MANILA GOES BOOM BOOM POW
In Q3 2011, the Grammy Award-winning Black Eyed Peas headlined a landmark concert at the SM Mall of Asia (MOA) Concert Grounds in Manila, Philippines. The event, brought to life by Music Management International (now has been acquired by Live Nation Philippines) and Futuretainment Inc., was amplified by a full-scale communications campaign executed by SNA Communications (formerly TPGPR). The campaign transformed the concert into a cultural milestone through red carpet media, talent marketing, branded partnerships, and strategic media outreach.
COURTESY OF PEAK RECORDS / ALL-4-ONE
LIVE IN MANILA
THEIR STORY
THE BLACK EYED PEAS TAKE THE EAST
The Black Eyed Peas are global icons in hip-hop, pop, and electronic music, with over 56 million records sold and 6 Grammy Awards. Known for electrifying performances and genre-blending sounds, the group was set to bring their world tour to Southeast Asia for the first time in a large-scale outdoor Manila venue. MMI, the Philippines’ premier concert promoter, sought to create an unforgettable concert experience while expanding its entertainment footprint internationally.
COURTESY OF MMI LIVE
THE CHALLENGE
In a saturated entertainment landscape, positioning The Black Eyed Peas Live in Manila as a must-attend, international-caliber concert required more than star power alone. While the Grammy-winning group had a massive global following, this performance held added significance—it was their farewell concert with longtime member Fergie, marking the end of an era for the band’s iconic lineup. Capturing the weight of that moment and transforming it into global momentum came with high-stakes challenges.
First, generating excitement across multiple time zones and international markets demanded a tightly coordinated media strategy. With fans in both North America and Southeast Asia, the messaging had to resonate across cultures, platforms, and demographics. At the same time, driving ticket sales meant standing out in an already competitive live events scene, where audiences were spoiled for choice.
To make matters more complex, the campaign needed to align a diverse group of stakeholders—global talent, brand sponsors, regional press, and influencers—under one unified communications vision. SNA Communications had to navigate logistical barriers, media saturation, and cultural nuance to ensure The Black Eyed Peas Live in Manila didn’t just make headlines—it made history.
THE SOLUTION
BEP PERFORMING WHERE IS THE LOVE IN MANILA
CHANNELS + SERVICES
SNA Communications took the reins on a high-impact, end-to-end communications strategy to elevate The Black Eyed Peas Live in Manila into a global entertainment moment. Working in close collaboration with Music Management International and Futuretainment Inc., SNA activated a multi-pronged campaign designed to drive international awareness, ticket sales, and cultural buzz. Here’s how it all came together:
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Communications Strategy
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Crafted messaging that positioned the concert as exclusive, globally significant, and high-energy.
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Developed and distributed localized and international press releases to amplify the narrative and secure placements in top-tier entertainment, music, and lifestyle outlets.
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Media Coverage & Experiential
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Landed coverage with major media platforms including CBS, NBC, ABC, The CW, FOX, Yahoo!, RadarOnline, Star Magazine, KFMB 100.7 Jack-FM, and more.
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Designed an immersive, red carpet-style media experience onsite, using high-impact visuals, performance highlights, and behind-the-scenes access to generate buzz.
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Talent + Influencer Engagement
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Engaged key Southeast Asian influencers and music personalities to amplify pre-show anticipation and drive social conversation.
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Integrated backstage shoutouts and real-time fan interactions from The Black Eyed Peas to deepen audience connection and encourage shareable content.
IMPACT IS IN THE NUMBERS
The campaign for The Black Eyed Peas Live in Manila was a resounding success, transforming a one-night-only concert into a global entertainment milestone—and an unforgettable farewell for Fergie. SNA Communications’ integrated strategy delivered massive exposure, record-breaking attendance, and a cultural impact that spanned continents.
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The concert sold over 50,000 tickets, drawing a packed crowd to the Mall of Asia Concert Grounds in Manila. With a robust media strategy in place, the campaign secured premium coverage across top-tier outlets including CBS, NBC, ABC, The CW, FOX, KFMB 100.7 Jack-FM, KFVE MyNetworkTV-5, Yahoo!, RadarOnline, Star Magazine, Las Vegas Review-Journal, and Music Industry Today. The story of the concert resonated far beyond the Philippines, achieving extensive media pickup across Southeast Asia and North America, and positioning the event as both a regional spectacle and a global pop culture moment.
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Through strategic press outreach, social amplification, influencer collaboration, and brand partnerships, the campaign achieved:
PERFORMANCE
125M+
80M+
1.3M+
MEDIA IMPRESSIONS
SOCIAL MEDIA IMPRESSIONS
ENGAGEMENTS
22M+
250+
50K
TRUE REACH
EARNED MEDIA
TICKETS SOLD
