What's next for the Aliw Awards?

MANILA, Philippines - Since the ’70s, the Aliw Awards has stood as a symbol that honors the best in live entertainment. Every performer dreams of winning an Aliw trophy and of being recognized by the only award-giving body that honors live entertainment.

But after all this time, even institutions like the Aliw Awards have to grow, change and move on — and the job of seeing the foundation through these new changes is on the shoulders of its new president, lawyer Jeatte Palabrica.

Palabrica started with the Aliw Awards in 2001 as a member of the board of directors and treasurer. This year, she was elected as president for a three-year term. One of her most immediate plans is to give the 34-year-old foundation a fresh start by expanding the categories and making room for younger artists.

Palabrica says she realizes that young artists need recognition, too. “I’m talking here about young, talented bands that are not signed up with recording companies,” she says. “We need to capture the young market, bring in performers who are young and who represent new blood.”

The 2010 Aliw Awards will take place on Oct. 18 at the Manila Hotel Fiesta Pavilion. The TV airing will follow two weeks after the live awards ceremony.

Palabrica is married to former Games and Amusements Board commissioner Emmanuel Palabrica. Although she is a practising lawyer, she has a great passion for the arts and live entertainment. Her brother is Bobby Sano, a stage actor in the ’70s and ’80s.

With this kind of background, and her nine-year involvement with Aliw Awards Foundation, Palabrica says she knows what changes need to be made so Aliw Awards stays relevant beyond 2010.

 Among those changes is likely to be one that includes music spread by viral technology. The Internet has played a major part in the resurgence of local music. In the case of Charice, posting her video on YouTube led to her success.