Guji Lorenzana helps fellow artists construct their model

Guji Lorenzana: Actor, singer, DJ and now music exec —PHOTO FROM GUJI LORENZANA’S WEBSITE

MANILA, Philippines – When requested a few music he by no means will get bored with listening to, Guji Lorenzana admits that whereas it’s arduous to choose one, a observe that ranks excessive on his listing is Michael Jackson’s “Don’t Cease ’Til You Get Sufficient.”

“The vitality in that observe is simply infectious,” Lorenzana tells the Inquirer in an e-mail interview. “Each time I hear it, it takes me again to rising up and being fully impressed by the King of Pop’s expertise and creativity.”

Make of the lyrics what you’ll, however the title seemingly displays Lorenzana’s journey within the showbiz business.

“[It] form of units the tone for a motto an artist may wish to reside by. On this business, you’ve received to maintain chasing your desires, it doesn’t matter what,” he says.

Lorenzana’s profession is proof that he might do all of it: from singing, appearing on TV or in theater, being a DJ or being heard over the radio, and now, being a music government.

This transition has been clean—Lorenzana describes it as a “pure development”—and is a part of his mantra of striving for development and by no means stopping his artistic pursuits.

“As I’ve matured, I began feeling prefer it was time to shift my focus extra towards giving again,” he narrates. “After spending years within the business, I’ve had the prospect to work with some unbelievable individuals and expertise all sides of the enterprise—from the challenges of impartial artistry to the rewards of constructing a model.”

“Over time, I noticed I needed to make use of my experiences to assist others,” Lorenzana factors out.

Lorenzana’s newest foray is as Asia territory supervisor for Symphonic Distribution, a number one impartial music distributor and advertising firm. A few of those that had their work distributed via Symphonic embody Jon Batiste, Doechii and Melissa Etheridge.

Guiding newbies

On this position, he’s tasked with increasing enterprise and connecting with extra artists on this a part of the world. Lorenzana is conscious that his expertise up to now decade and a half or so has seasoned him with the knowledge one must information newcomers into the business.

“As a musician who understands the realities and struggles of the business, I understand how necessary it’s for artists to have the proper steerage and instruments to remain impartial whereas rising globally,” he says.

Lorenzana resonates with Symphonic’s enterprise mannequin of being in contact with impartial artists and labels, and says that he appears to be like ahead to the liberty of working with musicians creatively.

“My job is extra than simply about connecting artists and impartial labels with digital distribution; it’s about constructing long-lasting relationships and providing assist at each stage. A kind of assist they’ll perceive and truly really feel,” says Lorenzana.

“What additionally excites me is the liberty to work creatively with artists and labels, serving to them develop methods tailor-made to their distinctive wants, with strategies that make sense. I inform them the reality concerning the struggles they’ll face, however present the substantial and precise options they’ll perceive,” he provides.

Belief and authenticity

Lorenzana will get excited concerning the challenges of getting into the Asian market, with what he describes as its “dynamic landscapes” and “various markets and musical cultures.” Symphonic plans to broaden via collaborations which are anchored on the native music scene.

“The Asia-Pacific area is large, and each nation has its personal distinctive tradition, music preferences and market dynamics. For us, it’s essential to satisfy artists the place they’re, which implies understanding every territory’s nuances and providing customized options to swimsuit them,” he explains.

For Lorenzana and Symphonic, the aim is to achieve belief. “Whether or not it’s offering higher entry to native streaming companies, offering artists and labels’ new concepts to succeed in audiences or providing regional perception into how greatest to advertise music, Symphonic’s aim is to be a trusted accomplice within the area.”

One other is being distinct and unique, with new and impartial music’s skill to chop via the noise and being simpler to succeed in for, greater than ever.

“The hot button is being genuine and utilizing that authenticity to attach with audiences all over the world. The worldwide market is craving these distinctive voices, and digital platforms—streaming companies, social media, and video platforms—have made it simpler than ever to succeed in them,” Lorenzana says.

“Authenticity is the important thing to long-term success, and that’s the place the magic lies.”

With music now only one swipe away, Lorenzana additionally argues that the upheaval within the music business leads to artists having extra management over the distribution of their music.

Whereas this ranges the enjoying area for impartial artists, it additionally poses issues corresponding to oversaturation and strain for brand spanking new content material. Then there are additionally the persevering with modifications introduced by social media and, now, synthetic intelligence.

“For artists, it’s about utilizing these modifications to their benefit … Artists who perceive that there’s a shift and are prepared to adapt are those who’ll have the ability to carve out sustainable, long-term careers.”

Artistic individuals

What may intimidate newcomers within the music business is how you can make a dwelling out of all of it.

“Many artists are artistic individuals, not enterprise individuals, and that may make the enterprise aspect of issues intimidating. That’s why having the proper assist system—whether or not that’s a supervisor, a distributor or a mentor—is essential.”

That is the place Lorenzana’s acumen as an completed artist and music government is useful, together with his experiences guiding Symphonic’s future shoppers in Asia in navigating the fashionable music business.

READ: Guji Lorenzana’s ‘This Beat Will Save You’ out of the vault after 3 years

“As an artist, I’ve all the time been deeply related to the artistic aspect, however now, at this stage in my profession, I really feel it’s time to dedicate extra of my vitality to supporting the subsequent era of artists and musicians,” says Lorenzana. “This position as a music government with Symphonic permits me to do exactly that. I’ve this nice stability between the 2 worlds now.”

He had beforehand labored with and signed up among the largest names within the music business, corresponding to indie rock phenomenon December Avenue and legendary label Common Information Philippines. This was how he gained priceless insights on working with musicians—all the time a extremely artistic, passionate and emotional environment.

Being on each side of the identical desk, Lorenzana says that his aim is to assist artists develop their careers with out compromising their inventive integrity. “I consider in giving them the assets to construct sustainable careers that they’ll really feel happy with, and that they really feel is a real reflection of who they’re as artists.”

In a world of one-hit wonders and artists immediately being chart-toppers, Lorenzana advises aspiring artists to maintain being true to themselves, having a robust assist community and, most significantly, to not rush the method.

“Constructing a profession in music takes time, however with persistence and endurance, you’ll get there. Hold pushing, keep centered in your craft and the alternatives will come,” Lorenzana says—in different phrases, don’t cease until you get sufficient.

“It simply takes one second. One music.”