Sony’s ULT Squad is getting another powerhouse addition. Joining Maki, KAIA, Jeremy G, A-Team, Carlos Serrano III, David Guison, Angelique Manto, and Jacqueline Jala are SB19—the Kings of P-Pop and one of the Filipino acts pushing the country’s music onto a much bigger stage.
MEGA sat down with SB19 to talk about their new partnership with Sony—and what it means to keep moving forward as Filipino music finds its place on the global stage.
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Welcome to the ULT Squad
SB19 has become a defining force in modern P-pop, building a global audience without losing sight of the Filipino audience that has been with them from the beginning.
It’s also what makes SB19 a natural addition to the Sony ULT Squad, a lineup built around the energy and intensity of live music. For the group, the partnership marks another chapter in their journey as artists, while joining a brand that shares their passion for music and the experience of hearing it.
“It feels meaningful to partner with a brand that shares the same vision and passion for music as us,” Pablo expressed.
As artists who have spent years creating, performing, and experimenting with their sound, the partnership feels like another space for SB19 to continue doing what they do best: making music that connects.
The Growth of P-Pop
Filipino music has long existed beyond the country’s borders, but the rise of P-pop has created a new generation of artists determined to take Filipino music even further. SB19 has been at the center of that movement, taking their music to international stages while building an audience that stretches far beyond the Philippines.
At home, P-pop continues to grow, with new groups entering the scene and finding their own ways to define what Filipino pop can be. For SB19, that growth comes with the hope that the artists coming next will dream even bigger.
“I hope the next generation of artists keep dreaming big,” Josh declared. It’s a simple sentiment, but one that carries the weight of SB19’s own journey. The group knows what it feels like to pursue something before there was a clear path to follow—and to have to keep going even when the destination wasn’t guaranteed.
“Filipino music deserves to be heard on the global stage. We have the edge. Don’t let anyone tell you that you don’t belong on the stage, that you can’t make a difference.”
– Josh Cullen
It’s more than an encouragement to chase international success. It’s a reminder that Filipino artists don’t need to shrink themselves to make space in the world.
P-pop is already moving forward. And if SB19’s journey has shown anything, it’s that there’s room for Filipino artists to bring their own language, stories, and identity with them wherever they go.
The Legacy of the P-Pop Kings
With SB19’s impact on P-pop, it’s easy to define their legacy through milestones—the stages they’ve performed on, the records they’ve broken, and the audiences they’ve reached.
But when the word comes up, Justin pauses.
“Legacy.” He says the word like a gift he isn’t quite sure he’s worthy of holding.
Legacy doesn’t seem to be about being remembered simply for being SB19. It’s about what their presence makes possible for the artists who come after them.
“I hope that more people discover Filipino music, more Filipino artists through us,” Justin said.
And perhaps that is the clearest way to understand SB19’s place in P-pop.
SB19 is one of the Filipino acts that helped open the door to the global stage. In one direction, they’ve shown Filipino artists that there is space for them to dream beyond the country. In the other, they’ve given international audiences another way to discover what Filipino music has to offer.
And then there’s A’TIN—the community that has helped carry that music even further. Through their dedication and growing community, SB19’s music continues to travel far beyond the stages where the group performs. And together, artist and audience have become part of a much bigger movement: one where Filipino music is taking its place on the global stage.
The Next ULT Chapter
As the newest faces of the Sony ULT Squad, SB19 will headline upcoming campaigns showcasing Sony’s ULT POWER SOUND series through exclusive content, immersive brand experiences, and fan engagements.
But for a group that has already reached stages they once could only dream of, their next chapter involved making the path wider for everyone who comes after them. And perhaps that is the legacy SB19 is most interested in leaving behind—not that they were the biggest, but that they made the dream feel possible.
Featured Image and Photos: SB19 (via Instagram), SONY PHILIPPINES
Frequently Asked Questions
Sony’s ULT Squad is a lineup of artists built around live music energy, including Maki, KAIA, Jeremy G, A-Team, Carlos Serrano III, David Guison, Angelique Manto, and Jacqueline Jala. SB19 recently joined as the newest member representing Filipino P-pop.
SB19 joined Sony’s ULT Squad because the partnership aligns with the group’s passion for music and performance. Member Pablo said it feels meaningful to partner with a brand sharing the same vision for music as SB19 itself.
P-pop is the Philippines’ pop music movement gaining international traction, with SB19 at its center. The group has performed on global stages while maintaining their Filipino audience, encouraging new P-pop artists to pursue bigger opportunities abroad.
Sony’s ULT POWER SOUND campaign features SB19 headlining exclusive content, immersive brand experiences, and fan engagements. As the newest ULT Squad members, SB19 will represent the campaign’s celebration of live music’s transformative power for fans.
SB19 hopes their legacy centers on widening the path for future Filipino artists rather than personal milestones. Member Justin expressed wanting more people to discover Filipino music and artists through SB19’s platform and global visibility.
