There’s no standard in the world that can measure kindness and sincerity, but one can witness them through another’s actions and consistency.
A search for the philanthropy of Filipino American rapper Apl.de.Ap yields numerous accounts of his efforts to give back to his countrymen. One of his latest projects involves volunteering to write a new Christmas song—“It’s That Time of Year”—to benefit the Sisters of Mary Schools (SMS) in Silang, Cavite, and campaigning for it.
“The purpose of this song is to spread joy during the holidays,” he told Lifestyle. “Through the streams, it will continuously earn revenue every year.”
Part of the song’s proceeds will support scholars of SMS, including those in the campuses called Boystown and Girlstown. The amount raised will cover the students’ education, meals, and accommodation.
The Grammy Award-winning singer addressed a crowd at the Alabang Town Center on Dec. 7, sharing how the song came to life. It was also the first time he had heard the song performed live by the Girlstown Bell Ringers and Choir. He said, “Back in April, I got to visit the Sisters of Mary Schools and met some amazing ladies with beautiful voices and left very inspired. Recently we collaborated on a song for the most festive time of the year.”
Carlos “Charlie” Rufino, president of Fr. Al’s Children Foundation Inc. (Facfi), which assists SMS’s programs, revealed that the idea to visit SMS in Silang, Cavite, came from Apl.de.Ap himself. His interest was conveyed through Audie Vergara, executive director of the Apl.de.Ap Foundation, after meeting Rufino at an event. Vergara said that Apl.de.Ap wanted to perform for the thousands of young people on his visit.
“I said, why don’t we also prepare a number? Instead of him singing to us, we will sing for him,” Rufino told Lifestyle.
This led to the Girlstown Choir surprising Apl.de.Ap with their rendition of “Where is the Love?” by the Black Eyed Peas, the rapper’s band. Rufino added that three young rappers also performed freestyle in front of the artist.
Weeks later, Apl.de.Ap reached out again—this time with an offer to write a Christmas song that would generate income for SMS for years to come. Naturally, SMS agreed.
Apl.de.Ap immediately got to work, starting by reaching out to Grammy Award-winning producer and songwriter Keith Harris to collaborate on the project. According to Apl.de.Ap, Harris didn’t hesitate and quickly joined the effort. They also brought in songwriter/producer David “dq” Quiñones and Grammy-nominated songwriter/producer Johnny Black to create a sound that Apl.de.Ap describes as “classic and warm,” perfect for the holidays.
Collaborators
They say like attracts like, and the song’s collaborators viewed this project as an opportunity for themselves rather than simply an act of giving. Harris posted on Instagram about the most “heartwarming surprise” of his music career—a video of 3,000 SMS students performing “It’s That Time of Year” for them.
This is the magic of the season: creating memories and sharing blessings. Apl.de.Ap shared some of his favorite Paskong Pinoy moments with Lifestyle.
“I remember going to Simbang Gabi with my mom, and then we would eat puto bumbong and bibingka afterwards,” said the artist, born Allan Pineda Lindo.
He continues to create fond Christmas memories in the Philippines. One Christmas, he and his mom prepared meals for their neighbors in Pampanga during the holiday season.
This is what makes the song different. It is not just about feeding people one time and moving on from them. The song will provide continuous income for the school for generations to come. Apl.de.Ap hinted at plans to collaborate with other artists to promote the song, mentioning fellow “The Voice” judges Sarah Geronimo and Lea Salonga as potential partners.
Girlstown Bell Ringers —ALABANG TOWN CENTER
Streaming is the best way to show support. It can be embedded into platform reels and short videos. YouTube plays will also help generate income for the song. One Down media on YouTube released a video showcasing the students’ performance of the song when Harris and Quiñones recorded it.