Guji Lorenzana helps artists build their brand
When asked about a song he never gets tired of listening to, Guji Lorenzana admits that while it’s hard to pick one, a track that ranks high on his list is Michael Jackson’s “Don’t Stop ’Til You Get Enough.”
“The energy in that track is just infectious,” Lorenzana tells the Inquirer in an email interview. “Every time I hear it, it takes me back to growing up and being completely inspired by the King of Pop’s talent and creativity.”
Make of the lyrics what you will, but the title seemingly reflects Lorenzana’s journey in the showbiz industry.
“[It] kind of sets the tone for a motto an artist might want to live by. In this industry, you’ve got to keep chasing your dreams, no matter what,” he says.
Lorenzana’s career is proof that he could do it all: from singing, acting on TV or in 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 matured, I started feeling like it was time to shift my focus more toward giving back,” he narrates. “After spending years in the industry, I’ve had the chance to work with some incredible people and experience all sides of the business—from the challenges of independent artistry to the rewards of building a brand.”
“Over time, I realized I wanted to use my experiences to help others,” Lorenzana points out.
Lorenzana’s latest foray is as Asia territory manager for Symphonic Distribution, a leading independent music distributor and marketing company. Some of those who had their work distributed through Symphonic include Jon Batiste, Doechii and Melissa Etheridge.
Guiding newbies
In this role, he is tasked with expanding business and connecting with more artists in this part of the world. Lorenzana is aware that his experience in the past decade and a half or so has seasoned him with the wisdom one needs to guide newcomers into the industry.
“As a musician who understands the realities and struggles of the industry, I know how important it is for artists to have the right guidance and tools to stay independent while growing globally,” he says.
Lorenzana resonates with Symphonic’s business model of being in touch with independent artists and labels, and says that he looks forward to the freedom of working with musicians creatively.
“My job is more than just about connecting artists and independent labels with digital distribution; it’s about building long-lasting relationships and offering support at every level. A type of support they can understand and actually feel,” says Lorenzana.
“What also excites me is the freedom to work creatively with artists and labels, helping them develop strategies tailored to their unique needs, with methods that make sense. I tell them the truth about the struggles they will face, but provide the substantial and actual solutions they can understand,” he adds.
Trust and authenticity
Lorenzana gets excited about the challenges of entering the Asian market, with what he describes as its “dynamic landscapes” and “diverse markets and musical cultures.” Symphonic plans to expand through collaborations that are anchored on the local music scene.
“The Asia-Pacific region is huge, and every country has its own unique culture, music preferences and market dynamics. For us, it’s crucial to meet artists where they are, which means understanding each territory’s nuances and offering personalized solutions to suit them,” he explains.
For Lorenzana and Symphonic, the goal is to gain trust. “Whether it’s providing better access to local streaming services, providing artists and labels’ new ideas to reach audiences or offering regional insight into how best to promote music, Symphonic’s goal is to be a trusted partner in the region.”
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 key is being authentic and using that authenticity to connect with audiences around the world. The global market is craving these unique voices, and digital platforms—streaming services, social media, and video platforms—have made it easier than ever to reach them,” Lorenzana says.
“Authenticity is the key to long-term success, and that’s where the magic lies.”
With music now just one swipe away, Lorenzana also argues that the upheaval in the music industry results in artists having more control over the distribution of their music.
While this levels the playing field for independent artists, it also poses problems such as oversaturation and pressure for new content. Then there are also the continuing changes brought by social media and, now, artificial intelligence.
“For artists, it’s about using these changes to their advantage … Artists who understand that there is a shift and are willing to adapt are the ones who’ll be able to carve out sustainable, long-term careers.”
Creative people
What may also intimidate newcomers in the music industry is how to make a living out of it all.
“Many artists are creative people, not business people, and that can make the business side of things intimidating. That’s why having the right support system—whether that’s a manager, a distributor or a mentor—is crucial.”
This is where Lorenzana’s acumen as an accomplished artist and music executive comes in handy, with his experiences guiding Symphonic’s future clients in Asia in navigating the modern music industry.
“As an artist, I’ve always been deeply connected to the creative side, but now, at this stage in my career, I feel it’s time to dedicate more of my energy to supporting the next generation of artists and musicians,” says Lorenzana. “This role as a music executive with Symphonic allows me to do just that. I have this great balance between the two worlds now.”
He had previously worked with and signed up some of the biggest names in the music industry, such as indie rock phenomenon December Avenue and legendary label Universal Records Philippines. This was how he gained valuable insights on working with musicians—always a highly creative, passionate and emotional atmosphere.
Being on both sides of the same table, Lorenzana says that his goal is to help artists grow their careers without compromising their artistic integrity. “I believe in giving them the resources to build sustainable careers that they can feel proud of, and that they feel is a true reflection of who they are as artists.”
In a world of one-hit wonders and artists suddenly being chart-toppers, Lorenzana advises aspiring artists to keep being true to themselves, having a strong support network and, most importantly, not to rush the process.
“Building a career in music takes time, but with persistence and patience, you’ll get there. Keep pushing, stay focused on your craft and the opportunities will come,” Lorenzana says—in other words, don’t stop till you get enough.
“It just takes one moment. One song.”
