Rox Santos, ABS-CBN’s in-house pride

MANILA, Philippines – Back in 2007, wide-eyed music enthusiast Rox Santos began working at Star Music (formerly Star Records), clueless that in about a decade he would personify the kind of success-driven life an in-house producer and songwriter can still enjoy in the midst of tough competition opposite independent counterparts.

Rox’s talent and passion jelling with the system turned out to be a good formula.

Just recently, he propelled the rebirth of Jolina Magdangal’s recording career by producing her album Back To Love, which reached gold status in just two weeks after its physical release.

“I’m thankful I was given this opportunity to explore my musical inclination beyond imagination,” expressed Rox who also does administrative work for Star Music.

The behind-the-scenes guy with a disarming smile scored two consecutive Best Selling Album plums from Awit Awards for his work with Daniel Padilla’s first two albums. As songwriter, he co-wrote the phenomenal hit Boom Panes performed by comedian Vice Ganda. He also penned the radio favorites Ngayong Alam Ko Na by Liezel Garcia and Now We’re Together by Bailey May of Pinoy Big Brother fame.

Daniel’s DJP reached platinum four times, his debut CD thrice and last year’s I Heart You double platinum status. Rox also scored platinum records for producing Richard Yap, Kim Chiu, Kathryn Bernardo, Xian Lim and Enchong Dee.

His take on the advantage of working for a corporate giant is spot-on: “We have a research group that guides every recording project before it goes into my desk. Minds, including mine, collaborate to know the needs of listeners or determine the market and the product for a particular voice. So the chance of a record to become a hit is a lot better.”

The list of musical artists he has handled and original songs he contributed are proof of his strong grip on industry-level professionalism and pop sentimentality. He wrote Pag-Ibig Ko’y Ikaw for Martin Nievera, Only With You for Toni Gonzaga, Sana Ngayon Ang Kahapon for Angeline Quinto, Buhay Ko’y Ikaw for Vina Morales, Paskong Puno Ng Kasiyahan for Juris Fernandez, among others.

Practically following the footstep of his friend and mentor Jonathan Manalo, Rox is a native of Albay who comes from a family of musicians. He expressed gratitude to ABS-CBN executives Malou Santos and Rox Liquigan, saying, “Their guidance and visions for my projects make it easier for me to achieve successful results. Such support complements my love for the art of creating records, writing songs and bringing out the best in the artists I’m working with. I always listen to new sounds to keep me updated.”

The Rox magic also rubbed on to movies, soaps and TV commercials. He provided Akin Ka Na Lang for My Illegal Wife, Karakaraka for Bromance and the theme for The Amazing Praybeyt Benjamin. He is behind the theme songs for Annaliza, The Love Story of Kang Chi, Pretty Man, I Do and others.

He also crafted the main theme campaign for ABS-CBN mobile (Unlimited and Free), the shampoo jingle Gandang Filipina, Gandang Natural and milk brand ditty Change for the Better.

Relating the Justin Bieber hit song Love Yourself to his style in finding out a song’s recall, he said, “That song’s hook is heard through its distinctive guitar riff.”

Rox is currently working for Michael Pangilinan’s second CD, Karla Estrada’s album of remakes, Daniel’s fifth collection of songs, Enchong’s sophomore project and the debut of Ylona Garcia who is touted as the Ariana Grande of the Philippines.