It has long been lampooned as futile to spend hours online, but that was before the world kept rolling rapidly toward digitization and the prominence of digital platforms. The most widely recognized social entertainment app in the Philippines, kumu, does a whole lot more than just provide a safe haven for people in search of amusement and entertainment; it also runs to perk up even the darkest lives of Filipinos by allowing them to share their narratives and passions with genuine acquaintances and awaken their souls when they are on the on the brink of despair hope.
As kumu strives to successfully expand throughout the world, countless people, particularly, but not limited to the younger generations, have nabbed its magic and are gearing up to access and ultimately, thrive on the landscape. Three rising streamers, Kelly Canoza, Lawrence Balbuena, and Algeleth Mika Pardo, took a seat with Rank Magazine to describe the beauty of stepping into the realm of streaming.
Overcoat, Proudrace. Top, Bench. Deconstructed pants, Nina Amoncio.
A rising charmed streamer-artist, Kelly Canoza, entered the streaming world on June of last year and has somehow gotten through without massive wobbles as her sisters, who had already established themselves on kumu as the Double Divine Divas, set the stage for her entry and her magnetic personality that thrust her to the forefront.
“I lived alone for a month and I had nothing to do and I had no one to talk to. So that time, I decided to go live and that was the very first day I started kumu.”
As the rest of us did when we had our first-time experiences, Canoza experienced nerves taking on the uncharted waters of streaming on the app. Showcasing her singing talents on full display, Canoza hopes of entertaining those who chance upon her streams. However, she observed that people “maybe just want someone to talk to” since they want to interact and connect with her.
Baring oneself online does not come without its perils,though, and Canoza, who is also an artist, has been able to set boundaries and ensure that her personal life and the image she has built in the visual world are kept apart. “I always make sure to keep the side of Kelly that they cannot ruin, because what they don’t know, they cannot ruin.”
As she lays the groundwork to enter the spotlight, Canoza is valuing the encouragement and support she is getting that will humble her once she arrives at the pinnacle of her endeavor in the field.
“My viewers and fandom, they are the reason naman talaga why I am still pushing through my dreams.”
Overcoat, Zara. Shirt, Proudrace. Trousers, H&M.
For Lawrence Balbuena, everything seemed to happen for a reason the exact moment he heard a kumu advertisement while watching The Filipino Channel (TFC) in Las Vegas, encouraging him to download the app and mentioning virtual gifts piqued his interest.
“I downloaded kumu and then the rest is history. Hindi ko na namamalayan na I’m spending hours and hours on the app.”
Balbuena made the decision to incorporate his content with the Philippines and the USA by introducing the dividing lines between American cultures and Filipino cultures after noticing that an increasing number of people were following him and were interested in seeing him navigate both worlds. Subsequently, he was able to establish his reputation and give him a show on kumu USA.
As things slowly return to normal, Balbuena has also had the chance to interact in person with those he has connected with in the virtual world through the app. “Marami na akong na-meet na friends through kumu.”
Quite parallel to what he is doing now, Balbuena placed a high weight on privacy before discovering streaming. Because of this, he was hesitant to speak openly as he didn’t know the people he was communicating with online and internet scams are ubiquitous. But it wasn’t until he discovered that they are great companions with genuine intentions that he felt confident enough to open up and act anyway he wanted on screen.
“We all know that kumu is a safe space for everyone and you can do everything you want na walang mangba-bash or mangbu-bully sa‘yo.”
Given the chance to host prime channels and having co-hosted Pinoy Big Brother with Melai Cantiveros and Bianca Gonzales and Game KNB? with Robi Domingo, Balbuena is undoubtedly one of the most fruitful streamers online. Despite his higher gains in his kumu journey, this is only the beginning of a new agenda drawn for his career.
“Nag-open siya ng a lot of opportunities for me. The fact that I don’t even know that I’m capable of doing it. So, I’m really really thankful to kumu for that.”
Mahal Kita top and repurposed dress, Proudrace.
Algeleth Mika Pardo entered the streaming industry in quest of chances to be selected as one of the housemates after Pinoy Big Brother held its first audition in kumu in 2020. However, the stars have appeared to be pointing in a different direction for her trajectory.
Pardo stopped using the app after her chance to snag a spot just fizzled out. When she backed a friend in a recital put on by Star Magic and kumu, her interest was piqued once more, and in April of last year, she decided to try the app—for something significant—for something that had brought her above.
In her capacity as a theater art student at the Philippine Education Theater Association (PETA) and a master class acting student at Star Magic Workshops, Pardo’s enthusiasm for acting and experiences in performing offered her the glimmer of hope to uncover the idea of producing kumu-Serye content, something that became remarkably hers. “‘Yung mga natutunan ko, doon ko na rin siya napapakita.”
Due to the fact that online streaming involves meeting new people every day, Pardo’s stream does not only feature performances as she also manages to share space and socialize directly with her audience, which they eventually do in person.
“Parang naging maluwag na. ‘Yung dating virtual lang, ngayon nagkakakitaan na kami. Iba ‘yung feeling—mas warm.”
By participating in kumu’s campaigns, co-hosting events, and even hosting the platform’s fourth anniversary, Pardo takes pride in showcasing her talent for her Mika’s Angels, and the world to see, which served as the foundation for her other successes. Rejections may have been the first to step into her universe, but despite this, she is continuing on her current momentum simply by using an online platform.
She highlights, “Iba kasi ‘yung nabibigay ni kumu eh. May mga exposure na ganon, doon ako naging happy and from opening those doors, the possibilities became very limitless.”
Made in partnership with kumu
Produced, creative and fashion direction by Leo Balante
Photography by Jerick Sanchez
Makeup by Janica Cleto
Hair by Luziya Salon
Videography by Emil Santiago
Fashion and shoot assistant: Bhernn Saenz
Shot on location at Studio LAJ