When asked about a song he never gets tired of, Guji Lorenzana picks Michael Jackson’s “Don’t Stop ’Til You Get Enough”, saying, “The energy in that track is just infectious. Every time I hear it, it takes me back to growing up and being completely inspired by the King of Pop’s talent and creativity.” Fittingly, the title mirrors Lorenzana’s own journey in showbiz. “[It] kind of sets the tone for a motto an artist might want to live by. In this industry, you’ve got to keep chasing your dreams, no matter what,” he says.
Lorenzana’s career spans singing, acting, DJ-ing, and now, being a music executive. His move into the executive world was a “natural progression” driven by his desire to give back. “After spending years in the industry, I realized I wanted to use my experiences to help others,” he shares.
Today, Lorenzana serves as Asia territory manager for Symphonic Distribution, an independent music distributor and marketing company working with artists like Jon Batiste, Doechii, and Melissa Etheridge. His role focuses on expanding Symphonic’s reach in Asia and guiding independent artists. “As a musician who understands the realities and struggles of the industry, I know how important it is for artists to have the right guidance and tools to stay independent while growing globally,” he says.
Lorenzana emphasizes that his work is about more than distribution. “It’s about building long-lasting relationships and offering support at every level. A type of support they can understand and actually feel,” he says. He looks forward to working creatively with artists to tailor strategies that meet their unique needs.
The Asian market presents unique challenges with its diverse musical cultures, and Lorenzana is ready for it. “It’s crucial to meet artists where they are, which means understanding each territory’s nuances and offering personalized solutions,” he explains. For him, building trust is key—providing access to local streaming platforms, crafting innovative promotional strategies, and offering regional insights.
Lorenzana stresses the importance of authenticity for artists in today’s digital landscape. “The key is being authentic and using that authenticity to connect with audiences around the world. Authenticity is the key to long-term success, and that’s where the magic lies,” he says.
He acknowledges the opportunities and challenges of today’s industry, from easier music distribution to the threats of oversaturation and the rapid changes brought by social media and AI. “Artists who understand that there is a shift and are willing to adapt are the ones who’ll be able to carve out sustainable, long-term careers,” Lorenzana notes.
New artists often find the business side of music intimidating, but Lorenzana believes that a strong support system can make all the difference. Drawing from his experience working with acts like December Avenue and Universal Records Philippines, Lorenzana is committed to helping artists grow their careers without sacrificing their artistic identity.
“Building a career in music takes time, but with persistence and patience, you’ll get there. Keep pushing, stay focused on your craft and the opportunities will come,” Lorenzana advises — a message perfectly summed up by his favorite song: Don’t stop till you get enough.
