Sony Music Entertainment Philippines, in partnership with JOSH CULLEN of SB19 and Reach Out and Feed Philippines Inc., has launched a meaningful initiative aimed at supporting vulnerable children in underserved communities across the country. This partnership seeks to address both malnutrition and the environmental challenges contributing to poor health in these areas.
The initiative is part of Sony Music Group’s (SMG) global ‘Season of Giving’ campaign, which unites the company and its artists and songwriters in efforts to give back to the communities in which they operate. This year, the program marks an important shift, moving beyond just providing nourishing meals to tackling the root causes of malnutrition—especially the socio-environmental factors that exacerbate it.
Photo Credit: Sony Music Entertainment Philippines
“Previously, we focused on delivering direct nutritional support. However, experiences in areas like Sitio Dumpsite in Antipolo taught us that to make a real, lasting impact, we must address severe socio-environmental issues impacting children’s health,” explains Dawn Cabigon, Founder of Reach Out and Feed Philippines Inc. “For example, in Tondo’s Smokey Mountain, over 25,000 residents, including vulnerable children, live amidst high pollution levels from waste burning, exposing them to toxins that harm their development. These environmental factors are just as detrimental to children’s health as inadequate nutrition. In response, this project incorporates holistic support, addressing both the nutritional and environmental needs of these communities.”
JOSH CULLEN took part in the outreach program at the San Pablo Apostol Parish in Tondo, Manila. During the event, Cullen performed tracks from his debut solo album, Lost & Found, including “No Control” and “1999,” as well as SB19’s popular hit “GENTO.” The acclaimed artist also invited the kids to join him on stage for a viral dance challenge, creating a memorable and interactive experience.
Cullen, who has shared his personal story of overcoming hardship, connected deeply with the children in these communities, many of whom face similar challenges. In his speech, he spoke about his humble beginnings and encouraged the audience to persist in the face of adversity, reminding them that their dreams are within reach. At the end of the event, he joined volunteers from Reach Out and Feed Philippines Inc. to distribute gifts to the children who participated in the party games.
“Collaborating with JOSH CULLEN brought a relatable and inspiring figure to both our team and the young beneficiaries,” Cabigon shares. “His visit to Tondo, where many children have parents who are incarcerated or make a living through scavenging, offered them a powerful example of hope and resilience. By connecting with the kids, JOSH CULLEN reminded them that, despite their current circumstances, they too have the potential to achieve their dreams with hard work and determination.”
For JOSH CULLEN, the opportunity to support a cause close to his heart is deeply fulfilling. “Being involved in causes that reflect my values keeps my work authentic,” he admits. “This experience has shown me how even small collective efforts can lead to real, meaningful change. I’m grateful to be part of a campaign that not only provides support but also brings joy to the community.”
The 37th Awit Awards winner for Best Music Video (“Wild Tonight”) also believes that music and the arts have a unique ability to inspire social change. “Music connects people, builds empathy, and provides a platform for voices that may otherwise go unheard,” he explains. “In local communities, the arts can create a sense of belonging, strengthen bonds, and spark positive change.”
This partnership between Sony Music Entertainment Philippines, JOSH CULLEN, and Reach Out and Feed Philippines Inc. represents a significant step toward improving the lives of children in underserved areas, offering both immediate assistance and long-term solutions to the challenges they face. Through this initiative, the partners aim to inspire hope, promote resilience, and provide a brighter future for the next generation.
