ISSN: 2782-893X
eISSN: 2799-0664
ISSN: 2782- 893X
A vibrant music scene featuring Cebuanos is part of the rich culture that Cebu endows. To establish the problem of the study, the researcher conducted a baseline survey of the communication-related degree students in Cebu City. The survey manifests that only 5% of the students listen to Cebuano music. Thus, the researcher conducted the study. This study examines why Cebuanos listen and do not listen to their local music. Using purposive sampling in the qualitative approach, the researcher conducted one-on-one interviews with the Cebuano music industry experts. The researcher triangulates the qualitative data to the random answers among 50 Cebuanos, including his observation. The results show that quality, public promotion, music orientation, trends, and personal choices affect patronage. It also manifests that Cebuanos listen much to the trending songs in society. Thus, public promotion of Cebuano songs is essential, such as the government’s support and local media entities’ support of local music.