Star Magic Head Reveals Strategic Investment That Secured BINI's Historic Coachella Slot
• Star Magic head Lauren Dyogi confirmed that BINI's Coachella slot was secured through a strategic, calculated global campaign involving international agents
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• BINI's recent world tour was intentionally treated as a crucial investment to prove the group's global drawing power, not a primary revenue-generating effort
• Dyogi explicitly denied rumors that ABS-CBN paid the Coachella organizers for BINI's historic performance slot
• The invitation was extended after successful shows in cities like Dubai and Los Angeles impressed major non-Filipino promoters such as Live Nation
In a candid interview, Star Magic head Lauren Dyogi dismantled industry speculation and unveiled the meticulous, high-stakes strategy that propelled P-Pop sensation BINI to their history-making performance at the Coachella Valley Music and Arts Festival 2026.
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Dyogi clarified that the invitation was not a fortunate accident, but a hard-earned victory resulting from a deliberate corporate vision to elevate Filipino talent onto the global stage.
Speaking on the KC After Hours podcast, Dyogi explained that the journey began with a clear mandate from the top: securing spots in major international festivals like Coachella and Lollapalooza.
To realize this ambition, ABS-CBN CEO Carlo Katigbak spearheaded a move to hire a team of non-Filipino international consultants and agents—professionals already embedded in the global music ecosystem—to guide the group's foray into the world arena.
This move shifted the focus from domestic success to demonstrating quantifiable international appeal.
The central mechanism of this strategy was BINI's inaugural BINIverse World Tour 2025. Dyogi revealed that the multi-city trek, with stops in major global hubs including Dubai, Los Angeles, and San Francisco, was viewed by management not as a short-term revenue stream, but as a critical, costly investment.
The tour required the group to sacrifice more lucrative local opportunities for a month, representing a significant financial risk for the company.
The sole, uncompromising goal was to "impress the promoters"—key decision-makers who ultimately control festival lineups.
"We needed to be able to prove that somehow we have a crowd, we have an audience," Dyogi stated, emphasizing that the size and enthusiasm of the crowds BINI drew were direct evidence used to win over promoters such as Live Nation and All Things Live.
Following the successful, crowd-drawing run of the world tour, the important international decision-makers were convinced of BINI’s undeniable global traction, resulting in the coveted invitation to the California desert festival.
The Star Magic head took the opportunity to directly address and dismiss circulating rumors that the P-Pop powerhouse had purchased their spot, a common, cynical assumption for any Asian act breaking into a major Western festival.
Dyogi firmly asserted that the speculation of ABS-CBN paying Coachella was "not true," underscoring that the invitation was based on merit and the convincing show of international fanbase support.
Despite the monumental success of the tour, Dyogi admitted a degree of personal surprise over the swift invitation.
He initially felt the team would need "two more schedules of a world tour" to build sufficient traction with key promoters.
This earlier-than-expected win underscores just how powerfully BINI’s recent global performance resonated with industry gatekeepers.
Scheduled to perform on April 10 and 17, 2026, BINI will make history as the first all-Filipino girl group to grace the Coachella stage, joining a star-studded lineup that includes global artists like Justin Bieber and Sabrina Carpenter.
This landmark achievement validates years of rigorous training and a bold, calculated strategy, marking a new, globally competitive era for Philippine pop music.
BINI is an all-girl Pinoy pop group formed by ABS-CBN Star Hunt Academy. The group is composed of Aiah, Colet, Maloi, Gwen, Stacey, Mikha, Jhoanna, and Sheena. In November 2020, they released their pre-debut single “Da Coconut Nut.”
About a month ago, BINI leader Jhoanna Robles addressed the “maarte” tag in an interview with Ogie Diaz after their People vs. Food guesting. She admitted they could be maarte but explained they spoke English abroad as a sign of respect. Jhoanna laughed off comments from netizens who joined the hate train without watching the full video. The pop star reflected that while their authentic reactions were genuine they should have been more careful and controlled when abroad.
Previously, BINI released their photo journal "Journey Through the BINIverse*, capturing their growth and struggles. Members shared symbolic “song titles” reflecting their journey, emphasizing sisterhood and memories. The group prepares for "BINIfied," their first year-end concert at the Philippine Arena on November 29. BINI members admitted criticisms affect them but said they turn negativity into motivation and strength.
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