Bringing world-class experiences to audiences
I always thought of us as ‘little concert brats,’” said Sam Sewell, executive producer at GMG Productions.
Her father, Bob Sewell, founded TicketWorld in 1995. Bob, who was born in Canada, had first come to Manila in 1982 as a country manager for a major international commodities trading company. He returned in 1995 eager to invest in a new business. He decided to go into ticketing.
He told Lifestyle, “My decision stemmed from personal experiences—having felt the frustration of purchasing concert and theater tickets. At the time, the process was cumbersome. I discovered viable solutions and I seized the opportunity. Execution was key, and thankfully, we got it right.”
In those early days of TicketWorld, Sam was old enough to go—or “tag along,” as she likes to say—to the concerts.”
“The production team would give us backstage passes, and I vividly remember how cool I felt wearing one. We attended countless concerts. You could usually find a pack of kids, including us, playing tag in the bleachers of the Folk Arts Theater while the shows went on,” she said.
Even back then, she always thought her dad was the coolest. “I remember thinking my dad was basically a rock star. He was always involved in bringing the biggest concerts to town. You’d hear ads on the radio or see posters in malls saying, ‘Call Ticketworld,’ and I’d feel such pride thinking, ‘That’s my dad!’”
Working together
Later, Sam would join her dad at Ticketworld, where she would focus on PR and marketing.
We asked Bob: What was it like working with Sam? He said, “Perhaps the question should be, ‘How does she tolerate working with me?’”
Sam said, “Honestly, it was the best experience. I genuinely loved the work I did at both TicketWorld and GMG Productions, but what made it even more special was working alongside my dad. It gave me a unique perspective on him—not just as my father but as a leader and a colleague.”
She added, “I also like to think that having me around helped humanize him a bit in the eyes of the other employees. Seeing us interact probably reminded people that he wasn’t just ‘the boss’ but also a dad, a family man with a softer side. It added a personal touch to the workplace, and I think it made the environment feel more connected and approachable.”
For Sam, it wasn’t just about work. “It was about sharing something meaningful together, and that’s a memory I’ll always treasure.”
When Sam entered the industry, Bob said, “I emphasized the importance of respecting the staff. Every team member is essentially a ‘volunteer’ who chooses to stay or leave. By ensuring they are happy and motivated, they become your most valuable assets—and business success naturally follows.”
Kindness and respect
Sam said, “He always treated the people around him with kindness and respect. Many of the employees at TicketWorld had been with the company for 30, 20, 15 years, which I think was a real testament to the type of environment both my parents had tried to build for the company. His empathy and moral character is something I continue to try to emulate every day.”
Sam learned a lot from her father and she has taken these lessons with her to GMG Productions, where she leads as executive producer. GMG has been bringing international shows like “Miss Saigon,” “Hamilton,” “Six,” “Matilda,” and “The Phantom of the Opera” to the Philippines.
“What fills me with the most pride is the international reputation we’ve built at GMG Productions,” she said. “Not too long ago, we were the newcomers, but now we’ve had the privilege of taking on monumental opportunities, like producing the Asian premiere of ‘Hamilton.’”
Sam has always been a theater kid, spending her summers at Repertory Philippines’ summer workshops. At GMG, she leads an all-female team—something she is very proud of. “The sheer effort and dedication it takes to bring a production to life is immense, yet this team handles it with such grace and determination.”
How similar is she to her dad as a leader? “I think we’re both really genuine and practical. We approach problems with a ‘let’s figure this out’ mindset. My dad always believed in respecting and valuing the people you work with, and that’s something I’ve carried with me. He showed me that when your team feels supported and appreciated, amazing things can happen.”
Differences
But of course, they have differences as well.
“My dad comes from a more traditional background, while I’m more inclined to take risks and try new things—whether it’s finding new ways to connect with audiences or bringing fresh ideas to a production. I also think my love for the creative side of theater gives me a slightly different energy. But I think our similarities and differences balance each other out. He’s always been someone I look up to, and I hope I’ve managed to take the best parts of his leadership and make them my own.”
Bob said, “Sam revealed her leadership potential early on. I always knew that whatever she chose to pursue, she would excel. Honestly, Sam surpasses me in so many ways. She’s smarter, more deeply connected to the Philippine theater community, and, of course, fluent in Filipino. That last one is something her mother and I always felt was very important as she was growing up. We wanted her to have a strong connection to her roots. I am incredibly proud of Sam and her accomplishments.”
He added, “If there’s anything I wish she learned from me, it’s perhaps to slow down and not be so hard on herself. She’s incredibly driven and always striving for excellence, but I hope she remembers to take time to breathe and enjoy the journey, too.”
Sam is happy to continue what her father started. “I’d like to think I’m carrying on his legacy by building on the foundation he created and continuing to bring world-class experiences to audiences here in the Philippines…
“He introduced a sense of pride and professionalism to the live entertainment industry, and I hope to honor that by not only producing amazing shows but also creating opportunities for others to thrive in this space. His passion for this work and his belief in the power of live events to bring people together is something I carry with me every day. It’s a legacy I’m proud to be part of and one I hope to keep building for years to come.”
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