Skusta Clee’s sari-sari story: becoming OPM’s Trap Music King

From Utang to Platinum: The Sari-Sari Stores That Shaped Skusta Clee’s Rise

Before the multi-platinum selling artist Skusta Clee became one of the most streamed Filipino music stars, he was just a mischievous kid in Taguig, known for sprinting away from the local community store—a soda in hand, and zero intention of paying. This early attitude, blending playful defiance with street smarts, is a perfect, if unexpected, blueprint for the artist who would later be crowned the OPM trap music king.

“When I was living in Taguig, we had this store called Ate Chinet’s in front of our house. My friends and I usually hung out there,” recalled the singer-songwriter, who rose to massive fame as a core member of the hip-hop collective, Ex-Battalion.

What were his favorite sari-sari store purchases? “During those times, it was chips. Pero mas madalas akong umutang kesa bumili (But I borrowed more often than I bought). I’d have them list it down. Because you can really do that in sari-sari stores,” he shared, laughing.

The soft drinks and the chase: a core memory

Pressed for a core memory, Skusta Clee’s mischievous past came to light. “For me, the most memorable was running away and hiding because the store owner was already hunting me down, asking me to pay.”

He highlights a classic childhood excitement. “Seriously, it’s memorable when, as a kid, I’d go straight to the store in the morning because there was something I wanted to buy—it was soft drinks,” he recalled.

This rebellious spirit is now channeled into his music. Skusta Clee is hugely influential among young OPM listeners, and his unique blend of catchy hooks and hugot-heavy lyrics is widely credited for the rise of trap or emo-rap in the Philippines.

“It’s kind of exciting because, as a kid, you can’t always have soft drinks. So those moments are memorable to me—when I’d buy soft drinks from the sari-sari store.”

Why sari-sari stores matter to the masa

Beyond childhood nostalgia, the OPM trap artist underscored the critical role these neighborhood fixtures play in the community.

“This is very important, especially for the masa (common people). Sari-sari stores provide for your daily needs, so it’s a big help that we have sari-sari stores in our community,” he emphasized.

For generations, the beloved local store has served as an essential social and economic hub where people meet, hang out, ask for directions, or simply unwind.

Puregold celebrates micro-entrepreneurs with Skusta Clee

To pay homage to these vital neighborhood pillars, Puregold has launched a four-part video series celebrating their role as social hubs and economic drivers. The first episode—featuring SB19’s Stell in a cameo—premiered in November.

This month, Skusta Clee features in the highly anticipated episode titled “The Sign.” All episodes are released monthly and streamed on the Puregold Channel on YouTube.

“As a longtime supporter of Filipino MSMEs, we want to highlight the importance of sari-sari stores in our communities. We want to share these videos that capture the many ways sari-sari stores have become a vital part of our daily lives and serve as pillars in our communities,” said Vincent Co, Puregold’s president.

For nearly three decades, Puregold has evolved from a supplier of goods into a trusted retail partner and business enabler for micro-entrepreneurs. Beyond offering affordable products, the company actively supports these small businesses through training, incentives, and creative initiatives—including concerts, films, and the new digital series—reinforcing Puregold’s standing as one of the country’s most progressive retail allies for the masa.

 

 

Skusta Clee is hugely influential among young OPM listeners, and his unique blend of catchy hooks and hugot-heavy lyrics is widely credited for the rise of trap or emo-rap in the Philippines.

 

 

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