It was around 1988 when I first met and heard this band making beautiful music together. It was in Pasay City, where my bandmate Vic Alvar resides. It was there where I met Bernard Serafico, guitarist of Private Image.
Formed in 1987 – PRIVATE IMAGE – pioneered playing genres like Psychobilly, Post Punk, Punk Wave and a host of new wave-inspired tunes from The Cramps’ “WHAT’S INSIDE A GIRL”, Gang Of Four’s “DAMAGED GOODS” from The Fuzzbox’s “RULES AND REGULATIONS”. Back in those days, words of mouth is the only best medium a band needed to have a successful gig.
Score Magazine, at that time, is one of few magazines that would review recently concluded gigs to guide the concert-goers. Private Image graced it’s pages constantly. Concert reviews, can either make or break your band’s spirit and in most cases, their erstwhile, short-lived career. But, Private Image, would almost always land on the Top Ten Most Valuable Band list. With the list graced by The Dawn, Mere Mercy, Identity Crisis, Introvoys, After Image, Ethnic Faces, Khumbmella, Nursery Rhymes, Dean’s December, they are on the right track, in as far as career move is concerned.
After losing out of touch with the band, I finally caught up with them; Bong Siojo male lead vocalist now lives in Southern California; Bobbi Galang (niece of Paul Galang) female lead vocalist now lives in Toronto, Canada; Noel Ferrer, bassist lives in Northern California; Gerry Balmes 2nd lead guitars live in Houston, Texas; Ronald Seno keyboardist, Bernard Serafico 1st lead guitar & Lord Dennis de Castro rhythm guitars lives in Manila. It was unfortunate that their drummer, Aldwin Salazar passed away in the early 90’s.
Bernard was born and raised in Pasay City. And went to Blessed Elena Academy in high school where most of them all met. It is the school where Marvin Mendiola & Bogs Ambrosio (Identity Crisis) also studied. Bong is from another school, but he and Bobbi Jo are first cousins. “My Dad gave me my first radio when I was 8 years old. I listened to it every night before going to sleep. I remember my first favorite song was ‘Heart of Glass’ by Blondie. When I got a little older, WXB102 became a part of my life”, confesses Bobbi. Bernard grew up listening to Jim Croce via music cassette. “Maghapon yun kikakapa ko; folk country music, slow rock, new wave music, punk rock”, remembers Bernard. Bong remembered his dad playing the guitar and sings on their random road trips. “Then I saw my Uncle Paul play guitar on TV. He sang so beautifully. In high school, I saw my cousin played in the band (Betrayed) in local pub and I was amazed and thought ‘I want do those’. Looks fun”, chuckles Bong, who happens to be a vegetarian.
A veteran of many seminal and pioneering gig during their time, Private Image drew a lot of followers whenever people see their name on the poster-gig. “There was one particular concert that we cannot forget entitled “Love Will Tear Us Apart” which happened March of 1989 at Sulô Hotel Makati. There were a lot of good local bands, like Half-Life Half-Death, The Dawn, Identity Crisis, Introvoys, Dean’s December, among others. Everyone was having fun from the start until the end of our session. I totally lost myself during the performance”, recalls Bong. “It was so memorable! The crowd was amazing! I will never forget how the skinheads handed me flowers while I was singing on stage”, recalls Bobbi. “Nagtungkaban yun mga wooden tiles dun”, recalls Bernard – who happens to lead the Jesus Is Lord Music Ministry now.
All fingers points to Bong when asked who came up with the band’s name. “I don’t know ha , ako ba? But as far as I can recall, it was a collaborative effort from all of us. One thing I remember though, we were supposed to come up with a name for our first gig, so they can put our name on the poster and we couldn’t come up with one. We were supposed to name ourselves related to a coffee ad from a magazine, just to get it over with. Something like: Aromatic Allure. We would’ve been the laughing stock of the local band scene”, muses Bong.
Judging from the way they sounded back in those days, It wouldn’t be that hard to second-guess how they were influenced directly and indirectly by peers, family and the fad back then. “I grew up listening to Spandau Ballet, Duran Duran, Culture Club, Tears for Fears, Industry and Vitamin Z”, recalls Bobbi. For Bong The Clash, Joy Division, Soft Cell, Queen, Ramones, Fuzz Box, The Smiths, Men at Work, Flock of Seagulls did him in. For Bernard, “Identity Crisis, Dawn, Dean's December, Franco; International madami mostly new wave bands like Alarm, Cactus World News, Colour Field & Aztec Camera, Blind Melons, STP, RHCP, Pearl Jam”.
Now, with their families and careers to get their sustenance from, they have diverse interests as well. ”I’m a biologist by trade and now I work for a company that deals with food safety. Testing for pathogenic organisms and determining nutritional information on food. It’s a very rewarding job, making sure the food supply for consumers are safe as much as possible. During my down time, I like to collect action figures. I’m against racism, bad environmental laws, animal cruelty, discrimination against LGBTQ+ & religion, social and class inequalities”, says Bong. “I became vice-president for production of Little Angels (the company who produces Angel's Breath) before I turned 25 years old. I am a certified Montessori teacher. I accepted Islam in 2005. I am on my journey to zero-waste living. I am learning Arabic. I play the piano, guitar and Banduria. I also do a lot of volunteer work and translation”, says Bobbi. Noel is a Sous Chef in one of the biggest company in the world. While Ronald enjoys drawing, painting and a church advocate, he also teaches musical instruments in Saudi Arabia. Gerry for his part is very active in the music scene in Houston. “I'm a member of a cover band that plays in Gerry's Grill”, says Gerry. Bernard still performs on stage on a weekly basis on JIL and is works for a leading Cable and Network company in the Philippines.
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