Tanduay First Five Brings Generations Together Through OPM in Visayas and Mindanao
Multi-city concert tour draws packed crowds in Iloilo, Cebu, and Davao, combining iconic OPM acts with today’s popular artists
MANILA, Philippines — Music has a way of crossing generations, and Tanduay First Five proved that once again as thousands of fans gathered across the Visayas and Mindanao for a multi-city concert series featuring a mix of established OPM rock acts and contemporary hit-makers.
From Iloilo to Cebu and Davao, the concerts brought together millennials, Gen Z audiences, and longtime OPM fans for live performances that celebrated Filipino music, collaboration, and community.
The tour featured a combination of new-generation artists and veteran bands, creating a concert experience designed to appeal to different generations of Filipino music fans.
“This year’s Tanduay First Five is different in many ways from the previous ones we staged as we brought together new gen and old school bands and artists who collaborated live onstage. It attracted audiences of all ages, from millennials to Gen Z, and turned out to be one of the most memorable concert tours in the Visayas and Mindanao,” said Edzel Ty, Digital Brand Manager of Tanduay.
Where Were the Tanduay First Five Concerts Held?
The 2025 Tanduay First Five tour made stops in three major cities in the Visayas and Mindanao, with all venues reporting strong audience turnout.
Concertgoers filled the Grand Capital Mall Open Grounds in Iloilo, the SM Seaside City Cebu Concert Grounds, and the Davao Crocodile Park & Zoo.
The strong attendance highlighted the continuing popularity of live OPM performances outside Metro Manila and demonstrated the ability of music events to bring diverse audiences together in regional communities.
Which Artists Performed at Tanduay First Five?
One of the most talked-about performances took place in Davao, where hip-hop artists Skusta Clee and Flow G shared the stage with established rock bands Kamikazee and Parokya ni Edgar.
The combination brought together different eras and styles of Filipino popular music, giving fans an opportunity to experience contemporary hip-hop alongside some of the country’s most recognizable OPM rock acts.
Other legs of the tour featured popular performers Zack Tabudlo and December Avenue, whose songs prompted enthusiastic sing-alongs from audiences.
The lineup underscored one of the defining elements of Tanduay First Five: bringing artists with different musical backgrounds and generations together in a single live experience.
Why Did Tanduay Launch First Five?
For Tanduay, the concert series was more than an entertainment event. It was positioned as an opportunity to create shared experiences among customers and Filipino music fans.
“Tanduay First Five reflects Tanduay’s commitment to being part of moments that foster creativity, self-expression, and lasting memories. We support spaces where people could connect and celebrate shared experiences,” Ty said.
He added that the event’s success was made possible by the continuing support of Tanduay customers and fans of OPM artists.
The multi-city format also allowed the brand to bring its entertainment platform closer to audiences outside the country’s capital.
What Was the Audience Reaction?
The response from concertgoers appears to have extended beyond the event venues themselves.
According to Ty, one of the most common questions appearing on the brand’s social media channels was whether another Tanduay First Five concert would be staged.
“When and where is the next TFF concert? This is the most common feedback we received on our social media pages along with some people requesting to have the Tanduay First Five in their own cities,” Ty shared.
The feedback suggests that the concept resonated with audiences who want more large-scale music events featuring both established and emerging Filipino artists in their respective cities.
Although the tour was initially conceived as a one-time event, Ty hinted that another edition could potentially happen the following year.
For 2026, meanwhile, Tanduay fans can also look forward to the announcement of the brand’s new Tanduay Calendar Girl, which is expected toward the end of the year.
Tanduay First Five as a Celebration of Loyal Customers
The concert series also served as a way for Tanduay to recognize the customers who have supported the brand throughout its long history.
“Tanduay wouldn’t be where it is at today without the support of all our loyal customers. We have been in the industry for more than one hundred years and continue to craft spirits that best represent our country and our heritage because of you,” Ty said.
That connection between the brand, Filipino culture, and its customer base remains central to Tanduay’s approach to experiential marketing.
By bringing music, artists, and communities together, Tanduay First Five provided a platform for audiences to celebrate OPM while creating experiences that could be shared across generations.
What Comes Next for Tanduay First Five?
With packed venues in Iloilo, Cebu, and Davao, strong social media feedback, and calls from fans for additional city stops, Tanduay First Five has established a concept that bridges generations through Filipino music.
Whether another edition will take place remains to be announced, but the audience response has already provided a clear message: Filipinos continue to value opportunities to experience their favorite OPM artists live—and they want those experiences to reach more communities across the country.
For updates, fans can follow Tanduay’s official social media channels. Tanduay products are available through its official e-commerce platform, Shots.ph, as well as leading liquor stores and supermarkets nationwide.
via Foodie PH
