MANILA, Philippines—“Ang sarap ng amoy” (“smells good”), blurted apl.de.ap moments after his arrival at a press conference Thursday in Sofitel Philippine Plaza.

The 34-year-old Fil-American musician—a rock star by global standards, being a co-founding member of the Grammy-winning hip-hop group Black Eyed Peas—was in town to distribute donations for victims of the recent floods and to formally announce his search for new talents who could follow in his footsteps.

He joined other artists in a benefit show Thursday night at SM North Edsa. He said he’ll be back for another fundraiser, a bigger one, on Nov. 27.

“Thank God everyone at home in Pampanga is safe,” apl (Allan Pineda Lindo) said, adding that his Filipina mother still tends to her rice field near the family home in Barangay Sapang Bato.

But he also knows there’s so much suffering here right now, which is why he came over, even for just one day. Apl, accompanied by his manager, Suzanne Toro, brought some good news that would surely cheer up many young, aspiring musicians.

Record label

“Jeepney Music is for anyone who deserves a break,” said apl, referring to his newly formed record label which aims to discover unsigned local talents—not only rappers, but also those making their mark on various branches of the rock ‘n’ roll tree, including solo acts and DJs.

Apl’s plans, anchored on the vision of giving back to his native land, have been boosted and gotten wide media mileage by way of the Department of Tourism and MTV Asia. DOT Secretary Joseph “Ace” Durano, whom apl personally approached two years ago with an offer to help promote the country with music videos, understood the power of music and TV in attracting tourists.

‘Byaheng Pinoy’

As a result, apl became Philippine tourism’s new poster boy in a music video called “Take U to the Philippines,” which apl recorded and produced for free. It is the heart and soul of the DOT’s new “Byaheng Pinoy” campaign, which was premiered worldwide by MTV Asia recently.

The music channel came on board as a partner in the DOT campaign, as well as in apl’s search for talents. It has opened a website, MTV Emerge (mtvemerge.com), through which unsigned acts may upload songs and videos. Initially, seven of the best artists will sign a one-year record deal with Jeepney Music.

At the press con, apl told the Inquirer that his label, though essentially independent, would be open to distribution agreements with the majors in the United States.

Currently, Jeepney Music has in its roster a number of Fil-Am DJs who are part of the Black Eyed Peas touring act.

“I was fortunate enough to be given the chance to go to the US and start a new life,” apl recounted, “and that is what drives me to give back every chance I get.”

Apl first came to the US at age 11 for treatment of nystagmus, an involuntary movement of the eyes. It was the Pearl S. Buck Foundation, an organization that finds healthier living environments for young abandoned or orphaned Amerasian children, who matched apl with a sponsor named Joe Ben Hudgens.

Meeting will.i.am

On a visit to Disneyland, apl expressed his interest in staying in the US. Three years later he moved in permanently with Hudgens.

In Los Angeles, he attended John Marshall High School where he met will.i.am, the nephew of Hudgens’ roommate and soon the leader and chief songwriter of the Black Eyed Peas.

Apl said that it was will.i.am who encouraged him to write his own songs. The result was “The Apl Song”—a track which appeared on the Peas’ first commercially successful album, 2003’s “Elephunk.” The song was notable for apl’s reminiscence of growing up in the Philippines, incorporating the first stanza of a 1970s Pinoy folk classic which he said his mother loved to listen to, Asin’s “Balita.”

Solo album

He’s recording his solo album, and has asked the likes of another Pinoy rapper, Gloc-9, to collaborate with him.

At the press con, apl—sporting his signature Mohawk hairdo and wearing a black leather jacket, skinny black jeans and high-cut basketball shoes—looked sharp and raring to do his job for the country.

When the Inquirer asked if he still speaks Kapampangan, apl retorted: “Awa.” (Yes, of course.) He said it with a conviction that matched his desire to do all he can to help his ailing homeland.