apl.de.ap's smart move

MANILA, Philippines - His numerous music projects and advocacy work often bring apl.de.ap away from his colleagues and loved ones, but the Fil-Am member of The Black Eyed Peas stays connected with the important people in his life, thanks to technology.

“The Internet allows me to make musical collaborations with producers when we are in different places. It also helps me keep in touch with my family and friends. I get to share with them what I have been doing even when we are miles apart,” the newest ambassador of Smart Communications, Inc. said.

“It is also very helpful in terms of getting feedback from the music audience. Feedback helps me improve my work,” he added.

apl.de.ap shared that he is quite active on Twitter and Facebook, often posting home videos of himself whipping up a dish, as well as pictures of his trips to the Philippines.

During his most recent visit to the country, the artist dropped by the Smart headquarters in Makati City to express his gratitude for the support he has been getting as the company’s newest endorser.

“I thank you all for your support,” apl.de.ap told Smart employees who went in droves to the Smart Tower’s main lobby to see him in person. “I am honored to be part of the Smart family. I support Filipino products, and I am really excited to represent such a prestigious Filipino brand,” he said.

apl.de.ap noted that as in the case of Smart — whose telecommunications services have expanded to include Internet, wireless broadband and mobile commerce services — innovation is an important factor in his success. “It’s always good to think outside the box and to push the envelope,” he said.

Smart Chief Wireless advisor Orlando Vea said apl.de.ap is a perfect Smart ambassador because of his passion for excellence and service.

With EVP and Wireless Consumer Division head Noel Lorenzana (left) and Chief Wireless advisor Orlando Vea

“apl.de.ap has shown what the Filipino can accomplish in the international arena with talent and hard work. Also remarkable is his pride in being Filipino, and his desire to give back to his home country. Smart is proud to have him onboard,” Vea said.

Smart and apl.de.ap have already partnered for the latter’s We Can Do Anything campaign, which seeks to raise funds here and abroad to build classrooms for poor Filipino students. After his visit to Smart, apl.de.ap headed to Cagayan de Oro to oversee the construction of classrooms in the disaster-stricken area.

“We intend to build eight classrooms there to help Cagayan de Oro recover from the devastating effects of Tropical Storm Sendong which hit the city late last year,” he said.

Through the PLDT-Smart Foundation, Smart produced apl.de.ap’s advocacy single and music video We Can Be Anything to help gather support for the cause and inspire the Filipino youth. Meanwhile, apl.de.ap wrote a song titled Callin’ for Smart.