From a bedroom producer to the co-founder of FlipMusic Productions, Julius James “Bojam” de Belen has built his career on creativity, collaboration, and a passion for original Filipino music.
Since starting his musical journey in 2006, Bojam has helped champion contemporary OPM, working across genres while encouraging artists to discover their authentic sound. From hearing his production on commercial radio for the first time to contributing to the evolving P-Pop scene, his journey reflects the power of taking creative risks and believing in Filipino artistry.
In this edition of City Stories: Masters Edition, Bojam shares his experiences as a songwriter and producer, his vision for the future of OPM, and valuable lessons for aspiring Filipino musicians navigating the industry.
Discover the stories, insights, and passion behind the music with Bojam.
Can you tell us about your journey into music production and what inspired you to establish FlipMusic Productions?
I started out as a bedroom producer in 2006, just making music with my friends. We tried taking the traditional indie route and submitted demos to different record labels, but we never got any callbacks.
Before we released our first track, my co-founder, Pow Chavez, and I decided to call what we were doing FlipMusic. The idea was to “flip” OPM. At the time, there was a long-dominant trend of covers and revivals, and we wanted to create and champion original, contemporary Filipino music that could reach a mainstream audience.
In 2009, instead of continuing to wait for a record label to pick us up, we decided to release our music online for free, initially sharing it exclusively with around 500 friends in a Facebook group. What happened next was completely unexpected. It spread exponentially—500 became 1,000, then 10,000, then 100,000.
That was really the beginning of FlipMusic. What started as a few friends making music in a bedroom eventually grew into FlipMusic Productions.
Looking back at your career, what has been the most defining moment for you as a songwriter and producer?
For me, one of the most defining moments was hearing one of our songs on the radio for the first time. That song was “Fly Away” by Blaze N Kane.
We all came from the underground scene, so getting a song on commercial radio felt almost impossible at the time. Wave 891 was instrumental in changing that. They really believed in homegrown and independent artists and gave underground musicians a platform when very few radio stations were doing so.
After “Fly Away,” things started moving quickly. It became a barrage of tracks from different artists whose songs I had worked on, and suddenly, I was hearing my productions regularly on the radio.
Eventually, when Wave 891 held their awards, they recognized me as Producer of the Year, largely because of the number of tracks I had produced that were consistently part of their daily playlists.
That whole experience was surreal because it felt like the underground scene we came from was finally being heard by a much bigger audience.
How has your creative process evolved over the years?
The creative process has always been pretty much the same for me since I started. I’ve always believed in collaboration and working with different kinds of songwriters.
I’m always open to sharing songwriting credits because everyone brings something different to the table. I get to share what I’ve learned as a producer, but at the same time, I also learn from the people I work with.
Every collaboration brings a different perspective, and that’s what makes the creative process exciting. For me, collaboration is really key—it’s how we grow and make better music.
What usually comes first when you’re writing a song—the melody, lyrics, rhythm, or concept?
There’s really no fixed formula for me. Sometimes it starts with a melody or a hook, sometimes with a concept or even just a rhythm.
It really depends on the song and who I’m working with. I try not to force the process—once you have an idea that inspires you, you just build from there.
How do you balance creating music that is commercially successful while staying true to your artistic vision?
I’ve always tried to make music that genuinely interests me, especially when I’m challenged to do something I haven’t done before. Emerging genres and new sounds really inspire me because they push me to explore ideas and approaches that I haven’t tread on before.
I think staying curious is important. When you’re excited about what you’re creating, it naturally becomes more authentic. At the same time, I’m aware of what connects with people commercially, so I try to find that balance without simply following trends.
For me, it’s about experimenting, taking risks, and finding new ways to make something that feels fresh while still being accessible.
You’ve worked with a wide range of artists and genres. How do you adapt your production style to fit each artist’s identity?
It really depends on how explorative the artist is. I’m an explorative producer by nature, so I’m always open to experimenting, trying new sounds, and pushing creative boundaries when the artist is willing to go there with me.
My approach is never to impose a certain sound on an artist. I want to understand who they are, what they want to say, and what makes them unique, then find ways to bring that out through the production. For me, the best productions are those that stay true to the artist while still allowing us to discover something new together.
As one of the producers behind several P-pop hits, how do you see the genre evolving over the next few years?
I see P-Pop becoming more and more Pinoy-centric in the next few years. As the biggest acts continue to reach global audiences, I think they’ll still retain a strong sense of Filipino identity.
At the end of the day, the music is primarily created for a Filipino audience first, and that authenticity is what will make P-Pop stand out internationally.
I think the more we embrace our own sounds, stories, language, and culture, the more interesting P-Pop becomes to the rest of the world.
What do you believe makes a song memorable and able to connect with listeners?
I believe it’s our own stories as Filipinos that make a song truly memorable. It can be challenging to put out music in our own language, especially when there’s pressure to make it more universally accessible, but I believe music transcends language.
When a song comes from a genuine place and tells a story that people can relate to, the emotion can still come through regardless of the language. For me, authenticity is what makes a song connect and stay with people.
Can you share the story behind one song that holds a special place in your heart and why it means so much to you?
“Baduy” is one of those songs that holds a special place in my heart because it came from a very specific intention: we wanted to introduce our own sound and let it stand out in a pop landscape that was heavily influenced by Western music.
We wanted to embrace something distinctly Filipino without being afraid of how it might be perceived. “Baduy” was really about having the confidence to be different, to experiment, and to create something that felt like our own. That’s what makes the song special to me.
