Viva Music Group has officially ignited a new chapter in the local music landscape with the powerful launch of NOVWLZ, its newest hip-hop and R&B sub-label that made an electrifying debut last November 27. The event signaled the entry of a fresh, fearless, and culture-rooted collective determined to reshape the Philippine Hip-Hop scene from the ground up.

Founded by creative visionary and industry disruptor Archie Malate, NOVWLZ enters the arena with a bold mission: uplift raw talent, amplify real stories, and create a home for artists who are often overlooked in traditional spaces. The label champions authenticity over gimmicks, grit over shortcuts, and collaboration over competition — a formula that immediately resonated with the audience during its launch.

The unveiling also showcased the label’s stacked lineup of rising stars, each delivering high-energy performances that electrified the venue. The roster includes ronrookie, Vambre, Bad Dee, Ram Millr, Ricochét, Wolbsgvng, Kiervy, Honcho, Aliya, and TRA₱ BOY$ — a powerhouse collective handpicked for their hunger, individuality, and undeniable potential. Their debut sets the tone for what NOVWLZ promises to be: a movement of artists ready to break boundaries and represent the underground with pride.

For Archie, NOVWLZ is the realization of a dream he once thought was out of reach.

“Gusto ko lang gumawa ng tahanan para sa mga artist na hindi nabibigyan ng chance mag-release o makilala dahil kulang sila sa resources,”
he shared, recalling his early days running a small indie label. Now backed by Viva Music Group, he is committed to elevating artists with vision — those who carry both talent and the hunger to change the game.

True to its name — a rebellious twist on “no vowel,” symbolizing rawness and freedom — NOVWLZ embraces a “no BS, all passion” approach to artistry. The label aims to be more than a platform; it’s a community where creatives can experiment, collaborate, and produce music grounded in culture and real-life experiences. While Hip-Hop and R&B lie at its core, Archie says the doors remain open to all genres, as long as the artist’s message stays authentic to the NOVWLZ spirit.

“Madali mag-discover online, pero iba pa rin ‘pag napanood mo sila ng live. Yung energy — yun ang mahalaga,”
Archie adds, emphasizing the importance of raw, unfiltered performance talent.

From its explosive launch alone, NOVWLZ made one thing clear: this label isn’t here to follow trends — it’s here to define them.

As the lights dimmed and the crowd buzzed with excitement, it was evident that this is just the beginning. NOVWLZ is not merely a label — it’s a movement, and its arrival marks a powerful new era for Philippine Hip-Hop.