New Cebu talent agency strives to make mark in P-pop scene
CEBU, Philippines — Digital marketer Sheree Baylon-Brizo had to think carefully about founding a Cebuano entertainment agency when aspiring P-pop idols Aeron and Zyman asked if she could manage them. With her experience in social media marketing that formed the way she organized local fan events for BTS, there were more reasons for her to say yes than to decline.
“I did not plan on building an entertainment company. My original plan was to start a digital marketing agency,” Baylon-Brizo told The FREEMAN. “Aeron and Zyman saw how I managed fan events before and how I handled people, so they approached me to manage them. I have known them for two years now, and I am so proud because we are so close-knit. They respect me both as a manager and as a big sister to them.”
After establishing Rising Harmony Entertainment last year, the new Cebuano talent agency officially introduced its debut batch of artists during a recent press conference at enspace Cebu at Cebu Business Park, Cebu City.
The lineup includes ballad soloist JM Dakila and up-and-coming Cebuano P-pop boy group VLST (pronounced vlast), consisting of members Aeron, Zyman, Markeu, Gemen, and Gab.
“I am so happy and honored to be part of the agency,” Dakila told The FREEMAN.
Initially auditioning to become a member of VLST, he was instead offered to become the agency’s solo act after impressing Baylon-Brizo with his vocal performance of a Korean ballad.
Aeron added, “The group considers this a big opportunity, especially since we dream of becoming a renowned P-pop group someday. As the leader of the group, I will do anything to make our dreams a reality.”
Baylon-Brizo, 35, is no stranger to the BTS fan community in Cebu. Some may recognize her as one of the organizers of fan events through her involvement with ARMY of Cebu and Bangtan Belles. Through these shows, she met Aeron and Zyman who were performers at these events.
“Because of the skills I gained from marketing, I applied them to my fangirling for BTS,” she said.
VLST is set to debut next month with the release of its first single, “Barugi,” followed by a debut benefit concert on May 17 at a tentative venue in Fort San Pedro. Meanwhile, the Leyte-born, Cebu-raised Dakila will release a debut ballad single later this year.
Risky venture?
Even in their pre-debut stages, VLST has shown significant potential. A TikTok video announcing the group’s fandom name as “Hits” garnered 125,000 views and 10,000 likes, with most comments from P-pop fans expressing support for the group’s debut.
While Baylon-Brizo applied standard social media marketing strategies – such as scheduling posts and using hashtags for peak engagement – she was surprised by the group’s growing fanbase during their pre-debut.
VLST has also gained fans beyond Cebu, with supporters from Davao, Cagayan de Oro, Pampanga, and Manila. One international fan from Chicago even plans to fly to Cebu for their concert.
As an ARMY herself, she looks up to Big Hit Music founder and producer Bang Si-hyuk (affectionately known to fans as Bang PD) for inspiration in managing VLST.
“My biggest inspiration is Bang PD because of the way he manages BTS. As a fan, I looked into his history and how he handled the boys before they got really big,” she said.
Although Baylon-Brizo has experience managing businesses as she co-founded the marketing agency WhizAssist Digital Solutions, she is aware that investing in an entertainment company is a significant risk where profits may take years to materialize.
“A lot of people were unsure if I could handle this, especially because finances were a big concern since I have to manage people,” she said. “It’s a big investment. Right now, we generate revenue from gigs and from sponsors who support us.”
Despite the risks, Baylon-Brizo believes that the hard work, sacrifices, and challenges will pay off for both the agency and its artists.
“I believe in my talents. I believe in VLST and JM. It’s a rollercoaster journey – not everything is always rainbows and unicorns,” she said. “But I see how hard they work and how they respect me. Who am I to say no to them? They deserve to be in the spotlight.”
While she has big dreams for her agency, she is taking a cautious approach rather than going all in at once.
“I am taking this step by step. Last year, during their training, I showed them a schedule outlining what they should do on certain dates. We are being strategic, including in our marketing and content,” she said, noting that she takes advice from experienced figures in the P-pop industry who are eager to see how VLST will develop.
For now, they are not signed to a record label, as they are independently releasing their tracks on streaming platforms, with plans for a physical release of VLST’s debut single. However, they are willing to work with a major label in the future.
She reminded her talents to embrace their identity as Cebuano artists to stand out in the competitive P-pop scene following the success of groups such as SB19 and BINI.
“I told them that they should showcase their talents with a very Cebuano heart,” she said. “I think that’s why they have so much potential here in Cebu and across the country.” — (FREEMAN)
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