From South to North: Artists Flock to Baguio City’s Nine Degrees North

Nothing can stop artists from the Metro from experiencing the “Live at The Cozy Cove” in Baguio City—not even the nine-degree temperature. This intimate gig series allows them to perform live and record with high-caliber production, thus boosting their visibility. Thanks to Nine Degrees North (NDN), viewers can enjoy these performances from the comfort of their homes, as if they are sitting in the front row.

So, what makes this movement worth a five-hour drive? Let us find out.

What is Nine Degrees North?

Working behind the scenes, Nine Degrees North (NDN) is a label and production team residing in the country’s Summer Capital. Since launching their YouTube channel in 2022, they began the “Live at The Cozy Cove” series, which initiates support for Original Pilipino Music (OPM) by promoting established and up-and-coming independent artists online. 

The man behind it all is the Chief Executive Officer, President, and Label Head, Shadiel Chan, an award-winning music producer. In a recent interview with Billboard Philippines Volumes, he revealed that initially independent, NDN became exclusively distributed by Warner Music Philippines the same year it was set in motion through his first major client, Keiko Necesario.

Moreover, NDN actively posts call-to-actions to pre-save new singles on Spotify and Apple Music, a campaign to uplift local music. For instance, Magiliw Streets’ song, Buhay, is publicized in all their handles.

Community and Movement

Indeed, Shadiel’s mission is clear: “I want to change the system and how artists are being treated, not turning them into slaves; but instead giving them the compensation they truly deserve- that’s my dream and my goal,” he expresses in a blog post by Grace Fondevilla. His commitment is paying artists better, respecting their craft, and providing them with the resources they need to thrive. Consequently, he ensures that every artist knows exactly what they are signing up for. 

In addition, the label head and his team built a thriving community centered on fostering a network of underrated musicians extending outside Cordillera. Today, NDN has a robust following of 463 thousand subscribers, with one of their standout videos, “Uhaw” by Dilaw, racking up 13 million views. 

The Impact of Baguio’s Music Scene on Emerging Artists

Scroll up and down, then refresh your social media feeds, and you will notice that the locals of the City of Pines publish most content starring music. Is it mere clout or the appreciation for artistry? With Nine Degrees North at the upper hand, gaining recognition is not just about the numbers—it is about the impact.

Artists’ Exposure and Viewership

Do you want to wake up topping the mainstream list? Try busking on Session Road on a Sunday. Gauge around, and you will find people holding their phones, flashing a smile as you strum the guitar strings. 

For instance, TONEEJAY, a solo artist with limited resources for music promotion, becomes famous when he sings  Bawat Piyesa and 711 in Upper Session. His online presence was further developed by performing on a gig by Nine Degrees North. Folks value live performances and actively participate in them because gatekeeping is a word never heard in Cozy Cove. Fans’ enthusiasm for sharing music-related posts online often turns underrated into potential viral sensations.

Enhances Creative Expression

Soul searching? Experimenting? Baguio is a melting pot of genres and influences. Artists are encouraged to break free from conformity and embrace the unconventional at Nine Degrees North. 

“It’s just adding on the spice to their already great skills,” says Shadiel to Bret Jackson when asked what he does with the bands he works with. Whether alternative rock, a mix of jazz and indie, or psychedelic, the authenticity of artists matters. They can seek their sound and distinctive skills in their music; NDN is just a guide for expressing them.

Builds Networking Opportunities

At Nine Degrees North, the art of networking is in the next level. One of the primary ways it facilitates collaboration is through its “Live at The Cozy Cove” video series. This setting allows artists to form meaningful connections, often leading to future partnerships. Take the friendship between Cup of Joe and Dionela. They are now performing together outside Baguio after a match made in Cozy Cove.

Additionally, Nine Degrees North keeps the conversation flowing on social media by offering multiple channels for people to communicate, making it easier to connect with the broader community.

Supports Local Music Culture

Stereotypes are still evident within creative people, but Baguio begs to differ. As the first ever declared Creative City by UNESCO, the local government put effort into making the town a breather for artists. It contrasts the pressure-driven deadlines and confining standards ever to exist. Nine Degrees North embodies this value by helping Filipino artists to perform and gain recognition without the limits of market demands. Anyone can flourish at their own pace without fearing being overshadowed by mainstream trends—self-expression is valued more than commercial success.

Live at The Cozy Cove: Artists’ Highlights

Turning up the volume on OPM like never before, here are some artists from the South who will let you grab your headphones, close your eyes, and sink into a warm blanket. Have the coziest feeling with “Live at The Cozy Cove” sessions. 

James Reid brings back ‘Randomantic’

James Reid reintroduced his track ‘Randomantic’ last July 6 from his album Reid Alert in 2015. It has a slower tempo, and different arrangements, bringing a fresh, reflective mood to the song. This reimagined takes praise from listeners, and the updated production emphasizes his signature smooth vocals with an instrumental backing.

The Cozy Cove, serenaded by TJ Monterde

TJ Monterde showcased his hit song ‘Palagi,’ gaining significant traction on streaming platforms that amasses over 69 million streams on Spotify and over 5 million monthly listeners. His music was initially written to reassure his wife, KZ Tandingan. 

The Ridleys performing in Baguio for the first time

Composing of Benny Manaligod (Vocalist), Jan De Vera (Lead Guitarist), Joric Canlas (Bassist), and Bryant Ayes (Drummer), the alternative-folk and Manila-based band The Ridleys set their feet on The Cozy Cove last year. Their Aphrodite performance reached 2.6 million views, a huge milestone for them. 

Climb Higher: How to Connect with Nine Degrees North

If you are tired of labels that do not get “it,” Nine Degrees North is where you need to be. OPM Artists from the South are climbing mountains to perform at The Cozy Cove because NDN is reinventing what it means to put on a show. They’re taking the stress out of performing with high-quality production, fair artist compensation, and a supportive team.

As a movement, their gigs become a support system in ways most productions do not—a community to climb higher with. They elevate post-production edits into something that can give more exposure and cater to the artists’ identity. Everything is up to you. 

Reach out by emailing NDN and staying in the loop about upcoming events through their social media accounts. Whether you are an artist itching to hit the stage or an OPM fan looking to discover new sounds, Nine Degrees North is your ticket to a whole new gig experience.