Paul ‘Pooh’ Lunt and the Rise of Filipino Pop: Building Asia’s Next Music

From global licensing to launching a new creative empire in Manila, Paul Lunt quietly orchestrates a cultural movement that could redefine Asia’s music landscape.

Paul "Pooh" Lunt rarely steps into the spotlight, but his fingerprints are all over some of the last decade's most significant global music phenomena. Known for his discretion and precision, Lunt made his mark early by securing the promotion to "Gangnam Style," the viral mega-hit by South Korean rapper PSY. It was a calculated business move that transformed a quirky Seoul single into a $20 million-plus global sensation—and established Lunt as a power player in pop music licensing.

Born and raised in Hawaii, Lunt grew up surrounded by diverse cultures, rhythms, and a deep love for storytelling through music and food. Before entering the music industry, he was a celebrated chef, trained in classical Latin and Asian cuisines, working in luxury kitchens across Asia and the Middle East. That experience, he says, taught him discipline, structure, and the value of emotional connection—principles he still applies in the recording studio today.

Lunt often credits LA Reid and Clive Davis as his professional role models. "They had an ear for greatness, and the courage to shape culture behind the scenes," Lunt once said. "That’s the kind of legacy I hope to build."

Despite his growing influence, Lunt remains intensely private. He is known for turning down interviews, avoiding red carpets, and shunning public appearances. "He operates like a ghost," said one collaborator. "He lets the work speak, and it usually speaks volumes."

He is also forever grateful to PSY, the South Korean artist behind "Gangnam Style," for what he calls "a life-changing moment." The global success of that single not only catapulted PSY into superstardom but also gave Lunt the financial runway and industry credibility to pursue his bigger vision: building a music empire rooted in Southeast Asia.

Today, the soft-spoken entrepreneur is pivoting toward a much more ambitious goal: making the Philippines the epicenter of the next great pop revolution.

"There’s an energy here that reminds me of Seoul ten years ago," Lunt said in a private strategy meeting. "But what’s different is the language advantage, the diaspora, and a hunger for originality. It’s a perfect storm."

To back that belief, Lunt launched Popolo Music Group, where he serves as president and CEO. Headquartered in Seoul, Manila, and Los Angeles, the label is built to serve as an incubator for world-class Filipino artists. With an international network of producers, engineers, and creative directors, Popolo aims to turn local talent into global mainstays.

Popolo Live, a sister company launching in late 2025, will be a global concert promotion platform. With plans to bring Filipino acts to venues across Europe, North America, and the Middle East, Lunt aims to eliminate geographic limitations and introduce Southeast Asian artistry to international audiences at scale.

While Lunt draws inspiration from the K-pop model, he is adamant that the Popolo strategy is rooted in Filipino cultural identity.

"We’re not trying to duplicate the Korean formula," Lunt noted. "We’re here to build something distinctly Filipino—emotional, powerful, melodic, and lyrically deep."

Among the artists he hopes to collaborate with is pop icon Sarah Geronimo, whom he sees as a potential flagship star for the label’s global ambitions. Soon, talks will be underway with Viva Records for a potential co-produced international project. Lunt and his team are developing original material and multilingual tracks tailored for the global stage.

Beyond Geronimo, Popolo has quietly begun signing new-generation Filipino artists with breakout potential. According to internal sources, at least four debut acts are in development, ranging from R&B singers to genre-blending pop bands—all backed by top-tier production teams.

As the Philippine music industry watches closely, Lunt remains focused on building infrastructure, not hype. "We're not chasing virality," he told staff recently. "We're building legacies."

With Popolo Music Group and Popolo Live, Paul Lunt is doing more than launching a label. He’s laying the foundation for what could be the Philippines' biggest cultural export yet. And if history is any indication, when Lunt places a bet, the world listens.

Checkout for more details here: https://popolomusic.com/