The lady behind the Mega & the Diva

When Sandra Chavez took up political science, or political sayangs as she calls it, she intended to pursue a degree in law and looked forward to the day her name would be prefixed with "Atty." But, as fate would have it, it’s her younger brother who became a lawyer. She was waylaid by the live entertainment business where she set the benchmark for ethical artist management.

For her, it’s not just agency work. She’s the kind of manager for whom each relationship is a friendship through the years. And while building real talent is great, the challenge is in the longevity of the artist’s career. She stresses, "If you create artists who last 20 years, 30 years, now that’s an achievement."

While scandal for publicity may be a norm in showbiz, Sandra doesn’t subscribe to that school of thought. She is firm in the belief that "The truth will always out. If you have talent, it will out." As her Tavern on the Square partner Chit Juan points out, "If you don’t have talent, she’s not about to sensationalize you. That’s not how she promotes her talents."

While at the University of the Philippines, Sandra was a guitar-toting coed who naturally gravitated toward Sigma Delta Phi. As the society for Drama and Fine Arts, the sorority had caroling at Christmastime, plays and song-and-dance activities year-round. So it’s no surprise that she got so engrossed in the live entertainment circuit, watching the likes of Kuh Ledesma. It seems ironic though that the entertainer hasn’t sought the limelight while being neck deep in showbiz.

In the early ’80s, Sandra, Chit and three college friends established what could very well be a forerunner of American Idol – the first Tavern on the Square along Legaspi St., across Greenbelt in Makati. The place teemed with session artists, concert producers and promoters on the look out for a fresh face. There came a point when some asked, "If that’s not where you got discovered, where then did you get your break?"

Promoters from all over Southeast Asia kept coming. So the Tavern team formed bands and gave them the opportunity to travel. They remember designing costumes and thinking up names for the bands: Cappuccino, Segue, Cicada, Powerplay (yes, Gary V.’s back-up band) among them. It was the era of show bands.

When the Tavern of the ’80s bowed to post-EDSA revolution pressures, Sandra went on discovering and managing talents. There was Zsa Zsa Padilla, Gary Valenciano and Tessie Tomas. She also started off Agot Isidro and Timmy Cruz. Then she began handling US concerts and product endorsements for Sharon Cuneta. She still does even after they reopened Tavern in 2002 at Greenbelt 3, where new talents continue to be discovered, and given the much-needed opportunity for exposure in polishing their craft.

"Knowing what I know now?" the manager of industry pillars winces; then muses, "I don’t know what to single out. There’s no school for talent management."

Her first and biggest lesson: face reality. "My first major artist was really Kuh. I always say we launched each other. So the first major pain was when we parted."

She recalls how about a year into Kuh’s going solo, the budding diva was lured by promises of a foreign career, something Sandra as a talent manager couldn’t offer then. So, emerging from a good cry in the bathroom, Sandra put up a show at the PICC for Music and Magic (of course, you remember them). Though Kuh returned after three months, Sandra had learned her lesson: "Oops! This is reality."

Not one to view life as one-dimensional, Sandra quickly adds, "But when they trust you completely. Wow! What a feeling." Then quips, "What a responsibility."

What then does the lady behind the mega and the diva take credit for? She says, "It takes two to tango. You might be a very good talent, but if you don’t find the right manager, you may not go as far as you could have. In the same vein, I might be a very good manager but if my talent is not really good, then we can only get to that point.

"I believe in re-inventions, especially adapting to the times. It’s really working on the strengths. And you know, you’ll always have weaknesses but you can make up for it in some other way."

Asked for advice to others in the business, she gives a few. "Be sober about success. Just be real. If you have to do gimmicks, don’t deceive the public. Be honest with yourself, the artist and the public. Put a little flair because it’s part of the business but no deception, please."

Discover Tavern on the Square at the second level of Greenbelt 3. For details, call 757-4484 to 85.