Filipina singer-songwriter Nicole Laurel Asensio has been named the first Philippine music brand ambassador for Shure, marking a milestone that reflects both her artistic journey and the brand’s continued commitment to supporting musicians around the world.
The announcement was made during Shure’s 100th anniversary celebration and its partnership launch with JB Music, which is also marking 50 years of serving Filipino artists. As the event’s featured performer, Asensio took the stage before being formally introduced as the brand’s first Filipina ambassador for music.
For Asensio, the recognition is more than a title, it is a natural extension of her two decades in the industry. Known for her versatility, she has built a reputation as a storyteller, seamlessly moving between jazz, rock, and original compositions in performances both in the Philippines and abroad.
The partnership also highlights a shared legacy. While Shure has spent nearly a century shaping the sound of live and recorded performances globally, JB Music has played a key role locally by providing Filipino artists access to reliable instruments and equipment. Together, these institutions have supported generations of musicians in finding and refining their voice.
Central to this collaboration is the Shure Super 55 microphone, an iconic piece of audio equipment rooted in decades of music history. Asensio’s use of the microphone symbolizes the connection between past and present, where classic craftsmanship meets contemporary artistry.
“Reliable gear is a big factor, it makes me breathe and sing easier,” Asensio said, emphasizing the importance of quality equipment in delivering authentic performances.
Beyond the Philippines, Asensio continues to bring Filipino music to international audiences. Following her residency at Café Carlyle in Hong Kong, she performed in Taipei, becoming the first Filipino artist to take the stage at Smith & Wollensky. Her performances often carry elements of home, whether through language, phrasing, or emotional depth, creating connections that transcend cultural and linguistic barriers.
Her appointment also comes at a time when jazz and classic influences are experiencing a resurgence, particularly among younger audiences. Across Manila, intimate venues and speakeasies are reviving interest in live music, with jazz nights and stripped-down performances drawing new listeners.
Asensio herself is part of this evolution. After transitioning from rock to jazz more than a decade ago, a move once met with skepticism, she has emerged as a key figure in the genre’s renewed popularity in the local scene.
The partnership with Shure not only amplifies her voice but also underscores a broader movement, the growing global presence of Filipino artists and the enduring power of music as a shared experience.
In an ever-changing industry, Asensio’s journey stands as a reminder that while trends may shift, authenticity and passion remain constant.
