Sony Music Philippines signs rap phenom Alex Bruce

Alex Bruce

Alex Bruce

It is not difficult to figure out how Alex Bruce, 12, managed to rise above the ranks of young hip-hop prodigies who have tried and failed to make an impact in the local music industry. Her range and versatility as a performer easily catapulted her among the promising greats, thanks to the viral success of her performances online.

In fact, the rap music phenom has already reached more than a million views on her guesting at Wish 107.5 Bus in 2018. With the commanding presence and swagger of a pro, she busted rhymes on “Mind as a Weapon.”

Born and raised in a family of musicians with R&B, hip-hop and rock music background, Bruce started mimicking songs at the age of 4. The young performer instantly became interested in writing her own material, experimenting with homemade demos on her free time.

Bruce learned how to make use of her voice as a platform to inspire other people with the guidance of her dad, a musician who once played for a rap-core band. Her growing online portfolio soon landed her with several gig opportunities, including a joint performance with established Filipino-American rapper and songwriter Ruby Ibarra on “Game Up” during one of the latter’s highly anticipated homecoming tour in Manila, Philippines a much-buzzed rap battle with Princess Thea at the Sunugan event, which racked up more than 500,000 views and a solo spot at PBA’s Halftime show.

At present, Bruce signed under Sony Music Philippines, and working on her debut album to be released soon. “Pull It Off,” her first official single, has earned rave reviews for its empowering message, has placed as high as number 3 on Wave 89.1’s Hot 8 @ 8 edition, and has proven to be a vital presence on several hip-hop playists on Spotify and Apple Music.

With headlines such as “This 12-year-old rapper will blow your mind”, there is no stopping Bruce from getting her big break. She said, “There’s a sense of fulfillment in entertaining and inspiring my audience through music.”

“For now, I am with Sony and I look forward to all the amazing opportunities they are supporting me with,” the teenage rapper continued. Watch her perform “Mind as a Weapon” live here:

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