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 track 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 record is Michael Jackson’s “Don’t Cease ’Til You Get Sufficient.”

“The power 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 trade.

“(It) sort of units the tone for a motto an artist may need to dwell by. On this trade, you’ve acquired to maintain chasing your goals, it doesn’t matter what,” he says.

Lorenzana’s profession is proof that he may 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 easy—Lorenzana describes it as a “pure development”—and is a part of his mantra of striving for progress and by no means stopping his inventive 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 trade, I’ve had the possibility to work with some unimaginable folks and expertise all sides of the enterprise—from the challenges of unbiased 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 unbiased music distributor and advertising firm. A few of those that had their work distributed by Symphonic embody Jon Batiste, Doechii and Melissa Etheridge.

Guiding newbies

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

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

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

“My job is extra than simply about connecting artists and unbiased labels with digital distribution; it’s about constructing long-lasting relationships and providing assist at each stage. A kind of assist they will perceive and really 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 may face, however present the substantial and precise options they will perceive,” he provides.

Belief and authenticity

Lorenzana will get excited concerning the challenges of coming into the Asian market, with what he describes as its “dynamic landscapes” and “various markets and musical cultures.” Symphonic plans to broaden by 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 personalised options to swimsuit them,” he explains.

For Lorenzana and Symphonic, the objective 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 finest to advertise music, Symphonic’s objective is to be a trusted companion within the area.”

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

“The secret is being genuine and utilizing that authenticity to attach with audiences around the globe. 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 trade leads to artists having extra management over the distribution of their music.

Whereas this ranges the taking part in area for unbiased artists, it additionally poses issues comparable to oversaturation and stress 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 be capable to carve out sustainable, long-term careers.”

Artistic folks

What may additionally intimidate newcomers within the music trade is make a residing out of all of it.

“Many artists are inventive folks, not enterprise folks, 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 achieved artist and music government is useful, along with his experiences guiding Symphonic’s future shoppers in Asia in navigating the fashionable music trade.

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 inventive aspect, however now, at this stage in my profession, I really feel it’s time to dedicate extra of my power to supporting the following technology of artists and musicians,” says Lorenzana. “This function as a music government with Symphonic permits me to just do that. I’ve this nice steadiness between the 2 worlds now.”

He had beforehand labored with and signed up a few of the greatest names within the music trade, comparable to indie rock phenomenon December Avenue and legendary label Common Data Philippines. This was how he gained precious insights on working with musicians—all the time a extremely inventive, passionate and emotional environment.

Being on each side of the identical desk, Lorenzana says that his objective 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 will really feel pleased 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 abruptly 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 track.”