Nikki Jurado

Why EI chose Nikki Jurado 

In the midst of the hype of foreign acts and celebrities, Everyday idealists was glad to have met Nikki Jurado, a passionate supporter of OPM (Original Pinoy Music). Nikki is an AB Communications senior at the Ateneo de Manila University. Currently, she works as part of the COA Executive Board as the Chief of Staff. With her love for music, she is also part of aMp (Ateneo Musician’s Pool), and volunteers for Musmos and Yabang Pinoy. Nikki Jurado exudes Filipino pride and believes in promoting this through music.

Music lover by heart and by blood

Our Everyday Idealist begins the interview by saying this with conviction: “I fight for Original Pinoy Music.”

Nikki grew up in a family of lawyers and musicians. At an early age, she was taught how to play musical instruments, particularly the piano at age 4. “Parang minsan nga iniisip ko, mas nauna pa ako nagbasa ng musical scores than actual letters”, Nikki admits. She was trained to be an orchestra pianist, but as she grew up, she realized greater interest in playing the drums and guitar. Because of this, it served as her motivation for forming and performing in bands.

“That’s why I got into a band, formed a band, pero nadisband, ganiyan…” After the disbandment, Nikki moved on to discovering new opportunities, but still in the field of music. She tried music photography. However, it was this experience that made her realize something; which later on became the turning point of her OPM life. “Nainlove ako with music photography and that’s when I realized, nauubos na yung mga kinukuha kong mga bands like Sugarfree, Rivermaya, Bamboo. And there’s a possibility of OPM dying or yun nga, and ayoko ‘yun mangyari.”

Save OPM

Nikki is the pioneer of the Twitter account “@saveOPM”, a campaign for OPM bloggers and bands to keep the Pinoy music industry alive. The account serves as an avenue where these musicians can share and promote their videos, gigs, and albums, among others.

Only on its 7th month, Nikki accepts that building the fanbase of the account still has a long way to go. However, with the support of famous Pinoy musicians, the campaign foresees a bright future ahead. Performers such as Ebe Dancel of Sugarfee, Apo Hiking Society, Sarah Geronimo and Yeng Constantino, to name a few, have been following the account and promoting it as well. To date, @saveOPM has secured more than 700 followers.

Nikki doesn’t stop in the online world. Aside from this, she also organizes free gigs for OPM artists every two months. No profit is gained from the shows, and thus, it serves as a free avenue for both up and coming and established music artists to promote their craft. They tie up with designers like Team Manila and other big names, to bring in followers. “Ang hirap, super hirap, kasi ayun nga ang targeted ng audience e, pero kaya pa, keri pa.”

No hate, just love 

If you think @saveOPM is all about rejecting foreign music and hiding inside the OPM nutshell, then Nikki says you are wrong. She, herself, listens to foreign acts as well. However, what Nikki wants to impart is that OPM, Pinoy Music, is part of our identity. For her, losing the Pinoy music industry is like losing our identity and reduces us to merely foreign listeners. “Di naman niya sinasabi na yun nga, huwag kang makinig sa iba, sinasabi lang niya na wag mong walain ang sariling sa iyo.”

Nikki belives in the huge potential that OPM artists have to offer to the music industry, and that we should not just let this pass. “Parang love lang yan, huwag mo ngang bitawan na sa’yo na nga e.”