Guji Lorenzana takes on bigger role at Symphonic Distribution while pursuing acting career

MANILA, Philippines — Actor and singer Guji Lorenzana has been promoted to director of A&R and Client Development for the Asia-Pacific region at Symphonic Distribution, expanding his role in supporting independent artists and music labels across the region.

In his new position, Lorenzana oversees artist and repertoire (A&R) strategy, client development, and team growth in Southeast Asia, East Asia, South Asia and Australia.

Since joining Symphonic Distribution, he has helped bring several Filipino artists and music companies to the platform, including FlipMusic, Underdog Music, DYNA Music, DioramaFM, and Line In Records. He has also worked with artists such as Kiana V, Jay R, and Oh! Caraga is building partnerships with music companies and artists in countries including India, Indonesia, Vietnam, Mongolia, Australia and Hong Kong.

Lorenzana said his biggest achievement has been building trust with artists and industry partners across the region.

"For me, though, the biggest accomplishment is not any single signing. It is the trust we have been able to build," he said.

He added that the Asia-Pacific music industry is diverse, making it important to have local teams who understand the needs and cultures of each market.

As he takes on greater responsibilities in the music business, Lorenzana continues to pursue his acting career. He currently appears in the Viu original series “Love, Siargao” alongside Nadine Lustre and Alden Richards, as well as in “A Mother's Sacrifice” on Viva Movie Box with Aiko Melendez.

Lorenzana said his experience as a performer has helped him become a better music executive, while his work behind the scenes has given him a deeper appreciation of what artists go through in building long-term careers.

"Being a performer has helped me become a better music executive because I understand what it feels like to create, perform, be judged, and put a piece of yourself in front of an audience," he said.
Aside from acting and his corporate role, Lorenzana also mentors artists such as Ysabelle Cuevas and Kiana V and occasionally performs as a singer and DJ.

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