still start off by creating my demos at home but then I bring them to the studio, where sound engineers help with the mixing and other stuff. There are also instrumentalists, actual drummers, who accompany me … The process became more efficient,” he said, adding that working with proper equipment has fine-tuned his ears for quality productions.
“I learned more about what kind of sounds I want. When you use just a phone, you don’t really know if the quality is going to end up good or bad. I got to correct the things I was doing wrong before,” he pointed out.
Aside from his viral hits, Rob is also thankful for the opportunity to be part of the digital show “HRNA,” which he topbilled with some hot young acts today, like Unique Salonga, Adie and Arthur Nery. “It was one of my biggest breaks so far as a live performer … I got to be with artists I listen to,” Rob said.