Official MV Here
Collaboration is a big part of music production. What qualities do you value most when working with artists and fellow songwriters?
First is enthusiasm—the willingness and excitement to write and create. I believe that when someone is genuinely driven by enthusiasm, they naturally come up with more inspired ideas and are more willing to explore possibilities.
Second is the willingness to share. Collaboration works best when everyone is comfortable sharing ideas, experiences, and even mistakes without being too protective of their own contributions.
A great song can come from the smallest idea, and you never know who in the room will bring that idea to life. For me, the best collaborations happen when everyone is open, generous, and genuinely invested in making the song better.
How do you encourage artists to discover and express their authentic musical identity?
I tell artists to stop pretending they’re this artist or that artist. Instead, I ask them to imagine themselves performing in their own headlined concert.
What would they want to sing? What would they want the audience to hear? What kind of artist do they see themselves becoming?
I think that mindset helps remove the pressure of trying to sound like someone else. Once you start creating from your own perspective and experiences, your identity naturally starts to come through.
My job as a producer is to help them discover and bring that out, rather than trying to turn them into someone they’re not.
Technology has changed the way music is created. How has it influenced your workflow in the studio?
Technology has definitely changed the way we make music and has made production faster and more accessible. But I still believe that the heart of music will always come from people.
No matter how advanced technology becomes, it is still built around patterns, models, and ideas that originated from human-made music. A machine can generate possibilities, but it doesn’t live the experiences behind a song—the relationships, struggles, memories, emotions, and culture that give it meaning.
For me, technology will continue to evolve, but music will always need that human element. The most interesting ideas come from experiences that can’t simply be programmed or replicated, and that’s what gives a song its soul.
What are some of the biggest challenges you’ve faced as a producer, and how did you overcome them?
One of the biggest challenges as a producer is dealing with the long, dull gaps between songs—those periods when things aren’t moving as quickly as you’d like. It takes a lot of mental and emotional fortitude to stay motivated and keep working through those phases.
You also have to accept that not everything you make will be a surefire hit with an audience. That’s part of the process. You can put your heart into a song and it may not connect the way you expected, but that doesn’t mean the experience was wasted. You learn, move forward, and keep creating until the next opportunity comes.
What advice would you give to aspiring Filipino songwriters and producers who dream of building a career in the music industry?
Learn the business side of the industry. Being good at writing or producing is only one part of building a sustainable career. Understand publishing, royalties, contracts, credits, and how the industry actually works.
Learn how to collaborate. Music is rarely created in isolation, and knowing how to work with artists, songwriters, and other producers can open doors and make you better at what you do.
Learn how to promote yourself and your music. Making a great song is one thing; knowing how to get it heard and finding the right audience is another skill entirely.
And most importantly, learn how to secure your songs. Understand your rights, protect your work, and make sure your credits and ownership are properly documented. Talent is important, but knowing how to protect, promote, and build a career around that talent is just as important.
How important is storytelling in your songwriting, and where do you usually draw inspiration from?
Storytelling is a big part of my songwriting process. Even when a song starts with just a melody, hook, or concept, I usually try to find the story or emotion behind it. Once I understand what the song is trying to say, the lyrics, melody, and production start to take shape around that idea.
The story doesn’t always have to come from my own experience. It can come from conversations, observations, relationships, or even a simple situation that sparks an idea. For me, having a story gives the song a sense of purpose and makes it easier to connect all the creative elements together.
Is there a particular artist or genre you would love to explore in future collaborations?
I’m open to exploring any genre, as long as it challenges me and inspires me creatively. I’m always interested in working outside my comfort zone and discovering sounds and approaches that I haven’t explored before. For me, the most exciting collaborations are the ones that make me curious and push me to try something new.
What role do you think producers play in shaping the future of Original Pilipino Music (OPM)?
I think producers play an important role in keeping OPM authentic while allowing it to evolve. We have the responsibility to help artists find and strengthen their own sound rather than simply following whatever is popular at the moment.
At the same time, we should be open to new influences, sounds, and technology without losing what makes Filipino music uniquely ours. For me, the future of OPM is about moving forward while still knowing where the music comes from.
Looking back, is there anything you would tell your younger self when you were just starting your career?
I’d tell my younger self to make sure you work with people who reciprocate your passion and value your contribution fairly. Passion is important, but so is knowing your worth and surrounding yourself with people who respect the time, effort, and creativity you bring to the table.
You don’t have to say yes to every opportunity. The right collaborations are the ones where everyone is equally invested, respects each other, and genuinely wants to make something great together.
Are there any exciting projects or collaborations that fans can look forward to in the near future?
Of course! There are more albums and collaborations in the works, but I can’t say whose just yet. 😉
Let’s just say there’s definitely more music coming, and hopefully a few surprises along the way.
Finally, what message would you like to share with aspiring musicians and everyone who continues to support Filipino music?
To the aspiring musicians out there, I was once in your position too. I started with very little, just making music because I loved doing it, and I never imagined where it would eventually take me. So my advice is simple: keep making music, keep learning, and don’t be afraid to take a different path.
You’ll have slow periods, setbacks, and songs that don’t work out—but just keep going.
And to everyone who continues to support Filipino music, thank you. Every stream, every ticket, every share, and every time you choose to listen to an OPM song means something to us. You’re part of why we keep creating and pushing Filipino music forward.
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