Paul 'Pooh' Lunt: The Architect of P-Pop's Global Future

Time Business News

3 days ago

COVER FEATURE: MAN BEHIND THE MOVEMENT
You may not recognize his face, but you're already feeling the shockwaves of his ambition. Paul 'Pooh' Lunt, the enigmatic cultural strategist and founder of Popolo Music Group (PMG), has long worked behind the scenes—but now, he's stepping into the frame to lead the charge for Filipino music on the global stage. Known for his uncanny instinct for talent and strategy, Lunt helped steer the global rollout of 'Gangnam Style' in its early stages. Today, he is reimagining what Filipino pop music can be.
In this rare and revealing interview, Lunt opens up about his Filipino roots, his shift from artist to executive, and why he believes PMG isn't just a label—it's a movement. One that will change the future of Asian music.
Jerry Santos: Paul, thank you for joining us. Let's start at the beginning. What's your personal connection to the Philippines?
Paul Lunt: I'm from an international family. I am a combination of Native American, Pacific Islander, Cuban, Chinese, and Yemenite ancestry, and I was born in Honolulu, Hawaii. I grew up surrounded by Filipino values—hard work, humility, and a deep love for music. My childhood was a mix of karaoke nights, home-cooked meals, and multicultural storytelling. Even as I traveled the world, that part of me never left.
Jerry: You started out as a performer. What made you step back from that path?
Paul Lunt: I loved performing, but I realized I was more interested in building stages than standing on them. I found joy in helping others shine—writing, producing, mentoring. That pivot changed everything. I got involved in business development, entertainment infrastructure, and eventually global pop strategy.
Jerry: One of those milestones was your involvement with Gangnam Style . What role did you play?
Paul Lunt: I was part of the international business and strategy team that helped position it for global release. We worked on licensing, digital rollouts, and market penetration. We leveraged the song's popularity to pair it with advertising, which made the artist happy with the publishing deal, and our lives also changed in the process. I was struggling with keeping up with the payments for the two homes I then owned. Now I own five, and they are all paid for. What I learned from that experience was clear: authenticity wins. PSY didn't chase trends—he owned his culture. That's exactly how I approach P-Pop.
Jerry: And that brings us to Popolo Music Group.
Paul Lunt: PMG is more than a label. It's a creative and cultural ecosystem for artists. We train them, protect their rights, give them global infrastructure, and let them lead their own narrative. This isn't just music—it's empowerment.
Jerry: Who are the current PMG acts?
Paul Lunt: Our first wave includes: LUNARIA , our celestial girl group blending ethereal pop and multilingual storytelling. We may change the name as there is another band fighting us.
, our celestial girl group blending ethereal pop and multilingual storytelling. We may change the name as there is another band fighting us. BOLERO BOYS , our emotionally complex boy band with strong visuals and choreography.
, our emotionally complex boy band with strong visuals and choreography. ARIA , a powerhouse female soloist with vocal depth and crossover potential.
, a powerhouse female soloist with vocal depth and crossover potential. CHIQUITA X, our experimental solo artist fusing trap with Filipino folk instrumentation.
And I'm excited to share this: our next big act, THE BOLERO BOYS, is in the final phase of development. They're going to bring modern flair to classic Filipino harmony—think old-school romance meets streetwear swagger.
Jerry: When will we hear the first official PMG release?
Paul Lunt: The rollout begins this September with Aria's debut single, followed closely by Lunaria's EP and Aria's first music video. By December, you'll hear the Bolero Boys. There is already a limited edition of the single She Can Do It All Night out there to test the market. We've been developing everything in-house—choreography, songwriting, even directing. We're making sure every release is a statement .
Jerry: PMG isn't just focused on music production. Tell us about Popolo Live.
Paul Lunt: Popolo Live is our global touring division. We don't want Filipino artists only opening for others. We also want them headlining. We've already launched our Islands Rising series in Manila, Dubai, and Europe. Next stops: Los Angeles, Doha, New York, Tokyo, and Sydney. These aren't dreams—they're being booked.
Jerry: You've expressed admiration for Viva Records. Can you talk about that?
Paul Lunt: Viva built the foundation that made everything we're doing possible. I have deep respect for Boss Vic and Vincent del Rosario. They carried OPM through decades of industry storms. If there's an opportunity to collaborate—whether that's artist mentorship or a joint cultural project—PMG is ready.
Jerry: That ties into the Sarah Geronimo rumors. Are you trying to work with her?
Paul Lunt: [Smiles] I'd be honored. Sarah is iconic. If she ever wants to create a legacy-defining piece with a new generation of talent, we would give her full creative freedom and a global platform. That would be more than a collaboration—it would be history. We wrote five songs for her and we are eager to present them to her and convince her to record them.
Jerry: Where do you see P-Pop and PMG five years from now?
Paul Lunt: P-Pop will be on the Grammy stage. PMG artists will be headlining Coachella. Filipino music will no longer be the underdog. It'll be a standard. And behind it, you'll see a community of creatives who refused to stay silent. That's the legacy I'm working toward.
Jerry: Final message to young artists out there?
Paul Lunt: Own your story. Don't copy. Don't wait for validation. Learn your craft, protect your rights, and be fearless. The world is ready for us. Let's give them something unforgettable.
TIME BUSINESS NEWS