GMAAC: The task of building up stars

MANILA, Philippines - So, you have been finally discovered, have signed the million-peso contract and have attended the workshops. Are you the next big star?

Not quite. Although many people think a wanna-be celebrity is all set once he has gotten his foot in showbiz’s door, there is one more element that separates the starlet from the star, and the star from the superstar: Talent management.

Knowing this by heart, the GMA Talent Development and Management Department (formerly known as the GMA Artist Center) headed by Ida Ramos Henares, with the support of GMA President and CEO Atty. Felipe Gozon, has effected major changes to strengthen the foothold of the department for the benefit of its 100 plus artists.

For one, the division of Talent Management had been put under the care of Arsi Baltazar, an expert in this field with 25 years of experience neatly tucked under his belt. Arsi is considered one of the most competent, well-loved old-timers in the industry and his instinctive knowledge of this business is honed through years of experience.

Arsi said the role of managing talents entails so much more than what is perceived publicly. “You recognize a talent when you see one. You immediately have to know what can this specific talent offer the public. But more than that, you also look ahead to know what he can still become. This job is never stagnant. You keep progressing.” He added that his job becomes easier because at GMAAC, “We are not operating on a lone ranger proposition. Everyone of us there are in synergy with one another. Under Ida’s stewardship, we are all bonded by one vision and commitment. And this helps a lot, especially when challenges come our way.”

Under Baltazar are two satellite support groups: the booking agents and the handlers. The booking agents receive all offers for the talents while the handlers filter these. It is Arsi’s job to discern which ones would take the talent to the next level. “Time is a limited commodity and opportunity knocks only once. It’s our job to see to it that neither is wasted. You decide on this without limiting your artists. Once a door opens for them, you look for the next door and the next bearing in mind that talents, especially the more excellent ones, naturally evolve.”

With the many platforms available to their talents by default, the GMAAC talent management department must make sure that the talents get the right breaks at the right time, ultimately for the network’s gain.

One component of Arsi’s job is making sure that the image and vision of the artists will constantly be something that the advertisers will love, aside from the innate satisfaction of everyone about their development.

“We don’t stop thinking of ways to improve them. They have to be perceived as set apart from the rest simply because they are artistas,” says Arsi.

He adds, “Aside from all the seminars and workshops that the stars need to go through every now and then, GMAAC also does ‘make-overs;’ we style for them, we let them go through John Robert Powers sessions, we give them crash course on personality improvement and even counseling, we field them in international competitions so they can best hone their skills and adopt a more global perspective. We make sure they are visible in every medium available to us. We also branch out and gather resources outside because we feel that the artists, and ultimately the network, will benefit from those partnerships outside,” Arsi points out.

One of the rules the GMAAC talent management division follows is not to play favorites — and for good reason: A talent may not be a star today, but he may be the biggest one, tomorrow. It’s all about timing.

The job may sound glamorous (and it is!) but it also entails a lot of conscious hard work and more objective mindset.

“We at GMAAC have to constantly think like a fan, a parent of the talent, a talent, a businessman, a boss and a friend. So many hats to wear all at the same time. The last one is important because we have to be honest to our talents all the time. If they don’t look good, if they don’t act right in public, if they don’t perform the way they should, if they say the wrong things to the press, it is up to us to make it known to them. It is GMAAC’s policy to protect and defend our artists from the outside. But inside, we have to start by knowing the hard stuff so we all can act and make a composite stand accordingly,” explains Arsi.

The GMAAC roster of talents include (in alphabetical order): Aljur Abrenica, Alyssa Alano, Kaye Alipio, Victor Aliwalas, Krissa Mae Arrieta, Rich Asuncion, Paolo Avelino, Jayann Bautista, Rosebud Benitez, Kris Bernal, Iza Calzado, Rainier Castillo, Ryza Cenon, Jessie Corcuera, Nikki Dacullo, Vaness del Moral, Maybelyn dela Cruz, Gino dela Pena, Maricris Garcia, Aicelle Santos, Jonalyn Viray, Vern Domingo, Nonito Donaire, Mang Enriquez, Bryan Espartinez, Christina Farinas, Rye Farinas, Jace Flores, John Feir, Vevherly Gador, Samantha Gamboa, Lawrence Gutierrez, Sheena Halili, Stephanie Henares, Mark Herras, Bebs Hollmann, Dion Ignacio, Schinina Juban, Ava Jugueta, Kiko Junio, Yasmien Kurdi, Ayen Laurel, Grace Lee, Issa Litton, Niño Logarta, Jewel Mische, Iwa Moto, Arci Muñoz, Mike Nacua, Rhea Nakpil, Isabel Oli, Chynna Ortaleza, Paolo Paraiso, Renzo Almario, Pocholo Bismonte, Rita Iringan, Vanessa Rangadhol, Jan Manual, Moymoy Palaboy, Patani, Gretchen Espina, Ram Chavez, Mae Flores, Jenni Rawolle, Stef Prescott, Vivo Quano, Dex Quindoza, Rhian Ramos, Ram Revilla, Krystal Reyes, LJ Reyes, Jackie Rice, Dominic Roco, Felix Roco, Jen Rosendahl, Jana Roxas, Kiko Rustia, Nadine Samonte, Julie Anne San Jose, Harry Santos, Gerald Santos, Kevin Santos, Chariz Solomon, Prince Stefan, Rey Talosig, Mike Tan, Bryan Termulo, Regine Tolentino, Joy Velasco, Ysa Villar, among others.