Turning 60 has not slowed Sharon Cuneta down. Instead, it has sharpened her sense of direction. The Megastar has announced the launch of her own management company, a move that places her career firmly in her own hands as she opens a new chapter defined by intention rather than routine.
In an Instagram post shared on February 20, Cuneta revealed that the soon-to-be-named company will manage her career, schedules, and projects, signaling a shift toward a more tightly curated creative path.
“I am so pleased to announce that I will finally be putting up a new company (will announce name soon) that will manage my career, schedules, and projects,” she wrote.
The company will oversee her corporate appearances and musical performances, while also producing and helping mount her creative content and music. The setup allows Cuneta to streamline decision-making and work closely with a team that understands both her artistic sensibilities and the scale of her legacy.
At the heart of the venture is her decades-long partnership with music producer Eloisa Matias, a collaborator whose professional relationship with Cuneta dates back to 1988. Matias began as music researcher on ABS-CBN’s The Sharon Cuneta Show before becoming its executive producer, a role she also held during the first year of Cuneta’s 1998 talk show, Sharon. Over the years, she has shaped many of Cuneta’s landmark concerts and albums, providing creative continuity across generations of audiences.
“She brings her almost four decades of musical experience in the television and music industry,” Cuneta said.
Joining them is executive assistant Maricar Ong, who has long managed the Megastar’s promotions, television guestings, shows, and film projects. Her inclusion completes a core group that has quietly ensured Cuneta’s career has run smoothly behind the scenes for years.
“I am very excited to work with them and please join me in giving them a warm welcome,” Cuneta added.
The announcement arrives during a reflective period in Cuneta’s life. She marked her 60th birthday in January with a surprise tribute on ASAP, surrounded by music and longtime friends in the industry. She also embraced the milestone publicly, sharing her senior citizen identification card on social media and calling aging a privilege.
That perspective extends to how she views her nearly five decades in show business. In recent posts, Cuneta has looked back with gratitude, thanking her devoted fan base, the Sharonians, for staying with her through every reinvention.
Even as she reflects, her calendar remains full. She continues to appear as a judge on ABS-CBN’s Your Face Sounds Familiar and hosts her own digital platform, the Sharon Cuneta Network, where she connects directly with fans beyond traditional television.
For an artist whose career has long been guided by emotion and instinct, launching her own management company at 60 is less about control for its own sake and more about authorship. It is a declaration that the next phase of Sharon Cuneta’s story will be written on her own terms.