MANILA, Philippines – When questioned about a song he can listen to endlessly, Guji Lorenzana concedes that although choosing just one is difficult, “Don’t Stop ‘Til You Get Enough” by Michael Jackson tops his list.
The vibe of that song is incredibly contagious,” Lorenzana shares during an email interview with CareerMan. “Each time I listen to it, it transports me back to my childhood and fills me with inspiration from the King of Pop’s remarkable talent and ingenuity.
Interpret the lyrics as you see fit, yet the title appears to mirror Lorenzana’s path through the entertainment business.
“[This] sort of establishes a mantra an artist could aim to follow. Within this field, one must continually pursue their aspirations regardless of challenges,” he states.
Lorenzana’s career demonstrates his versatility; he excelled at everything from performing as a singer to appearing on television or in films.
theater
, being a DJ or being heard over the radio, and now, being a music executive.
This transition has been smooth—Lorenzana describes it as a “natural progression”—and is part of his mantra of striving for growth and never stopping his creative pursuits.
As I’ve grown older, I began to feel that it was time for me to redirect my efforts towards contributing more,” he shares. “Having spent several years in this field, I have had the opportunity to collaborate with remarkable individuals and go through every aspect of the trade—from tackling the difficulties of being an independent artist to enjoying the benefits of establishing a brand.
“Gradually, I came to understand that I wanted to utilize my experiences to assist others,” Lorenzana highlights.
Lorenzana’s most recent position is as the Asia territory manager at Symphonic Distribution, a prominent independent music distribution and marketing firm. Among the artists whose works have been distributed via Symphonic are Jon Batiste, Doechii, and Melissa Etheridge.
Guiding newbies
In this position, he is responsible for growing the business and reaching out to more artists in this region. Lorenzana recognizes that over the last fifteen years or so, he has gained the necessary expertise and insight from his experiences to take on this challenge.
lead beginners into the sector.
“As a musician with insight into the challenges and hardships of the music business, I realize the significance of providing artists with proper support and resources so they can maintain their independence even as they expand internationally,” he states.
Lorenzana agrees with Symphonic’s approach of staying connected with individual artists and labels, expressing his enthusiasm for the creative liberty he anticipates when collaborating with musicians.
My role goes beyond linking artists and independent labels to digital platforms; it involves establishing enduring connections and providing assistance at all levels,” explains Lorenzana. “A kind of support they can comprehend and genuinely experience.
“What gets me excited is having the liberty to collaborate artistically with various creators and record labels, assisting them in crafting personalized strategies that cater specifically to their distinct requirements using practical approaches. I share honest insights into the challenges they might encounter, yet offer concrete and comprehensible solutions,” he explains.
Trust and authenticity
Lorenzana looks forward to the hurdles of venturing into the Asian market, which he characterizes as having “dynamically varied landscapes” and “a rich tapestry of different markets and musical traditions.” Symphonic aims to grow via partnerships deeply rooted in the local music environment.
“The Asia-Pacific area is vast, with each nation possessing its distinct culture, musical tastes, and market conditions. It’s essential for us to connect with artists within their contexts, which involves grasping the specific traits of each region and providing tailored solutions to fit their needs,” he clarifies.
For both Lorenzada and Symphonic, building trust is their objective. “No matter if it involves enhancing accessibility to local streaming platforms, presenting fresh concepts for artists and record labels to connect with listeners, or sharing localized strategies for effectively promoting music, Symphonic aims to become a dependable ally within the area.”
Another is being distinct and original, with new and independent music’s ability to cut through the noise and being easier to reach for, more than ever.
“The essence lies in staying true to oneself and leveraging this genuineness to forge connections with viewers globally. There is a high demand for distinctive perspectives in the international marketplace, and thanks to digital channels such as streaming services, social media, and video platforms, connecting with these audiences has never been simpler,” states Lorenzana.
Being genuine is crucial for lasting achievement, and that’s where the real wonder happens.
As music has become readily accessible with just a single swipe, Lorenzana contends that the disruption in the music sector gives artists greater authority over how their work is distributed.
Although this evens out the opportunities for indie creators, it simultaneously introduces challenges like an excess of content and constant demand for fresh material. Additionally, we see ongoing shifts driven by social platforms and, more recently, advancements in artificial intelligence.
For artists, it’s all about leveraging these transformations for their benefit… Those who recognize this change and are ready to adjust will be the ones capable of establishing enduring, long-lasting careers.
Creative people
What might also scare off newbies entering the music world is figuring out how to earn a livelihood from it all.
numerous creators are imaginative individuals rather than business-minded ones, which can make handling the commercial aspects daunting. This is precisely why possessing an appropriate support structure – be it through a manager, a distributor, or a mentor – is essential.
This is precisely where Lorenzana’s skill as a seasoned artist and music executive proves invaluable, using his experience to steer Symphonic’s potential Asian clientele through the complexities of today’s music landscape.
READ:
Guji Lorenzana’s ‘This Beat Will Save You’ emerges from the vaults after three years.
As an artist, I’ve always had a strong connection to the creative aspect, but currently, during this phase of my career, I believe it’s important to invest more of my efforts into nurturing the upcoming wave of artists and musicians,” states Lorenzana. “Taking up this position as a music executive at Symphonic enables me to achieve exactly that. Now, I enjoy a wonderful equilibrium between these two realms.
Previously, he collaborated with and managed several prominent figures in the music scene, including the indie rock sensation December Avenue and the renowned label Universal Records Philippines. It was through these experiences that he acquired significant knowledge about working with artists—an environment that is consistently brimming with creativity, passion, and emotion.
Lorenzana mentions experiencing dual perspectives from either side of the table. His aim is to support artists in advancing their careers without sacrificing their creative principles. He emphasizes, “My belief is to provide them with the tools needed for building successful careers they can be truly proud of—careers that authentically represent who they are as creatives.”
In a landscape filled with fleeting stars and musicians quickly ascending charts, Lorenzana counsels budding artists to remain authentic, maintain a solid backing system, and above all else, avoid hurrying their journey.
“Establishing a career in music requires time, however, with perseverance and patience, success will be achieved. Continue striving, maintain focus on your artistry, and chances will present themselves,” Lorenzana states—essentially, do not cease until you reach your goals.
It only needs a single instant. A single tune.