Why SB19 went for guerrilla marketing, unique strategies in ‘Wakas at Simula’

A typical album or single rollout for P-pop artists follows a certain structure — a scheduler, concept photos, audio sampler, and a glimpse of what fans can expect from the title track’s music video. But SB19 took a different approach with “Wakas at Simula.”

Theirs is more intentional leading up to its March 27 release date: guerrilla marketing (through an unannounced flash mob in Bonifacio Global City), targeted scheduling of concept photos, and problem-solving. 

“Engagements,” Stell explained with a knowing smile. “With our approach right now, even before sinasabi namin na we want to be very aggressive, gusto naming maging household name ang SB19, but we realized na hindi namin need ipilit ang sarili namin. We just need to be us and ipakita kung sino kami. We just need to tap the right people.”

(It’s about engagements. With our approach right now, even before we’ve been saying we want to be very aggressive. We want SB19 to be a household name. But we realized that we don’t have to force ourselves on others. We need to be ourselves and show who we really are. We just need to tap the right people.)

We are guided by the universe, our story written in the heavens, and when the six heavenly bodies align in the sky, we are to witness the end and a new beginning#WakasAtSimula #SB19#SB19WakasAtSimula #SB19WaS pic.twitter.com/ccdu4PULtb

— SB19 Official (@SB19Official) February 28, 2026

Emphasizing the need to stay true to themselves, Stell explained that their approach is more “personal” this time, as they need to reach casual viewers in their home base and those who are curious. Of course, he acknowledges that their loyal fans (or A’TIN) will support them all the way, but they still need to introduce themselves.

“Suportado naman kami ng A’TIN pero bukod sa A’TIN, there’s a big chunk of people na hindi namin nare-reach. Before naming ipilit ang sarili namin sa kanila, kailangan namin ipakilala kung sino kami not only as an artist but also as someone who can help the economy. We’re very eager, confident, and our [approach is still] friendly,” he said.

At the same time, Pablo is aware that deliberately withholding the album’s tracklist and overall concept is a risky move. Still, he pointed out that it is a celebration of how far they have come. “Ayaw namin ilatag sa kanila or isubo sa kanila lahat-lahat… hindi kami naglagay ng patikim tulad ng ginagawa namin before. We want them to experience and take the road para maalala kung anong nangyari sa SB19.” 

READ: With ‘Wakas at Simula,’ SB19 goes full circle as they enter a new chapter

“We want to give them a [glimpse] kung ano paparating,” he continued. “We have the creative freedom, and we’ll explore more mature music pagdating sa production, lenses na sasali sa circle namin. Mas maraming tao, mas maraming celebration of ideas.”

(We don’t want to feed them everything. We didn’t add teasers this time. We want them to experience the road and take it so they remember what happened to SB19. We want to give them a glimpse of what’s to come. We have creative freedom and will explore a more mature musical direction in production, and we’ll allow people with unique lenses to join our circle. When we have more people, there’s more celebration of ideas.)

SB19’s current direction

“Wakas at Simula” consists of 24 tracks including “VISA,” “Memories,” “Toyfriend,” “Everblack,” “Emoji” and “Wakas,” as well as remastered versions of songs from past EPs “Pagsibol,” “PAGTATAG!” and “Simula at Wakas.” 

To add, “Toyfriend” and “Emoji” are collaborative tracks with Japanese boy group BE:FIRST and award-winning singer-actress Jolin Tsai. 

“This one is very different, ‘yung naka-collab namin before is with Filipino artists. This time, mga international artists who are very complex with their craft, they’re very specific sa kung anong maging sound and direction nila,” Ken said of the process, noting that they made sure to balance SB19’s identity with BE:FIRST and Tsai as well.

“We have to consider their branding and vision, merong struggle pero kailangan i-polish mo ang sarili mo para makuha mo ang perfect na results,” he continued.

(This one is very different. We used to collaborate with Filipino artists. This time, we’re working with international artists who are very complex in their craft, and they’re very specific about the kind of sound and direction they want. We have to consider their branding and vision, which is a struggle. But you have to polish your identity too to achieve perfect results.)

Since SB19 has been around for eight years, Justin said they’ve reached a point where they’re done with walking on eggshells. For them, the album is a way to reclaim their identity, especially since they know themselves better now.

“For our music direction, we’re eight years in the industry, eight years gumagawa ng music and performing, we are more confident and hindi na kami walking on tiptoes may assurance na kami sa sarili namin and sa gusto naming gawin. Ito ‘yung gusto naming i-try and ipakita,” he said.

(For our music direction, we’re eight years in the industry. We’ve been making music and performing for eight years. We are more confident and we’re not walking on tiptoes anymore. We’re assured of who we are and what we want to do. This is what we want to try and show.)

To get to where they are, Josh said it had to do with how much they dreamt big when they were starting out. Back then, they were told that they were “too ambitious” with what they wanted to achieve. Yet it paid off. 

“Kailangan mas mataas ang pangarap mo para mas mataas ang iyong ma-achieve. Dati, nagbibiruan kami na ang taas ng pangarap [namin], pero libreng mangarap. And we can set [a standard for ourselves]. May reason kung bakit tayo bumabangon,” he said.

(You need to have bigger dreams so you have higher peaks to achieve. We used to tease each other that we’re too ambitious. But it’s free to dream. And we can set a standard for ourselves. There’s a reason why we get up.) /ra