Nicole Laurel Asensio is Shure Microphone’s first Philippine Brand ambassador for music
When Nothing Is Certain, Stay With What You Love
At her core, Nicole is a storyteller—whether she’s interpreting a jazz standard, belting our classic rock or performing her own compositions in her home country or elsewhere in the world. Being named the first Filipina ambassador for Shure Microphones reflects more than an achievement, it’s a natural extension of her journey. This breakthrough marks a moment where timing, trust, and years of work come together—Nicole’s 20 years in music, Shure’s 100-year legacy, and JB Music’s 50 years excellence and supporting artists in the Philippines. Three milestones, Three Different journeys. One purpose. Shure celebrated their 100th year anniversary and new partnership with JB Music Philippines (who also celebrated their 50th anniversary) where Nicole performed as Shure’s launching artist, she was then named Shure’s first Filipina brand ambassador (for music).
Built to Last
For nearly a century, Shure has been part of those moments — when the voice has to carry, when the sound has to hold, when what’s being shared needs to be felt, not just heard. In those moments, Nicole writes and performs for the ones who sit with their feelings a little longer than most. The ones navigating reinvention. The ones healing quietly. The ones who live somewhere between nostalgia and now. That only happens when nothing gets in the way and people can focus on the music. “Reliable gear is a big factor—it makes me breathe and sing easier,” Nicole says.
In the Philippines, JB Music has spent 50 years making that possible, giving artists access to tools they can trust as they find their voice.
Now, that shared understanding comes together in Nicole’s partnership with Shure, as she takes the stage with the Super 55 (launching soon) — an iconic microphone rooted in decades of music history that stands as part of that continuity—where past and present meet to help all types of voices find their place.
From One Stage to Another
Filipino voices have always carried stories across borders. What’s burgeoning now is how far and fast they can reach others, how many of our stories get to be heard through song. After all, what seeps into our consciousness isn’t just the performance… when our stories are told through song, the singing stays with us, reminding us that music is a phenomenal shared experience, carried from one listener to another, long after the stage lights fade.
Following her residency at Café Carlyle in Hong Kong, Nicole took the stage in Taipei, becoming the first Filipino artist to perform at Smith & Wollensky. From one room to another, the journey expands—without losing its center. When she performs abroad, she carries pieces of home with her. Sometimes in language. Sometimes in phrasing. Sometimes in something less visible, but deeply felt. There might be someone in the room who doesn’t understand every word — but understands exactly what she means.That exchange is the point. With a global presence that has long supported artists across borders, this partnership with Shure allows that exchange to travel further — amplifying the voice of local stories and carrying them onto wider audiences, without losing what makes them personal.
Music Never Dies, It Adapts
No one could have predicted how the world would shift and sway after the pandemic pause, years later, there seems to be a passionate resurgence for nightlife, but not just the kind we knew before, younger Filipinos have been embracing speakeasy culture, low wattage lighting and jazz. The streets of Manila glimmer madly under the newly installed neon signs and deep crimson glow of scores of venues putting on “jazz nights” across the metro. The perfect backdrop for a Shure Super 55.
“Both the local and global music scene is embracing a resurgence of the classics and jazz influences in modern music, Here in Manila, there have been so many “jazz nights” and speakeasies popping up across the metro, younger crowds stumble in ordering martinis and classic cocktails singing along to standards in dimly lit bars— like the olden golden days, It is an unexpected renaissance of the jazz age influence right about a century later with the quirks and complexities of modern day Filipino style— the perfect blend of old meets new.” – Nicole
There were times when many questioned Nicole’s choice switching genres from her former rock inclinations, but who would have known that choice she made over a decade ago would take her exactly where she was meant to be today — an influential figure amongst the younger ones in this realm, smiling ear to ear, Shure 55 in hand, knowing that perhaps surpassing the doubt from naysayers was worth it. After all, reinvention doesn’t mean that you no longer love other kinds of music, it simply means you’ve unlocked new parts of your story through other forms of artistry. It goes to show that even when nothing is certain, keep doing what you love. You never know how your own story goes unless you write it yourself.
